Les Compagnons de la télévision. Éloge du sentiment et promotion des causes dans le magazines animalier 30 Millions d’amis (1976-2016)

In line with the growth of pets’ social phenomenon that spread in France in the 1960s, the TV magazine 30 Millions d'amis, created by journalist Jean-Pierre Hutin and broadcast from 1976 to 2016, made generations of viewers aware of the benefits of the relationship with the companion animal. As it sustained the legitimation of public expression of feelings towards animals, this programme also helped to promote various causes through narratives about animals’ suffering. The longevity and popularity of 30 Millions d’amis allows us to observe the definition of animal categories through their media use and the role of the television discourse. An analysis of the 5,300 reports broadcast over forty years shows that three periods of unequal duration structure the morphology of 30 Millions d'amis’ commitment and sensitivities: the celebration of the companion animal in 1976-1977; the affirmation of pet-related causes (1978-1990); and the diversification of causes and their extension beyond the dominant pets’ category (1991-2016).