Tag Archives: food/agriculture

The Sexual Politics of Veganism

2Carol 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:

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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.

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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.

Meat Is For Pussies (A How-to Guide for Dudes Who Want to Get Fit, Kick Ass and Take Names) appears to be out of print, but there are others:

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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.

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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.

Corey Lee Wrenn is a Council Member for the American Sociological Association’s Animals & Society section.  This section facilitates improved sociological inquiry into issues concerning nonhuman animals and is currently seeking members. Membership is $5-$10; you must be a member of the ASA to join.

Cross-posted at the Vegan Feminist Network and Pacific Standard.

Did the Nazis Celebrate Christmas?

Yes, but it was a weird thing you see.

The Nazis were waging war and exterminating Jews.  Meanwhile, Christmas was about celebrating peace and the birth of Jesus, a Jew.

Said the Nazi propagandist Friedrich Rehm in 1937:

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.

Hitler ornament and Nazi tree topper:

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Swastika ornaments:

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Swastika cookie cutter:

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The last Nazi Christmas was in 1944.  Post-war Germany quickly “did with Hitler’s Christmas what they did with every other idea the Nazis had come up with: denounced it…”

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

Sexy Women as Food: A Collection

Flashback Friday.

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.

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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):

For reasons I cannot comprehend, there are Skinny Cow scrapbooking events.

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:

(These ads were designed by a marketing firm in Thailand. Found via copyranter.)

Denia sent in this image of “Frankfurters” with sexy ladies on them. The text says “Undress me!” in Czech.

Finally, Teresa C. of Moment of Choice brought our attention to Lavazza coffee company’s 2009 calendar, shot by Annie Liebowitz (originally found in the Telegraph):

And this, of course:

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Spanish-language ads for Doritos (here, via Copyranter):

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Amanda C. sent in this sign seen at Taste of Chicago:

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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:

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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:

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And here’s the ad:

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Edward S. drew our attention to this doozy:

Dmitriy T.M. sent us this example from Louisiana:

Haven’t had enough?  See this post, this post, and this post, too.

Originally posted in 2008.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

Tropicana Ad Says That Girls Should Be “Easy”

Flashback Friday.

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.

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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 passive poses 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.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

Soc’t Joel Best Wishes You a Safe n’ Tasty Halloween

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:

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Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

Chart of the Week: The Business of Halloween

The National Retail Federation estimates that Americans will spend $7.4 billion dollars celebrating Halloween this year. In total, 74% of households will buy something for Halloween and, among those, the average will spend $125.

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There’ll be a bumper crop of pumpkins, more than ever before, and worth about $149 million dollars.

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A full two-thirds of the population will buy a costume, spending an average of $77.52 each. That’s a record in terms of both spending and the sheer number of costumes sold.

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Interestingly, the holiday has evolved from primarily a children’s holiday to one celebrated by adults, especially millenials. Less than half of the money spent on costumes is going to costumes for children. Adults dress up (to the tune of $1.4 million) and their dress up their pets ($350 million). They also throw parties for other adults and patronize bars and clubs, which increasingly feature Halloween-themed events, food, and drinks.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

What’s for Breakfast?

One of my favorite examples of social construction is that we eat hot links for breakfast and pork chops for dinner. Both pig, but morning sausage seems odd in the evening and pork chops for breakfast would be a decidedly deviant sunrise treat.

A pretty set of photos at The New York Times illustrates this social construction of breakfast food by highlighting the first meal of the day for children in seven parts of the world. It would be fun — for those of you teaching classes — to show some of them to students and ask them to guess (1) the meal of the day and (2) the age of the eater.

Chitedza, Malawi: cornmeal porridge with soy and groundnut flour; deep-fried cornmeal fritters with onions, garlic and chiles; boiled sweet potato and pumpkin; juice of dried hibiscus and sugar.

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São Paulo, Brazil: ham and cheese, bread with butter, coffee.

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Tokyo, Japan: stir-fried green peppers with dried fish, soy sauce, and sesame seeds; raw egg and soy sauce poured over rice; lotus root, burdock root, and carrot sautéed with a rice wine; miso soup; fruit; milk.

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Istanbul, Turkey: bread, Nutella, strawberry jam, honey butter; olives; sliced tomato; hard-boiled egg; goat and cow cheeses.

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More at The Times.

See also our Social Construction of Flavor Pinterest board. Lots of neat stuff there!

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.

What Does “Organic” Look Like?

Flashback Friday.

When I was in grad school studying sociology of agriculture, one thing we talked about was organic agriculture and the difference between “organic” and “sustainable.” Most consumers think of these words interchangeably.  So, when many people think of an organic dairy farm they imagine something along the lines of these images, the top results for an image search of “organic dairy farm”:

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So happy! So content! And, we assume, raised on a small family farm in a way that is humane and environmentally responsible. Those, are, after all, two of the things we expect when something is defined as “sustainable”: it is environmentally benign and humane. We also usually assume that workers would be treated decently as well.

But there is no reason that those elements considered essential to sustainability have to have much to do with organic agriculture. Depending on who is doing the defining, being “organic” can involve very little difference from conventional agriculture. Having an organic dairy mostly just requires that the cows not have antibiotics or homones used on them, eat organic feed, and have access to grass a certain number of days per year. In and of itself, organic certifications don’t guarantee long-term environmental sustainability or overall humane treatment of livestock.

A great illustration of how little the modes of production on organic farms may differ from conventional agriculture is the Vander Eyk dairy. It is an operation in California with over 10,000 dairy cows. Here are some images (found here and here):

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As the caption to the last image makes clear, the Vander Eyk dairy had two herds on the same property, but segregated from one another: the majority of the herd produced conventional milk, while 3,500 cows produced organic milk for sale under the Horizon brand:

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In 2007 the Vander Eyk dairy lost its organic certification for violating the requirement that organic dairy cows spend a certain amount of time on pasture. They had cows on pasture, but they were non-milking heifers, not cows that were being milked at the time. What we see here is that the label “organic” doesn’t guarantee most of the things we associate with the idea of organic or sustainable agriculture (and in cases like Vander Eyk, may not even guarantee the things the label is supposed to cover).

This isn’t just in the dairy industry. As Julie Guthman explains in her book Agrarian Dreams: The Paradox of Organic Farming in California, many types of organic agriculture include things you might not expect. For instance, organic producers in California joined with other producers to oppose making the short-handled hoe illegal — the bane of agricultural workers everywhere (and most infamously associated with sharecropping in the South in the early 20th century) — because they want workers to do lots of close weeding to make up for not spraying crops with pesticides. So, though we often assume organic farmers would be labor-friendly, in that case they opposed a change that agricultural workers supported.

Many organic crops are grown on farms that are the equivalent of the Vander Eyk dairy; most of the land is in conventional production, but a certain number of acres are used to grow organic versions of the same thing. Often the producer, which may be an individual farmer or a corporation such as Dole, isn’t very committed to organics; if a pest infestation threatens to ruin a crop, they’ll just spray it and then sell it on the conventional market rather than lose it. They may then have to have the land re-certified as “in transition,” meaning it hasn’t been pesticide-free long enough to be declared completely organic, but many consumers don’t pay too much attention to such distinctions.

The Vander Eyk dairy — and lots more examples of large containment-facility operations selling to Horizon and other brands at the Cornucopia Institute’s photo gallery — are interesting examples of how terms like “organic,” “green,” and “eco-friendly” don’t necessarily mean that the item is produced according to any of the standards we often assume they imply.

Originally posted in 2009.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.