Cattle And Cruelty

June 7, 2008 | Leave a Comment

I crossed paths with this cow and her calf during a little walk near Laguna Lake in San Luis Obipso. At first glance this may seem humane and in fact, it appears to be a picture-perfect method of cattle rearing.* That is, until you look a little more closely.

A keen eye may see a problem with this picture: The calf has been branded. Branding is not a humane practice. Branding is just one of many cruelties involved in raising and keeping animals for meat, clothing, and entertainment.

[youtube]http://www.youtube.com/watch?v=a2EHPrpSdJ0[/youtube]

Hint: when it requires tools and extra people to get a tame animal to do what you you want, you’re probably being cruel.

[youtube]http://www.youtube.com/watch?v=XZxL7umkbRo[/youtube]

*”cattle rearing” = forcing calves, heifers, cows, and bulls to live, breed, and die according to selfish human whims.

Posted by Elaine Vigneault | Filed Under Animals, veganism
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How Should We Market The Truth?

June 6, 2008 | 18 Comments

“[S]ometimes the louder you are the less people hear you; it’s kind of like when people mute the TV as soon as the obnoxiously loud commercials come on. Similarly, most people tune out ‘angry’ rhetoric and ‘extreme’ tactics. They might provide a momentary distraction or a media spectacle, but the extra attention is quickly lost.” [...] “Frankly, animal advocates also need to soften their tone and limit their expectations.” (source via)

Well, it’s true that some people will pick up the remote and press the mute button. Some people will use a Tivo or other DVR to fast-forward through commercials. And some people will ditch their televisions altogether and seek alternate entertainment. That’s all true.

But it’s not true for the majority. The reason commercials are louder than the TV programs is that this particular marketing method works.

I’d like to see the marketing research data that proves “most people tune out ‘angry’ rhetoric and ‘extreme’ tactics” because I’m not buying it. The world doesn’t change because people ask nicely. Revolutions happen when people go a step further.

I’ve said before that I wish I had studied marketing rather than philosophy because as much as I love logic, and I really, truly love it, logic doesn’t change opinion. Logic is a tool, not a magic wand. The vast majority of people behave irrationally and do things based on various, sometimes crazy reasons. What does the animal rights movement need most? Good marketers, sociologists, and psychologists. We don’t need experts in animal behavior; we need experts in human behavior.

I agree with the quote that we do need moderates, we need people who can help gently persuade consumers to eat less meat and be nicer to animals. However, we need ‘extremists’ too. Abolitionists are the core of our movement, not the superfluous.

I believe there’s too much emphasis on the consumer in the animal rights movement. All too often we’re asking consumers to change their behavior and we’re not getting at the root causes of the problem - the producers. Animal rights is not about changing consumer behavior within the framework of capitalism, though that can be one part of it. Capitalism should be one tool for change, not the entire structure. Animal rights is about liberating animals from the immoral and irrational whims of humans. Animal rights is more about the animals, than about the people who use them. So we ought to focus more time on how to help the animals and less time on asking nicely for a revolution.

Sometimes that means being nice and encouraging people to go vegan. But more often that means being honest. Honestly doesn’t require harsh words or a confrontational tone. But sadly, because of our society of lies, honesty sometimes feels harsh or confrontational. Omnivores react to words like “flesh” as though they’re not truthful. But people need to hear the truth: meat is murder.

Yes, murder.

No, I will not soften my tone. My tone is not the problem. The problem is animal exploitation. My task is to find my own personal niche: the area where my skills and personality can do the most good. My task is not to change my personality. Anger is a normal and natural human emotion. Anger is a normal, natural response to the wholly unnecessary suffering and killing of animals for meat and other human whims.

Justified anger, particularly if it’s nonviolent and productive, mustn’t be stifled. We shouldn’t fear anger. It is an energy, a life-force of our movement and the momentum for change. The anger won’t be quelled until the animal exploitation stops.

That’s not to say we should express that rage at our fellow humans in irrational and unjustified manners. We ought to treat all living beings with basic respect and decency. But we’re humans, too, and we must allow ourselves our natural emotions and their expressions. It’s not acceptable to shout obscenities at strangers, but it is truthful to call omnivores “killers.” They are killers. We must acknowledge the truths we know. And we mustn’t be afraid to speak the truth. It’s not comfortable or fun, but it’s honest.

And no, I won’t lessen my expectations. I won’t settle for humane treatment when we’re fighting for abolition. Shame, shame, shame on anyone suggesting we ought to lower our expectations.

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*This post has been edited and updated.

Posted by Elaine Vigneault | Filed Under Animals, Food, Lifestyle, Philosophy and Guidance, veganism
18 Comments to "How Should We Market The Truth?"