This paper looks at discourses related to animal farming in a popular South African farming magazine. The paper analyzes four ar ticles using a form of Critical Discourse Analysis . Despite varying widely in content and style, all articles draw from the discourses of production and science; two also show a minor discourse of achievement. With further work, it is possible to discern a fourth, deeply embedded discourse: that of enslavement. This also was present in all the articles. These discourses (...) objectify nonhuman animals and support a world-view of teleological anthropocentrism that fits well with present capitalist practices. (shrink)