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.”
Most Americans, when asked if they are affected by advertising, will say “not really.” They think other people are influenced by cultural messages, but that they are somehow immune.
Whether people are shaped by the media they consume seems to be a perpetual question. The fact that billions of dollars are spent every year attempting to influence us is probably a sign that advertisers know it works. Scientists get in on the action, asking pressing questions like: Do violent video games increase violence in real life? Do sexy, thin models hurt girls’ self-esteem? We do the studies and the answers are often inconclusive, probably because of how complicated the relationships are.
Psychologist Stefano Ghirlanda and his colleagues asked a slightly simpler question: Do celebrity dogs influence the popularity of dog breeds? They looked at 100 movies with prominent dog characters from 1939 to 2003 and compared the release date to breed registrations. The answer seems to be: with the exception of box office flops, yes.
Given that many dog movies are made for kids, I’d be interested in the mediating role of parenthood. Companies that make children’s products like sugary cereal know that they can get the parent to buy their product if the kid is annoying enough about it. So, they market to children directly. I’d love to see if people with and without small children were equally affected by the breed of dog in this year’s movie.
The researchers method of popularity, moreover, was registration with the American Kennel Club. Pure bred dogs are expensive. So, I wonder if the power of these trends varies by social class. If a family can’t afford a “Beethoven,” they may be more likely to just adopt a mutt from a neighbor’s litter.
In any case, though, this seems like incontrovertible evidence that we’re influenced by mass media. But you already knew everyone else was, didn’t you?
Don’t you want to pinch it and squeeze it and bite its little face off!?
You’re not alone.
Rebecca Dyer and Oriana Aragon, graduate students in psychology, brought subjects into a lab, handed them a fresh sheet of bubble wrap, and exposed them to cute, funny, and neutral pictures of animals. Those who saw the cute ones popped significantly more bubbles than the others.
Cute things make us aggressive! It’s why we say things like: “I just wanna eat you up!” and why we have to restrain ourselves from giving our pets an uncomfortably tight hug.
Which one do you want to hurt the most!?
An aggressive response to cuteness, it appears, it “completely normal.”
The authors suggest that humans non-consciously balance extreme emotions with one from the other side of the spectrum to try to maintain some control and balance. This, Aragon explains at her website, may be why we cry when we’re really happy and laugh at funerals.
In the meantime, if this makes you want to inflict some serious squishing, know that you’re in good company.
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.
At the turn of the 19th century in the U.S. and Europe, it became wildly popular — and that’s an understatement — for ladies to wear feathers and whole taxidermied birds on their hats. One ornithologist reported taking two walks in Manhattan in 1886 and counting 700 hats; 525 of which were topped by feathers or birds. Buzzfeed has a collection of vintage hats featuring birds.
At the time, not many people thought much of killing the birds. Europeans and their American cousins “didn’t believe they could put a dent in an animal’s population.” Birds seemed to be an “abundant, even inexhaustible” natural resource. So take they did. Millions of birds all over the world were harvested for hat makers for years. The Fashioning Feathers blog offers this example:
A single 1892 order of feathers by a London dealer… included 6,000 bird of paradise, 40,000 hummingbird and 360,000 various East Indian bird feathers. In 1902 an auction in London sold 1,608 30 ounce packages of heron… plumes. Each ounce of plume required the use of four herons, therefore each package used the plumes of 120 herons, for a grand total of 192, 960 herons killed.
Ornithologists started to sit up and take notice. One estimated that 67 types of birds — often including all of their sub-species — were at risk for extinction. Not only were birds killed for their feathers, they were killed when their feathers were at their most resplendent. This meant killing them during mating season, interrupting their reproductive cycle and often leaving baby birds orphaned.
A campaign to end the practice began. In Europe the Royal Society for the Protection of Birds targeted women. They launched a sexist campaign accusing women of supporting the heartless slaughter of birds. Fashioning Feathers includes this image from a pamphlet titled “Feathered Women” in which the president of the Society calls them a “bird-enemy.”
Virginia Woolf went for the jugular, pointing out that — even though the image shows a woman swooping down to kill a bird — it was largely men who did the dirty work of murder and they were also the ones profiting from the industry.
Ironically, middle class women were at the forefront of the bird preservation movement. They were the rank and file and, thanks in part to their work, in the U.S. the movement led to the formation of the first Audubon societies. The Massachusetts Audubon Society organized a feather boycott, angering hat makers who called them “extremists” and “sentimentalists.” Politicians worried out loud about the loss of jobs. Missouri Senator James Reed complained:
Why there should be any sympathy or sentiment about a long-legged, long-beaked, long-necked bird that lives in swamps and eats tadpoles.
Ultimately the Massachusetts Audubon Society succeeded in pushing through the first federal-level conservation legislation in the U.S., the Lacey Act of 1900.
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:
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”:
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):
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:
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.
Flipping through Safari magazine, something that struck me as odd. Because the magazine is aimed, primarily, at selling hunting safaris, the vast majority of the pictures were people posing with their kills.
What I noticed was that, in nearly 100 percent of the pictures, the animals were posed so as to look alive: resting or sleeping. Most often, the animal was on its belly with its legs folded naturally beneath it and, even, its head held or propped up. The hunters posed behind the animal, often with a hand on it, as if they were simply petting the animal. Further, there was almost never any evidence of the wound: no holes, no blood (though sometimes the weapon is included in the picture). It is almost as if the people are at a petting zoo and the animal is blissfully enjoying the human attention. A more systematic analysis of hunting magazines found the same pattern.
Imagine for a minute how challenging this must be to pull off. If you shoot an animal, it likely falls into any number of positions, many of which make it look like it’s just been shot (legs akimbo, head at an awkward angle, etc). The hunter and his or her companions must have to wrangle this 500, 1,000, 1,500 pound dead weight into the position in which it appears in the images.
Why do they do it?
I don’t know. But maybe it has something to do with the relationship to nature that hunter culture endorses. Instead of a destructive, violent relationship to nature that would be represented by picturing animals in their death poses, these pictures suggest a custodial relationship in which humans take care of or chaperone a nature to which they feel tenderly.
That is, they don’t destroy nature with their guns, they tame it.