Analysis of this framing work finds that these accounts identify a performance object (i.e. These accounts are conceptualised as being calculative spaces, configured by framing work being done within these accounts. How then can an NGO instead construct qualitative accounts of its performance that show how it makes a difference in pursuit of its objectives? This paper examines qualitative accounts of performance against an objective to restore wildlife, which are included in the annual reports of a large conservation NGO. Accordingly, an NGO’s performance in pursuit of its objectives can rarely be accounted for in straightforwardly comparable quantitative terms. Whereas corporations typically share a common primary objective of generating profits for their owners, non-governmental organisations (NGOs) principally pursue a panoply of various social and/or ecological objectives.
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Even when it is conceptually bounded in this way, self-accountability has potential to alter farming practices by reflecting on caring about animals and on what this implies for oneself and the animals.
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Rather, it is a matter of what one is or is not accountable for-such as the mortality rate but not culling-as well as assumptions regarding the referent-such as the nature of animal welfare and how it can be assessed and safeguarded. This limit is not a matter of its (in)ability to account fully for all lived experiences. Using FAW as an example of a referent concept, we propose that accountability can be limited conceptually by its referent. We explain how different accounts underlie farmers’ accountability for animals.
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We illustrate how external demands linked to FAW, performance concerns, and proximity to animals shape farmers’ formal and cognitive accounts of animals. This study explores dairy farmers’ accounts of farm animals in a context heavily influenced by the concept of farm animal welfare (FAW).