If you are worried about the abuse and exploitation of non-human animals, you can become a vegetarian or a vegan. But if you worry about the abuse and exploitation of humans, there is no morally upright consumer choice you can make, short of growing 100% of your food yourself.
This is the main message of journalist Eric Schlosser in this 4min video produced by BigThink. In it, he summarizes the extent of the exploitation of poor people, mostly immigrants, in the restaurant industry, the meatpacking industry, and the production of fresh fruits and vegetables in the U.S.
Especially for the people who pick our produce, he insists, the working conditions “are more reminiscent of the mid-nineteenth century than they are with the twenty-first century.” It is “literally slavery.”
If you’re like me, you probably grew up hearing a charming story about John Chapman, aka Johnny Appleseed, in which he planted apples across America so that no one would ever go hungry again. The image, overall, is of an eccentric but kindly man who went around planting apples so pioneers could have fresh, healthy fruit to eat. Here’s the 1948 version of the story from Disney, if you have 15 minutes:
In his book The Botany of Desire, Michael Pollan discusses Johnny Appleseed. He really did exist, and he did travel around the frontier planting apples from apple seeds and later selling the apples to pioneers (and apparently giving lots of trees away, too). He was, by all accounts, extremely eccentric, wearing sackcloth as a tunic for clothing, going barefoot much of the time, and so on. He was a vegetarian, though I don’t know if chipmunks and other animals pranced around in the woods with him.
But there’s a little detail the Disney movie and all the kids’ books about Johnny Appleseed got wrong. His apples weren’t for eating. They were for liquor.
Apples don’t grow “true” from seeds — that is, if you plant a Granny Smith apple seed, the tree that grows will not produce Granny Smith apples (the vast majority of the time, anyway). The only way to be sure what kind of apples a tree will produce is to graft limbs onto it from another apple tree that has the kind of apples you want. Most trees that grow from seeds produce smallish apples that are bitter and very much unlike the glowing waxed fruit we’ve come to associate with health and a good diet. People would not want to eat those apples. But what they could do with them is turn them into apple cider, alcoholic apple cider.
For much of American history, alcoholic beverages were widely consumed by both adults and children. Before clean water was necessarily available, it was safer to drink alcohol, particularly in cities.
So how did we go from apples as source of liquor to apples as healthy fresh fruit? According to The Straight Dope,
We stopped drinking apples and started eating them in the early 1900s. The Women’s Christian Temperance Union publicized the evils of alcohol, the movement towards Prohibition was gaining momentum, and the apple industry saw the need to re-position the apple… We can thank prohibition for shifting the image of the apple to the healthy, wholesome, American-as-apple-pie fruit that it is today.
Anyway, it’s sort of a funny instance of both the way we sanitize history and of re-branding. Most of us, raised on images of Laura Ingalls Wilder, can’t imagine early pioneers drinking alcohol all day and happily giving it to their children, or that there might be legitimate reasons for doing so (protecting your kids from getting dysentery from polluted water, for instance). And apples have become such an icon of health that the idea of campaigns against them as sources of liquor is unimaginable.
Originally posted in 2009.
Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.
by Sangyoub Park PhD and Lisa Wade PhD, Jan 5, 2015, at 09:00 am
To many Americans, globalization may mean Americanization but, in China, globalization is Koreanization. This is the impact of Hallyu (the Korean word for “Korean wave”), which began in 1997. Hallyu began with Korean television dramas and today extends throughout Chinese life: k-drama, k-pop, movies, fashion, food, and beauty. It is argued to be the only example of a cultural power “that threatens the dominance of American culture.”
Its influence is impressive. For example, when a star on a Korean soap opera ordered chicken and beer for dinner — Korea’s chi-mek (or chi-meak) – and claimed it as her favorite food, Chinese audiences went crazy for the combination. Korean beer exports rose by over 200%:
Even the standard of beauty in China has been altered due to Hallyu. During this year’s National Day holiday (10/1-10/7), about 166,000 Chinese visited Korea. They flocked to top shopping districts to purchase a wide range of Korean products like cosmetics, each spending an average of $2,500. Some of these Chinese tourists visited the Gangnam district (Apgujeng-dong), the capital of plastic surgery in Korea. They want to look like k-drama stars. They want to have Korean actresses’ nose or eyes.
The obsession with Korea has caused Chinese leaders a great deal of angst. It was a major issue at the country’s National People’s Congress where, according to the Washington Post, one committee spent a whole morning pondering why China’s soap operas weren’t as good as those made by Korea. “It is more than just a Korean soap opera. It hurts our culture dignity,” one member of the committee said.
Their concern isn’t trivial; it’s about soft power. This is the kind of power states can exert simply by being popular and well-liked. This enables a country to inflluence transnational politics without force or coercion.
Indeed, the Korean government nurtured Hallyu. The President pushed to develop and export films, pop music, and video games. As The Economist reports:
Tax incentives and government funding for start-ups pepped up the video-game industry. It now accounts for 12 times the national revenue of Korean pop (K-pop). But music too has benefited from state help. In 2005 the government launched a $1 billion investment fund to support the pop industry. Record labels recruit teens who undergo years of grueling [sic] training before their public unveiling.
It’s working. According to the Korea Times, China has made a trade agreement with Korea allowing it an unprecedented degree of access to the Chinese people and its companies, an impressive win for soft power.
Carol Adams has written extensively on the sexual politics of meat, arguing that women and other animals are both sexualized and commodified to facilitate their consumption (both figuratively and literally) by those in power. One result has been the feminization of veganism and vegetarianism. This has the effect of delegitimizing, devaluing, and defanging veganism as a social movement.
This process works within the vegan movement as well, with an open embracing of veganism as inherently feminized and sexualized. This works to undermine a movement (that is comprised mostly of women) and repackage it for a patriarchal society. Instead of strong, political collective of women, we have yet another demographic of sexually available individual women who exist for male consumption.
Take a browse through vegan cookbooks on Amazon, for instance, and the theme of “sexy veganism” that emerges is unmistakable:
Oftentimes, veganism is presented as a means of achieving idealized body types. These books are mostly geared to a female audience, as society values women primarily as sexual resources for men and women have internalized these gender norms. Many of these books bank on the power of thin privilege, sizism, and stereotypes about female competition for male attention to shame women into purchasing.
To reach a male audience, authors have to draw on a notion of “authentic masculinity” to make a highly feminized concept palatable to a patriarchal society where all that is feminine is scorned. Some have referred to this trend as “heganism.” The idea is to protect male superiority by unnecessarily gendering veganism into veganism for girls and veganism for boys. For the boys, we have to appeal to “real” manhood.
Then there is the popular tactic of turning women into consumable objects in the exact same way that meat industries do. Animal rights groups recruit “lettuce ladies” or “cabbage chicks” dressed as vegetables to interact with the public. PETA routinely has nude women pose in and among vegetables to convey the idea that women are sexy food. Vegan pinup sites and strip joints also feed into this notion. Essentially, it is the co-optation and erosion of a women’s movement. Instead of empowering women on behalf of animals, these approaches disempower women on behalf of men.
In sum, vegan feminism argues that women and non-human animals are commodified and sexualized objects offered up for the pleasurable consumption of those in power. In this way, both women and other animals are oppressed under capitalist patriarchy. When the vegan movement sexualizes and feminizes vegan food, or replicates the woman-as-food trope, it fails to acknowledge this important connection and ultimately serves to repackage potentially threatening feminist collective action in a way that is palatable to patriarchy.
We cannot accept that a German Christmas tree has anything to do with a crib in a manger in Bethlehem. It is inconceivable for us that Christmas and all its deep soulful content is the product of an oriental religion.
But Germans were largely Christian, so getting rid of Christmas was going to be tricky. So Hitler turned it into a celebration of the Third Reich. According to John Brownlee, they re-wrote Christmas carols to extol the virtues of National Socialism. Mentions of Jesus were replaced with “Savior Führer.” Since they well understood that Santa wasn’t white, they re-cast the character; he was played by the pagan god Odin. And they changed the ornaments and placed swastikas atop Christmas trees.
In her now-classic books The Sexual Politics of Meat and The Pornography of Meat, Carol Adams analyzes similarities in the presentation of meat products (or the animals they come from) and women’s bodies.
She particularly draws attention to sexualized fragmentation — the presentation of body parts of animals in ways similar to sexualized poses of women — and what she terms “anthropornography,” or connecting the eating of animals to the sex industry. For an example of anthropornography, Adams presents this “turkey hooker” cooking utensil:
Adams also discusses the conflation of meat/animals and women–while women are often treated as “pieces of meat,” meat products are often posed in sexualized ways or in clothing associated with women. The next eleven images come from Adams’s website:
For a more in-depth, theoretical discussion of the connections between patriarchy, gender inequality, and literal consumption of meat and symbolic consumption of women, we highly encourage you to check out Adams’s website.
This type of imagery has by no means disappeared, so we’ve amassed quite a collection of our own here at Sociological Images.
IndianFeminist sent in this example from India for a Mango flavored drink called Slice. “The brand ambassador,” our reader writes, “is Katrina Kaif, undoubtedly India’s most popular actress.” The ad puts her inside the bottle and merges her with the liquid, then offers her as a date.
An ad I found for I Can’t Believe It’s Not Butter turns Spraychel into a female politician:
Blanca pointed us to Skinny Cow ice cream, which uses this sexualized image of a cow (who also has a measuring tape around her waist to emphasize that she’s skinny):
Mustard and ketchup make up a “sexy” woman (from Las Vegas Living):
Are you hungry for some lovin’, er, lunchin’? Do you have an all-American appetite for chick(en)s? Or are you secretly ravenous for pig? We think we might have just the thing to satisfy your lust for breast, thigh, and rump:
Amanda C. sent in this sign seen at Taste of Chicago:
Dmitiriy T.M. sent us this perplexing Hardee’s French Dip “commercial.” It’s basically three minutes of models pretending like dressing up as French maids for Hardees and pouting at the camera while holding a sandwich is a good gig:
Dmitriy also sent us this photo of Sweet Taters in New Orleans:
Jacqueline R. sent in this commercial for Birds Eye salmon fish sticks:
Crystal J. pointed out that a Vegas restaurant is using these images from the 1968 No More Miss America protest in advertisements currently running in the UNLV campus newspaper, the Rebel Yell. Here’s a photo from the protest:
Sally R. sent in this two-page Tropicana ad she found in her morning newspaper. The ad features, as Sally puts it, a “hard (bad) surly girl in pants and [an] easy (nice) girl in a dress with a flowery gift and passive smile…” The first is labeled “hard to handle” and the second “easy to handle.” The new orange juice container is supposed to be more like the “easy” girl.
On the face of it, this ad is about parenting. But there is so much more going on that makes the ad work.
Notice how easyness is communicated with symbols of femininity. The message is that girls are, ideally, accommodating and passive. Girls should be like objects, easy to “handle.” Would the ad work quite the same way if the child was a boy? Do we hope/expect that our boys will be completely passive and convenient to handle?
Sally also notes the “double meaning of easy” which, combined with the girl’s coy pose and smile, sends a sexual message. The sexual promise that the ad makes (it/she is “easy to handle”) works despite (or because of?) her age. Consider how similar the image is to these examples in which women and girls are simultaneously sexualized and infantilized with the use of passiveposes and symbols of youth.
This conflation of object status, femininity, being female, and being well-behaved is obnoxious. It’s insulting to both boys and girls and affirms the false gender binary. It’s dangerous, too. It contributes to the idea that girls are objects to take advantage of who are misbehaving if they assert themselves. It’s disturbing to see it reproduced for something as trivial as an orange juice carton.
Joel Best, the sociologist famous for debunking the myth that your children might receive Halloween candy impregnated with poison and razor blades, wishes you a “Happy Halloween” and nothing but the Best candy: