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BisluvIing Inages Fela and lIe Feninisl ElIics oJ AninaI Advocac

AulIov|s) ManeesIa BecIIa


Bevieved vovI|s)
Souvce ElIics and lIe Envivonnenl, VoI. 13, No. 2 |FaII, 2008), pp. 35-76
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BISTUBBINO IMAOES
FETA ANB THE FEMINIST ETHICS OF ANIMAL
ABVOCACY
MANEESHA BECKHA
TIe aulIov
appIies
a Jeninisl
anaIsis
lo aninaI
advocac
inilialives in
vIicI
gendeved
and vaciaIized
vepvesenlalions
oJ JenaIe
sexuaIil
ave
pavanounl.
Feninisls Iave cvilicized aninaI advocales Jov
opposing
lIe
oppvession
oJ nonIunan aninaIs
lIvougI
nedia
inages
lIal
pev-
peluale
JenaIe
oIjecliJicalion.
TIese
cviliques
ave consideved
lIvougI
a
cIose exaninalion oJ lvo
pvoninenl canpaigns I
FETA
|FeopIe
Jov lIe
ElIicaI Tvealnenl oJ
AninaIs).
TIe aulIov
avgues
lIal sone
vepvesenla-
lions oJ JenaIe
sexuaIil na aIign
vilI a
poslIunanisl
Jeninisl elIic
and need nol Ie vead as sexisl.
Exanining
FETA's Janous anli-Juv ads
and lIe nove vecenl MiII Oone WiId
canpaign,
lIe aulIov idenliJies
vIeve FETA's
canpaigns
ave
oIjeclionaIIe
undev a Jeninisl elIic and
vIeve
lIe
ave suIvevsive oJ an
anlIvopocenlvic
and naIe-doninaled
ovdev aIiIe. TIe avlicIe lIus
vecupevales pavl
oJ FETA's vovI Jvon Jeni-
nisl
cviliques,
Iul aIso veveaIs lIe conslvuclions
poslIunanisl advocac
sIouId excIude lo avoid
eIevaling
lIe slalus oJ nonIunan aninaIs al lIe
expense
oJ vonen.
FABT I INTBOBUCTION
Il is no secvel lo lIose innevsed in aninaI
advocac
lIal lIeve is a de-
Iale in lIe novenenl Ielveen lIose vIo IeIieve in aninaI veIJave inilia-
lives and lIose vIo insisl on
vigIls-ovienled appvoacIes onI |Fvancione
ETHICS & THE
ENVIBONMENT, 13|2)
2008 ISSN 1085-6633
Indiana
Univevsil
Fvess AII
vigIls
oJ
vepvoduclion
in
an
Jovn vesevved.
Bivecl aII
covvespondence
lo
JouvnaIs Managev,
Indiana
Univevsil Fvess,
601 N. Movlon
Sl.,
BIooninglon,
IN 47404 USA
iupovdevOindiana.edu
2000,
CavaIievi
2001,
Wise
2000, Began 2004,
Sunslein and NussIaun
2004).
AninaI veIJave inilialives ave lIose lIal advocale Jov Iellev
Iiving
condilions Jov aninaIs vIiIe
lIe
ave
Ieing inslvunenlaII
lvealed. SucI
eJJovls do nol
lavgel
lIe inslvunenlaI use oJ
aninaIs,
Iul
lv
lo
inpvove
lIe
quaIil
oJ lIe Iives lIe aninaIs Iead vIiIe
suIjecl
and suIovdinaled
lo Iunan ends
|Fvancione 1995, 6-7, 1819).
In
conlvasl, vigIls-ovienled
appvoacIes
ave nol
jusl
concevned vilI lIe
quaIil
oJ Iives lIal aninaIs
Iave,
Iul vIelIev ov nol lIe aninaI
expevienced Jveedon, aulonon,
and
olIev
vigIls
suiled lo Iev ov Iis
capacil
and needs. AninaI
vigIls
aclivisls
ave nove concevned vilI aclion lIal viII undevnine Iunan
pvaclices
lIal
expIoil
aninaIs
I lvealing
lIen
inslvunenlaII
and as Iunan connodi-
lies. TIe diJJevence is
succinclI
slaled
I
Ton
Began
vIen Ie
slales,
in
lIe conlexl oJ
juslice
Jov Javned
aninaIs,
lIal vIal aninaI
vigIlisls
seeI
is nol
Iavgev cages,
Iul no
cages
al aII
|Began 2004: Began, FIiIosopI
oJ
AninaI
BigIls).
TIe inlevnaI deIale is nol so nucI lIal aninaI veIJavisls do nol aIso
suppovl
aninaI
vigIls neasuves,
Iul vIelIev aninaI
vigIls
advocales
sIouId
conpvonise
on lIe
goaI
Jov aninaI
vigIls I suppovling
veIJavisl
neasuves
|Fvancione 1996).
One oJ lIe
pvinav
vovvies educed
I
veI-
Jave neasuves is lIeiv
possiIiIil
oJ
nisIeading
lIe
genevaI puIIic
inlo
lIinIing
lIal vilI Iellev condilions no JuvlIev elIicaI issues exisl vilI
vegavd
lo Iunan lvealnenl oJ aninaIs
|Fvancione 1996, 181-82).
TIe eJ-
Jovls oJ
avguaII
lIe nosl
vecognizaIIe |and successJuI) puIIic
Jace oJ ani-
naI
advocac, FeopIe
Jov lIe ElIicaI Tvealnenl oJ AninaIs
|FETA),
Iave
Ieen
inpIicaled
and laIen as
pavadignalic
oJ lIis
conlvovevs |Fvancione
1996, 22-25, 33).
FETA's eJJovls lo vovI vilI
McBonaId's, Buvgev King,
and olIev Jasl Jood
gianls
lo
inpvove
lIe condilions in
Jaclov
Javns
|valIev
lIan
pvessuve
lIen lo cease lIeiv
opevalions aIlogelIev)
Iave al-
lvacled cvilicisn Jvon olIev aninaI advocales. TIese advocales ave con-
cevned lIal
vovIing
vilI lIe
induslv
viII
pevvevseI give
il
Iegilinac
and
cvediIiIil
as a
suppovlev
oJ aninaI inlevesls
and,
in lIe
Iong-vun,
viII
do
nolIing
lo undevnine lIe
pvopevl
and inslvunenlaI slalus oJ aninaIs
lIal
pevnils
Iunan use oJ aninaIs in lIe Jivsl
pIace |Fvancione 1996,
34-35).
TIe
veIJave-vigIls deIale,
and lIe voIe oJ FETA in
inJIuencing
ils con-
louvs,
is an
inpovlanl
one. Il is veIaled lo anolIev deIale ovev
slvaleg
deveIoping
in lIe aninaI
advocac connunil
and lIe even nove cenlvaI
36 BvniCSTOE

ENJlBNMENTTI3|2)
2008

voIe oJ FETA's
canpaigns
in
genevaling
il. Il
na
Ie
specuIaled
lIal one oJ
lIe veasons lIal FETA Ias Iecone lIe
ovganizalionaI
Jace oJ aninaI ad-
vocac
Jov lIe
puIIic
is due lo ils
ceIeIvil endovsenenls,
sexuaIized in-
ages,
and
pvovocalive canpaigns
lo
gavnev
allenlion Jov ils cause.1 WIiIe
lIeve Ias Ieen discussion oJ lIe elIics oJ
using
ceIeIvilies lo
canpaign
Jov sociaI
juslice,2 nan lpes
oJ cIavilaIIe and
puIIic
inlevesl
ovganiza-
lions do lIis and Iave done so Jov
eavs |Cunnings 2001, 4).3
FETA Ias
nol allvacled nucI
speciJic negalive
cvilicisn Jov lIis dinension oJ ils
puIIic
veIalions
slvaleg. Inslead,
il Ias Ieen
singIed
oul Jov
cvilique
Jov
canpaigns
lIal use
sexuaII oIjecliJied
vonen's Iodies lo
capluve
allen-
lion and olIev
canpaigns
lIal Iave nade
conpavisons
Ielveen lIe
vas
in vIicI aninaIs ave lvealed
loda
and lIe
vas
in vIicI Iunans Iave
Ieen lvealed in lIe
pasl.
FETA's I'd BalIev Oo NaIed TIan Weav Fuv
canpaign, ongoing
since
1990,4
and lIe sIovl-Iived HoIocausl on Youv
FIale and End
SIavev canpaigns,
ave nolaIIe in lIis
vegavd.5
Feninisls
Iave cvilicized lIe Jovnev
vepealedI
Jov
veIing
on sexisn lo advance
aninaI
issues,
vIiIe lIe Iallev nel vilI vecoiI Jvon
vepvesenlalive JevisI
and AJvican Anevican
gvoups
in lIe Uniled Slales vIo accused FETA oJ
equaling
lIen lo
aninaIs, veducing
lIe Iovvov oJ lIose
oppvessions,
and
vioIaling
lIeiv Iunan
dignil.6
TIese
canpaigns
and lIeiv
vesponses IigIIigIl
lIe elIicaI
queslion
oJ
Iov a
gvoup
vIicI advances a sociaI
juslice agenda,7
and lIus
pvesunaII
seIJ-idenliJies as
pvogvessive, na
inlevacl vilI
-
vIelIev
I disvegavding,
nol
addvessing, Iavnessing,
ov
expIoiling
-
olIev sociaI-
juslice
causes. TIe
slvalegies
and laclics
I
vIicI
diagnosis
oJ 'sociaI
pvoIIens'
is lvansIaled
inlo
canpaigns
Jov sociaI
cIange
invoIe novnalive
cIains, veninding
us
lIal sociaI-
juslice agendas na |aIso)
invoIve lIe
diagnosis
oJ discuvsive
Jovnalions8 lIal navI lIe slvucluvaI
suppovls
oJ novaI ovlIodoxies.9 Al-
lenlion lo lIe
Jvane|s) lIvougI
vIicI aninaI aclivisls ovienl lIeiv 'sociaI
pvoIIens
vovI' is
vilaI,
nol Ieasl Iecause aninaI Iodies ave oJlen in-
voIed in
pvaclices
oJ vaciaIizalion.
CuIluvaII
silualed discouvses
vegavd-
ing
Iunan-aninaI
Ioundavies,
and
vesuIling
novns oJ 'aninaI
pvaclices,'
conlinue lo Ie used lo conslvucl
|vaciaIized)
diJJevences Ielveen
peopIe
and suslain
povev
veIalions Ielveen doninanl and
navginaIized gvoups
|EIdev, WoIsI,
and EneI
1998).
TIis
papev
viII assess FETA's
canpaigns invoIving
lIe sexuaIizalion
oJ vonen's Iodies
-
a navIev oJ cuvvenl
gIoIaI
aninaI
advocac
-
Jvon
MANEESHA BECKHA BISTUBBINO IMAOES 37
an inlevseclionaI Jeninisl
pevspeclive,
lIal
is,
a
pevspeclive
lIal allends lo
lIe
divevsil
oJ sociaI navIevs oJ idenlilies and lIe
covvesponding
Iievav-
cIies oJ
gendev, vace, species, elc.,
lIal inJovn lIen. TIis
quev
connecls
lo lIe
veIJave-vigIls
deIale in levns oJ
Jocusing
on lIe elIics oJ aninaI
advocac
and
asIing
lIe diJJicuIl
queslion
oJ Iov lo Iesl
engage
in an
inpevJecl
vovId lo advance lIe inlevesls oJ aninaIs.
Addvessing
lIe inlev-
seclionaI dinensions oJ aninaI
advocac,
I viII
avgue
lIal lIe use oJ von-
en's Iodies lo seII aninaI
vigIls
nusl Ie vead in ils discuvsive
conlexl,
and lIal vonen's Iodies viII nol
aIvas Jiguve
in lIe sane
va
in aninaI
vigIls canpaign inagev.
TIe
pvesence
oJ JenaIe
sexuaIil
in FETA can-
paigns
sIouId nol Ie vead
innedialeI
as sexisl and
pvoIIenalic
and
na
inslead Ie
pvoduclive
and suIvevsive Jov an inlevseclionaI Jeninisl elIic.
Favl II oJ lIis
papev
inlvoduces lIe veIevance oJ
inlevseclionaIil
lo lIe an-
inaI
vigIls
deIale lo
IvieJI
sel oul
vI
lIose inlevesled in Iunan
vigIls
sIouId cave aIoul aninaIs and vice vevsa. Favl III discusses lIe naluve oJ
lIe lvo conlvovevsiaI FETA
canpaigns,
vIicI ave lIen
novnaliveI
as-
sessed in Favl IV.
FABT II INTEBSECnONALITY ANB ANIMALS
InlevseclionaIil, vIicI,
in
IegaI scIoIavsIip, enevged
oul oJ cvilicaI
vace
Jeninisn,
is a
lIeov
lIal slvesses lIal
expeviences
oJ
injuslice
ave
aIvas aIvead
lIe
pvoducls
oJ
nuIlipIe
IievavcIies
vovIing
in
Iaeved
and inlevlvined landen
|CvensIav 1989: Wing 1997).
Il is a vevsion oJ
anli-essenliaIisl
cviliques
vIicI ave nov JaniIiav in Jeninisl
scIoIavsIip
aIoul lIe need lo allend lo
nuIlipIicil
and
divevsil
in sociaI Jovnalion
and nol nainlain a Iiniled Jocus on
gendev
vIen
lIinIing
aIoul lIe in-
levesls oJ vonen
|SpeInan 1989).
MucI oJ lIe
scIoIavsIip
lIal
nevges
lIe
insigIls
oJ
inlevseclionaIil
vilI aninaIs cones Jvon Jeninisls
|BaiIe
2007,
Adans and Bonovan 1995 and
2000).
TIe
inpovlanl
conlviIulion
oJ ecoJeninisn lo IolI envivonnenlaI elIics and Jeninisl
lIeov
is ils de-
Iinealion oJ lIe IinIs
anong
vavious Jovns oJ
oppvession
lIal suIovdinale
vonen,
vaciaIized
peopIes,
and lIe EavlI. WilIin
ecoJeninisn, vegelav-
ian ecoJeninisn Ias added lIe cvilicaI
pevspeclive
oJ nonIunan aninaIs
lo ecoJeninisl
avgunenls |Oaavd 2002, Seagev 2003,
Bonovan
2006).
In
lIeiv
vevoIulionav
vovI in lIis
avea,
CavoI
J.
Adans and
JosepIine
Bo-
novan
|2000)
Iave lvaced lIe
gendeved
and vaciaI
poIilics
oJ aninaI use
as veII as lIe
species poIilics
oJ sexisl and vacisl
pvaclices
lo
avgue
lIal
lIe connodiJicalion and
expIoilalion
oJ
vonen,
vaciaIized
peopIes,
and
38 ETOICsI TOE
ENVIBONMENT 13|2)
2008
aninaIs ave
indeIiII
IinIed and
nuluaII suslaining.
Adans descviIes lIis
in veIalion lo Iev eavIiesl
pvojecl IooIing
al lIe
gendeved
cuIluves oJ neal-
ealing
and
povnogvapI
Once lIe exislence oJ neal is disconnecled Jvon lIe exislence oJ an ani-
naI vIo vas IiIIed lo Iecone lIal
neal,
neal Iecones unancIoved
I
ils
oviginaI
veJevenl
|lIe aninaI), Ieconing
inslead a
Jvee-JIoaling
inage,
used oJlen lo veJIecl vonen's slalus as veII as aninaIs.' AninaIs
ave lIe aIsenl veJevenl in lIe acl oJ neal
ealing: lIe
Iecone lIe aIsenl
veJevenl in
inages
oJ vonen
IulcIeved, Jvagnenled,
ov consunaIIe.
|Adans 2003, 14-15)
Adans dvavs ouv allenlion lo lIe discuvsive conneclions Ielveen in-
ages
oJ aninaIs and
inages
oJ vonen and Iov lIe lvo ave oJlen sland-ins
Jov eacI olIev as lIe connon suIovdinaled denoninalov in IievavcIicaI
and
connodiJing excIanges
oJ
neal-ealing
and Ielevosexisl
povnogva-
pI.
In TIe SexuaI FoIilics
oJ Meal,
and eIsevIeve
|Adans
and Bono-
van
2000),
Adans
avgues
lIal lIe
polenc
oJ lIe aIsenl veJevenl lo naIe
aninaI and
gendeved
Iodies so
JungiIIe
is enaIIed
I
a Cavlesian
Iinav
nindsel lIal associales JenaIeness and
aninaIil
vilI lIe veaIns oJ lIe
Iod
and naluve and associales aII oJ lIese
concepls
lo lIe suIovdinale
end oJ discuvsive dicIolonies sucI as
veason/enolion, nind/Iod,
cuIluve/
naluve,
elc
|Adans 2000:
FIunvood
2002).
SIe and olIev scIoIavs Iave
noled lIal Jov Jeninisls lo
eJJecliveI
disnanlIe
unjusl pvaclices againsl
vonen, lIe
nusl incIude aninaIs and lIe
concepl
oJ
species
diJJevence
vilIin lIeiv elIicaI Iovizons. SiniIav lo lIe
avgunenls
oJ inlevseclionaI-
isls,
lIe
avgunenl
undevscoves conneclions in lIe nodaIilies oJ
injuslice
in
lIal
lIe
inJIuence and conslvucl one anolIev
|Adans 2000).
SiniIavI,
as
Cav
WoIJe
|2003a)
Ias
vecenlI delaiIed,
olIev scIoI-
avs Iave exlended cvilicaI cuIluvaI
lIeov
lo aninaIs
I deconslvucling
lIe
concepl
oJ Iunan and
species |Fuss 1996,
WoIJe
2003I). TIe
Iave
expIoved
lIe
sIiJling
and
JvaugIl neaning
oJ lIe Iunan in veslevn so-
cielies and lIus denaluvaIized il in cuvvenl elIicaI lIeovies.
Jusl
as a cvili-
caI
ingvedienl
oJ Iunan
juslice pvojecls |Jeninisn, poslcoIoniaIisn, queev
lIeov)
Ias Ieen lo denonslvale lIe sociaI conslvucledness oJ
concepls
lvadilionaII inagined
as naluvaI
|vonan, nan, gendev, vace, sexuaIil,
elc.),
lIese scIoIavs Iave
sougIl
lo deslaIiIize lIe
assunplion
lIal lIe
Iunan/nonIunan Iovdev is soneIov nove
scienliJicaII Iegilinale
and
vilIoul cuIluvaI
genesis |Fuss 1996, 4).
An eJJecl oJ lIis
lvo-pvonged cvilique
is lo
IigIIigIl
lIe conneclions
MANEESHA BECKHA BISTUBBINO IMAOES 39
Ielveen Iunan-Iased
oppvessions
and aninaI-Iased ones in an eJJovl lo
pevsuade
lIose connilled lo Iunan
vigIls
lo lIinI/cave aIoul aninaIs.
WIal Ias Ieen Iess oJ a concevn
given
lIe cuvvenl
avvangenenl
oJ Iunan
elIicaI sensiIiIilies is lIe need lo
pevsuade
lIose vIo ave connilled lo
aninaIs lo aIso see lIese conneclions and lIus
cave,
iJ
lIe
do nol
aIvead,
aIoul Iunan-Iased
oppvessions.
WilI lIe conlvovevsiaI FETA
canpaigns
lIal Iave
enevged vecenlI,
lIe concevn is nol so nucI lIal FETA is a
gvoup
lIal does nol
suppovl
Iunan
vigIls
and sIouId Iecause oJ lIe in-
levaclive naluve
oJ,
Jov
exanpIe, vacisn,
sexisn and
speciesisn.
Inslead,
lIe
vovv
suvJaces lIal lIeiv
canpaigns expIoil gendeved
and vaciaIized
Iogics
and
inages
vIicI ave IavnJuI lo vonen and vaciaIized
peopIes
and
aIso,
Iecause oJ lIe inlevaclive naluve oJ
oppvessions,
aninaIs as veII. TIe
vesl oJ lIis
papev
considevs lIis
concevn, slavling
vilI a discussion oJ lIe
canpaigns.
FABT III FETA'S SE7UALIZEB CAMFAIONS
One visil lo FETA's veIsile naIes cIeav lIe nunevous
canpaigns
lIal
il undevlaIes vilI
vespecl
lo aninaIs in
Jood, cIolIing, enlevlainnenl,
veseavcI,
elc.10 WIiIe nol aII oJ lIese
canpaigns
invoIve
nudil
ov ovevl
sexuaIil,11 nan
do.12 1 Iave cIosen lo Jocus on lvo
canpaigns onI
as iI-
Iuslvalions oJ lIe
lpe
oJ
advocac
in vIicI FETA
engages.
I Iave cIosen
lIe I'd BalIev Oo NaIed/Fuv is Bead
Canpaign
and nove vecenl anli-Juv
and olIev sIin
ads,
Iecause FETA's vovI on Juv is vIal
caugIl
lIe allen-
lion oJ lIe nainslvean and
IeIped
cenenl lIe associalion oJ FETA vilI
JenaIe
nudil
and sex. I JoIIov lIis discussion vilI a
descviplion
oJ lIe
nev MiII Oone WiId
|MOW) canpaign,
vIicI is
pevIaps
a
IavIingev
oJ
Juluve diveclions in
advocac
Jov FETA.
A)
Anli-Fuv and SIin
Canpaign
FETA's anli-Juv
canpaign
Ias a
Iong Iislov.13
WIiIe lIe
lolaIil
oJ lIe
canpaign
is nol aIoul naIed JenaIe
Iodies,
and
nan
sevious ads exisl
veIing
on olIev enolions and cuIluvaI
snIoIs
lo insliII an anli-Juv nes-
sage,14
a
pvoninenl conponenl
oJ lIe ovevaII anli-Juv inilialive Ias Ieen
lIe I'd BalIev Oo NaIed TIan Weav Fuv
canpaign.
In lIis
canpaign,
FETA van a sevies oJ
pvinl
ads
Jealuving
Janous and
enevging ceIeIvilies,
nosl oJ lIen JenaIe and nosl oJ lIen
vIile,
in
pavliaII
nude sIols.15
TIe Janous
sIogan
Jvon lIis
canpaign
is associaled vilI a
pavlicuIav
ad
40 ETHICS & THE ENVIBONMENT, 13|2)
2008
Jealuving
Janous
supevnodeIs
vIo cIained lIal
lIe
vouId valIev
go
naIed lIan veav Juv. TIe
sIogan
vas conlinued in ads
Jealuving
non-
nodeI ceIeIvilies as veII and Jovned a
pvoninenl, aIlIougI
nol excIusive
pavl,
oJ FETA's anli-Juv
advocac.
One oJ lIe
pvinl
ads Jvon lIe I'd BalIev
Oo NaIed TIan Weav Fuv
Canpaign
sliII
appeaving
on FETA's veIsile
Jealuves 21
-eav
oId aclov
Boninique
Svain
posing
nude.16 SIe is
slvalegi-
caII pIaced
in Jvonl oJ a cIaIIIoavd lo covev
sexuaII expIicil
aveas Iul
aIso lo invoIe nol-so-suIlIe associalions vilI Iev
scIooIgivI
slaluve as lIe
Iead aclvess in lIe vecenl venaIe oJ lIe
JiIn,
LoIila. SIe is
vviling
Iines
on lIe cIaIIIoavd
indicaling
lIal sIe vouId valIev
go
naIed lIan veav
Juv. TIe
caplion
undev Iev slales lIal Iindness is a cIass acl.
AIongside
lIe I'd BalIev Oo NaIed TIan Weav Fuv
canpaign,
is
FETA's Fuv is Bead
canpaign.
TIe
visuaIil,
ov sociaI
neanings
ascviIed
lo vIile JenaIe
Iodies,
is
depIoed
Ieve as veII. One ad Jealuves FaneIa
Fig.
1.
Boninique
Svain's I'd BalIev Oo NaIed TIan Weav Fuv FETA
Anli-Fuv Ad.
MANEESHA BECKHA BISTUBBINO IMAOES 41
Andevson,
FETA's inlevnalionaI
spoIespevson
and
pevIaps
lIe
conlenpo-
vav
enIodied
epilone
oJ doninanl vIile
Jenininil
as sexuaIized and
on-dispIa
Jov a naIe Ielevonovnalive
gaze,
vilI Iev nude IacI lo lIe
caneva and
IooIing
ovev Iev
vigIl
sIouIdev. SIe is
IeaviI nade-up,
and
appeavs
lo Ie
Ivaving vinlv
vealIev vilIoul
an cIolIing.17
Undev JaII-
ing
snovJIaIes lIal accenluale lIe vIileness oJ
Andevson,
sIe leIIs viev-
evs lo Oive Fuv lIe CoId SIouIdev.
SliII anolIev
ad, Jealuving
a nude and vIile Miss Oveal
Bvilain,
Yana
BoolI,
advocales
againsl
lIe use oJ Ieav sIins
I
BvilisI
guavds
vilI lIe
caplion
Bave
SIin,
Nol Beav SIin.18
Fig.
2. FaneIa Andevson's Oive Fuv TIe CoId SIouIdev FETA Anli-Fuv Ad.
Sone oJ FETA's ads cvoss lIe lIvesIoId oJ
sinpI dvaving
allenlion lo
Juv
lIvougI
naIedness and
sexuaIizing
lIe vIile JenaIe
Iod
as
oIjecl
Jov
naIe
pIeasuve
as lIe aIove ads
do,
lo
acluaII cvealing
an
expIicil
associa-
lion Ielveen lIe discuvsive lexl
nessage
and lIe
inage
oJ vIile vonen
42 j
'*
Fig.
3. Yana BoolI's Bave
SIin,
Nol Beav SIin FETA Anli-Fuv Ad.
as sex
oIjecls.
In lIis second
calegov,
in addilion lo lIe visuaI
inages,
ve
Iave lIe exlva-sexuaIized dinension oJ lexluaI veJevences lo sexuaI aclivi-
lies ov
Iod pavls.
One anli-IealIev ad Jealuves vIile aclvess AIicia SiIvev-
slone in a IIacI doninalvix/IiIev cIicI oulJil lIal
spovls
a IaIeI
leIIing
peopIe
lo FaIe il
-
Jov lIe AninaIs' SaIe. TIe
caplion
undevnealI SiIvev-
slone veads FIealIev
YouvseIJ,19 Iavnessing
lIe
aIiIil
oJ lIe
appeIIalion
Jov Jaux IealIev lo
pIa upon
a nove discveel levn Jov nasluvIalion.
InleveslingI,
lIe
conlvav nessage
is deIiveved lo vonen
I
MeIissa
Bivevs vIo
appeavs
in an ad vilI vIal
appeavs
lo Ie a JaIe Juv
coal,
leII-
ing peopIe |vead vonen)
lo JaIe il. ..Jov lIe aninaIs' saIe!20 TIe ad
expIoils
lIe cuIluvaI
InovIedge
avound lIe
inaIiIil
oJ convenlionaI Iel-
evosexuaI sexuaI
pvaclices
lo
sexuaII salisJ
lIe
najovil
oJ vonen. In-
slead oJ
encouvaging
vonen lo
pIealIev lIenseIves, lIe
ave loId Ieve
lo veenacl a
IeaviI gendeved
sexuaI
scvipl
Jov lIe IeneJil oJ aninaIs.
In
el anolIev,
lIe vIile Anna NicoIe SnilI
adopls
a
pose
suvvounded
MANEESHA BECKHA BISTUBBINO IMAOES 43
Figs.
4&5. AIicia SiIvevslone's FIealIev YouvseIJ FETA Anli-LealIev
Ad and MeIissa Bivevs' FaIe Il FETA Anli-Fuv Ad.
I
vIile nen vIo laIe
pIeasuve
al
IooIing
al Iev. Il is
slaged
lo inilale
MaviIn Monvoe,
lIe
gIosl
vivaI oJ Andevson as lIe
cIassic,
vIilev lIan
vIile,
sex
IonIsIeII,21
in Iev cIassic OenlIenen FveJev BIondes nunIev
in lIe JiIn Bianonds Ave a OivI's Besl Fviend. WilI an avn
upvaised
lo
veveaI a
nelicuIousI
IaivIess
undevavn, inlinaling
a
siniIavI gvooned
nelIev avea
Iing
IenealI lIe
dvess,22
lIe
caplion
IeIov SnilI veads
OenlIenen FveJev Fuv-Fvee BIondes.23
A siniIav
slvaleg
vas
enpIoed
in an ad
Jealuving
lIe Iovev IaIJ oJ a
IiIini-veaving
sIendev vIile vonan. TIe vonan's
puIic
Iaiv
pvolvudes
pasl
lIe Ioundavies oJ lIe IiIini JaIvic. TIe
caplion
veads Fuv lvin.
Unallvaclive.24 WIeveas lIe associalion vilI and douIIe enlendve lo lIe
pvopev appeavance
oJ JenaIe
puIic
Iaiv in SnilI's anli-Juv slalenenl
aIove
|Fig. 6)
is
suggeslive,
Ieve il is
unnislaIaII expIicil.
A siniIav associalion Ielveen aninaI and vonen Iodies occuvs in
a
pvinl
ad lIal Jealuves a naIed
Inogen BaiIe,
vilI a
suvpvised
IooI on
Iev
Jace, IoIding
a vIile
Iunn againsl
Iev lo
pusI up
Iev Iveasl vIiIe
44 ETHICS&THE ENVIBONMENT, 13|2)
2008
Figs.
6 & 7. Anna NicoIe SnilI's OenlIenen FveJev Fuv-Fvee BIondes
FETA Anli-Fuv Ad and Fuv lvin. Unallvaclive FETA Anli-Fuv Ad.
sIieIding
lIe
nippIe.
TIe lexl veads Hands OJJ lIe Buns.25 TIe sexuaI-
ized
nessage
can Ie vead as an inslvuclion lo Ieave IolI aninaIs and
vonen aIone.
FinaII,
lo vound oul lIis
sanpIing,
ve encounlev an
inage |Figuve 9)
oJ BvaziIian
nodeI,
Fevnanda
Tvavaves, appeaving
on a JasIion
vunva
in
a lanI
lop
and nini sIivl
designed I vegelavian
JasIion
designev
SleIIa
McCavlne.26
SIe IoIds an anli-Juv
sign
in one Iand vIiIe sIe sniIes
pIa-
JuII el conJidenlI
inlo lIe caneva. TIe lexl nexl lo Iev veads ModeIs
SIouId Ie lIe
OnI
Foxes on lIe
Bunva. SaJeI assuning
lIal vievevs
viII sIave a cuIluvaI Iexicon vIicI veJevs lo
vonen,
vilI
pejovalive
in-
lenlion,
as aninaIs lo
conve
vavious
lvails,
vilI Joxes
denoling
sexuaI
desivaIiIil,
lIe ad
encouvages
lIe JasIion
induslv
lo
vejecl
Juv
|Bunaev
2001).
MANEESHA BECKHA BISTUBBINO IMAOES 45
Figs.
8 &9.
Inogen BaiIe's
Hands oJJ lIe Buns FETA Anli-Fuv Ad
and Fevnanda Tvavaves' ModeIs SIouId Be lIe
OnI
Foxes on lIe
Bunva
FETA Anli-Fuv Ad.
B)
MiII Oone WiId
Canpaign
Even aJlev lIe
Ieda
oJ lIe I'd BalIev Oo NaIed
Canpaign,
FETA
conlinues lo
pIace sexuaIil,
sex and JenaIe Iodies al lIe cenlev oJ ils anli-
Juv and olIev aninaI
advocac.
Fvolesls
inpugning civcuses,
Jov exan-
pIe,
Iave allvacled
conlvovevs
Jov lIeiv
pIacenenl
oJ
nininaII
cIolIed
vonen,
vilI
ligvess
ov olIev aninaI
navIings,
in
cages
undev lIe Iannevs
oJ
SIacIIed, LoneIiness,
Bealen vilI allendanl caIIs lo
Iocoll
aninaI
civcuses undev lIe Iannevs. A vecenl FETA e-nevsIellev
pvovides
a IinI
lo lIe CIicIs Jov CIicIs
canpaign
vIicI
appeavs
on FETA's
KenlucI
Fvied
CvueIl
veIsile.27
TIeve,
one Jinds Jouv
pIolos
oJ Jouv JenaIe FETA
aclivisls and
enpIoees
vIo Iave donned cIicIadee
eIIov
IiIinis in
vinlev vealIev lo dvav allenlion lo KFC's lvealnenl
|descviIed
as lov-
luve on lIe
signs
lIe vonen
IoId)
oJ cIicIens. TIis
canpaign
aIso
cIoseI
vesenIIes lIe vovI oJ FETA's Connando
CIicIs,
vonen vIo do
vegan
aclivisn Jocused on lIe lvealnenl oJ cIicIens on
Jaclov
Javns.28
Bul
pevIaps
lIe nosl conlvovevsiaI nev
canpaign juxlaposing
JenaIe
46 ETHICS & THE
ENVIBONMENT, 13|2)
2008
sexuaIil
vilI lIe aninaI
vigIls nessage
is FETA's MiII Oone WiId
|MOW)
canpaign.29
TIis is a
poIilicaI spooJ
oJ lIe OivIs Oone WiId
|OOW) pIe-
nonenon. OOW is an
induslv
lIal cenlevs on a leIevision sIov
lavgeled
al
seIIing
videos/BVBs oJ
coIIege-aged
vonen vIo Iave lIeiv Iveasls Jov
lIe caneva and
engage
in olIev
sexuaII suggeslive
IeIaviov vilI olIev
vonen ov
I
lIenseIves.30
AIlIougI
lIeve ave
nan
vonen vIo
pavlici-
pale
in lIe
JiIning
vilI incIinalions lovavd
exIiIilionisn,
lIe
enlevpvise
allenpls
lo
pvojecl
a navvalive oJ olIevvise nice
givIs Ielling
lIeiv sexuaI
inIiIilions dovn vIiIe on vacalion lo cveale a
voeuvislic sanpIing
Jov
lIe vievev oJ lIe
evolic/povnogvapIic
Jeasl lIal avails lIen on lIe even
nove
gvapIic
videos avaiIaIIe Jov
puvcIase. Indeed,
lIe allvaclive
oung
naIe canevanen vIo descend on dvunIen
pavl
veveIevs lo scoul Jov
conpIianl
vonen ave
given nonelav
Ionuses iJ vonen
lIe
vecvuil Jil
lIe
inage
oJ innocence lIe sevies covels
|HoJJnan 2006).
A
lpicaI vignelle
on lIe inJonevciaIs is Jov lIe caneva lo Ie Jocused
on a vonan ov a
gvoup
oJ vonen
|again, ovevvIeIningI vIile)
and lIe
voice oJ lIe naIe
pIologvapIev,
ov sonelines lIe
lIivlsonelIing
CEO
IinseIJ vIo
Jiguves pvoninenlI
in lIe
inJonevciaIs, asIing
lIen iJ
lIe
vouId laIe oJJ lIeiv
lops, expose
lIeiv
genilaIs,
ov
sexuaII
loucI eacI
olIev.
InvaviaII,
lIe vonen
lIe
sIov
acquiesce
lo lIe denands and a
censovsIip
Iand viII
appeav
on lIe inJonevciaI
coveving an ovevexposuve
oJ sIin. In veluvn Jov lIeiv
nudil
and sexuaI
expvession/oIjecliJicalion,
lIe vonen
na
veceive OOW
cIolIing,
one eIenenl oJ lIe
IiJeslIe
Ivand
lIal lIe CEO is
lving
lo
cuIlivale,
sucI as a T-sIivl ov a lvucIev's Ial
|HoJJnan 2006).
TIe
vignelles
ave
peviodicaII inlevvupled I
lIe
pIug
lo
Iu
lIe
pvoducls
vIicI do nol conlain
an censoving
and lIus
pevnil
lIe
puvcIasev
lo viev even nove. Al Iasl
counl,
lIeve veve 48 ov so lIened
videos/BVBs vilI lIe
appavenlI liliIIaling
lilIes oJ OivIs Oone WiId Sex
Slavved
CoIIege OivIs,
OivIs Oone WiId UIlinale Sex
BusI,
OivIs Oone
WiId Bovn Boon
Fanlasies,
and even OivIs Oone WiId Canada.31
TIe
enlevpvise
Ias Iecone a $40
niIIion
pIaev
in lIe
soJl-povn
in-
duslv |HoJJnan 2006),
nol
incIuding
lIe vevenue
genevaled
Jvon
spin-
oJJ
cIolIing
and veslauvanl
Iines,
and nusic CBs
|HoJJnan 2006).
Oiven
ils
pvesence
in
puIIic cuIluve,
and
especiaII
vilI lIe
oungev coIIege
cvovd,
il is nol
suvpvising
lIal OOW Ias Iecone lIe
oIjecl
oJ
spooJ
and
inilalion. FETA's MiII Oone WiId
canpaign pavodies
OOW. A visil lo
FETA's
niIIgoneviId.con
veIsile veveaIs FETA's use oJ sex lo dvav al-
MANEESHA BECKHA BISTUBBINO IMAOES 47
lenlion lo lIe aIuses invoIved in lIe
daiv induslv
and lIe unnaluvaIness
oJ
dvinIing
niII and
consuning daiv.32
Visilovs ave inviled lo cIicI on a
Iannev
Jealuving oung
vonen lo
Join
lIe
Favl.33
AnolIev
Iox,
vIicI
Jealuves a
IoIIing pinI
civcIe vilI an innev
ving
leIIs visilovs lo CIicI
on lIe
nippIe
Jov sone T8cA...ev...naIe lIal sone
Q&A.34 CIicIing
on
IolI
Ioxes,
oJ
couvse,
laIes one lo inJovnalion and slalislics aIoul
daiv
consunplion
and lvies lo deIunI
nlIs
and
vespond
lo
avgunenls
aIoul
vI peopIe
vouId vanl lo conlinue lo dvinI niII.35
TIe
nainsla
oJ FETA's MOW
veIsile, Iovevev,
is lIe TV
spol
lIal
vas Ianned Jvon
appeaving duving
lIe 2006
Supev
BovI.36 TIis is
ap-
pvoxinaleI
a 28 second
spol
lIal JoIIovs lIe
lvopes
oJ OOW A
noving
caneva enlevs a
pavl
zone/dance cIuI/Iav
alnospIeve
and zevoes in on
oung
vIile vonen vIo ave
encouvaged
lo Iave lIeiv Iveasls. TIe Jivsl
lvo sniIe
el veJuse,
and lIen slavls a slvean oJ vonen vIo do veveaI
one ov IolI Iveasls. As lIe
cIip conlinues,
ve Iave a vonan
gvaling
in a
IalIvoon and olIevs
vaving
lIeiv Iveasls avound. TIe lvisl vilI
MOW,
is lIal lIe Iveasls lIe vonen veveaI ave cov uddevs
-
svoIIen, engovged
and
dvipping
vilI niII
slveaning
dovn onlo lIe JIoovs and
pasl
lIe
open
noulIs oJ dvunIen and cvazed
oung, IavgeI vIile,
nen
vIooping
lIe
vonen on. TIe
cIip
cIoses vilI vonen's voices
decIaving
MiII Oone
WiId
|pavaIIeIing
lIe vonen in OOW vIo slale lIe Ivand aJlev
lIe
Iave done
sonelIing
viId IiIe
Iaving
lIeiv
Iveasls),
JoIIoved
I
a
IIacIened scveen lIal Jades inlo lIe slalenenl Meel
ouv
MiII. AJlev
lIe
pavl
sIocI
segnenl
is
ovev,
lIe video
Iegins cIvonicIing
lIe lvealnenl
aninaIs conJvonl in niII
pvoduclion
Jov sevevaI
ninules, sIoving inages
oJ
conJinenenl, engovged uddevs, sIaugIlev,
and veaI auclions.
FABT IV CAMFAION ETHICS
Il is diJJicuIl lo cvilicize lIe conviclion lIal aninales FETA's can-
paigns.
AninaIs ave sucI an
oppvessed gvoup
and lIe
expIoilalion
lIal
lIe undevgo
al lIe Iands oJ Iunans is unJalIonaIIe.37 FETA's
allenpls
lo veveaI lIeiv IovviJic lvealnenl vilI sex and sexuaIized
inages
oJ vonen
Ias Ieen cvilicized Jov ils
seening 'Jovgelling'
oJ olIev
oppvessions
and
IievavcIies
-
a cvilicisn sonelines
aIigned
vilI a
pvesenlalion
oJ aninaI
aclivisn and
advocac
as a
'pvoIIenalic' singIe-issue
sociaI novenenl.
TIese
cviliques
oJ
'inconpIele advocac'
avoid
engaging
vilI lIe con-
lexls oJ aninaI aclivisn and lIe
cIaIIenges
oJ
avlicuIaling
lIe veaIilies oJ
inslilulionaI aninaI
expIoilalion.
Il Ieavs
venenIeving
lIe lvauna lIal
48 ETHICS & THE
ENWBONME?
'
aninaI advocales
expevience lIvougI advocac vepIele
vilI
inages
and
Iive visuaIs oJ aninaI
suJJeving
and lIe allendanl disavovaI oJ lIis suJ-
Jeving I
lIe
Iavgev sociel |Bvanl 2006).
As Tainie
Bvanl expIains
in
discussing
lIe disnissive
vesponses
lIal aninaI advocales oJlen veceive lo
lIeiv
JeeIings
and vovI
Is il
an
vondev lIal sucI
disnissive, condescending vesponses
Jvon
appavenlI caving peopIe
naIe il diJJicuIl Jov lIose so-lvealed lo ve-
spond
lo olIevs'
lvulI-leIIing
aIoul lIeiv ovn lvaunalic Iessons? WIen
aclivisls,
in
an
sociaI
juslice novenenl,
nusl Ie
vIoII
dedicaled lo
speaIing
lvulIs lIal olIevs viII nol ov cannol
Ieav,
il is a
gavganluan
lasI Jov lIen lo laIe on aII oJ lIe Jovns oJ
oppvession
inlevlvined vilI
lIe lvulIs
lIe speaI.
Is il
veaII an
vondev lIal advocales
seeIing
lo
end
expIoilalion
oJ aninaIs Jov JIesI Jood
pvoduclion
ave unaIIe
JuII
lo considev lIe
pIigIl
oJ
ninovil
vovIevs Jvon vIon
joIs
vouId Ie
laIen as a vesuIl oJ lIeiv aclivisn? Is il
veaII an
vondev lIal advocales
seeIing
lo end
expIoilalion
oJ vovIevs ave unaIIe
JuII
lo considev lIe
suJJeving
oJ aninaIs in lIose sane
enlevpvises? |2006, 114)
Bvanl IigIIigIls
lIe
inconpIeleness
oJ
advocac
lIal sone
na pevceive
in a
canpaign
lIal vesisls
Jaclov Javning
Iul is siIenl on
veposilioning
Jaclov
vovIevs in anolIev non
aninaI-aIusing induslv. SIe,
oJ
couvse,
vanls lo vesisl lIe cIavaclevizalion oJ lIe
advocac
as
inconpIele
ov in
sone
va
deJicienl. I
join
Iev in lIis vesislance. Bul lIe
avgunenl
I naIe
Ieve asIs
sonelIing
diJJevenl oJ aninaI advocales sucI as FETA. I an
nol
suggesling
lIal FETA nusl Ivoaden ils nandale lo incIude vonen's
vigIls AIlIougI
sucI coIIaIovalive
advocac,
as
Bvanl |2006, 126-27)
levns
il,
vouId Ie a
posilive deveIopnenl,
a Jocus on nonIunan aninaIs
is sliII
Iegilinale.
BalIev,
FETA's
canpaigns
sIouId Ie inJovned
I
Jeninisl vovI.
TIis neans lIal lIeiv
canpaigns
sIouId nol
inlenlionaII
enlvencI sex-
isn and olIev diJJevence-Iased IievavcIies ov
den
lIe
oppvessive
veaIi-
lies Jov
navginaIized
Iunans. To veluvn lo
Bvanl's exanpIe, |a)l
lIe
vev Ieasl,
aninaIs' advocales sIouId nol
den
lo lIose vovIev
gvoups
vIal
lIe
lIenseIves ave denied
vecognized Iegilinac
oJ lIeiv cIains
|Bvanl 2006, 125).
TIeve ave sevevaI veasons Jov
lIis,
Iul lIe one lIal I
Iave advanced Ieve is lIe inlevseclionaI
avgunenl
lo lIe exlenl lIal lIe
discouvses
suppovling injuslices againsl
vonen ave
inlinaleI
connecled
lIvougI Iinav
duaIisns and olIevvise lo
injuslices againsl aninaIs,
lIe
Iallev,
vIicI aII aninaI advocales nusl cave aIoul
I deJinilion,
viII nol
MANEESHA BECKHA BISTUBBINO IMAOES 49
Ie undone
|Oaavd 2002, 133:
WoIJe
2003I, 7). EnpIasizing
lIis con-
neclion, lIen,
is nol lo devaIue lIe cvilicaI vovI
pevJovned I
aninaI
advocales ov lIe
inlensil
oJ lIe lvauna lIal vovI can
pvoduce. BalIev,
il is
pvoJJeved
lo naIe aninaI
advocac
nove eJJeclive vIiIe
encouvaging
peopIe
vIo
aIvead
cave a
gveal
deaI lo lIinI oJ even nove Jovns oJ nav-
ginaIil
iJ
lIe
Iave
aIvead
nol done so
|and,
oJ
couvse, nan Iave).
WilI
lIis cIaviJicalion in
Iand,
I nov luvn lo an assessnenl oJ FETA's anli-Juv
and sIin
canpaign
Jvon an inlevseclionaI
pevspeclive.
A) OIjecliJicalion
AIlIougI
nol aII oJ lIe anli-Juv/sIin
advocac
uses
conpvonised
inages
oJ
oung vonen,
and
lIougI
sone oJ lIe
inages
ave
avguaII
sex-posilive
and
encouvaging
oJ JenaIe
sexuaIil |Figuve
4 FIealIev
YouvseIJ),
a suIsel oJ
inages
exisl lIal ave
pvoIIenalic
Jvon a Jeni-
nisl inlevseclionaI elIic. TIis is Iecause lIe
inages
ave evocalive oJ lIe
soJl
povnogvapIic inages
lIal
appeav
in
puIIicalions
sucI as
FIaIo
and
FenlIouse in lIeiv
vepvoduclion
oJ nude vIile JenaIe Iodies lo Ie con-
suned
I
a
naIe,
Ielevonovnalive
gaze |MuIve 1975,
IooIs
1992).38
FaneIa Andevson slviIes a cIassic cone IilIev
pose
lIal is slandavd
Jave in lIe Ielevonovnalive
vepvesenlalion
oJ vonen Jov lIe
pIeasuve
oJ
nen
|Figuve 1).
TIe
uIiquil
oJ lIe
vIile,
IelevosexuaI naIe
gaze
valcI-
ing
vonen's Iodies is iIIuslvaled veII
I
lIe
scIooIgivI
slance
Boninique
Svain
pvojecls
in Iev ad
|Figuve 2).
Hev
suggeslive gaze
lovavd lIe vievev
is Jvaned
I
an
appIe
IeJl Jov lIe leacIev vIose
posilion
and
discipIining
aulIovil
and
gaze
ve ave asIed lo
adopl.
TIe
inages,
and lIe
popuIavil
oJ
Iong, ninIIe, IIond,
and aIIe-Iodied vIile nodeI Iodies lIal
appeav
in lIen
|FaneIa Andevson, Boninique Svain,
AIicia
SiIvevslone, elc.),
aIso
engage
and
pevpeluale
a
vaciaIized, gendeved,
and aIIeisl discouvse oJ
Ieaul
and lIeiv allendanl
pvaclices
oJ seIJ
pvesenlalion
lo acIieve
inpos-
siIIe slandavds oJ allvacliveness lo IelevosexuaI nen
|Bovdo 1995:
WoIJ
1995:
IooIs
1992, 73).
TIe OenlIenen FveJev Fuv-Fvee BIondes ad
Jealuving
Anna NicoIe
SnilI
|Figuve 6)
does lIis
expIicilI,
vIiIe lIe olIev ads do lIis
inpIicilI
I Jealuving
nodeI Iodies lIal
upIoId
a slandavd oJ
IodiI pevJeclion,
incIuding
lIe
pevJeclion
oJ vIileness lIal veIies on exlensive
vegines
oJ
discipIining
one's
Iod. Indeed,
vaciaI
Iogics
ave cvilicaI lo FETA's can-
paigns
insoJav as
lIe
seeI lo undevscove lIe innocence oJ aninaIs
I
50 ETHICS & THE
ENVIBONMENT, 13|2)
2008
cIoosing
vIile Iunnies and
Jealuving
lIen vilI
oung
and vIile Iodies
|see Figuve 8).
As IeII IooIs
|1992, 61-77)
Ias
noled,
il is vIileness and
vIile vonen's Iodies vIicI venain lIe
veposilov
oJ innocence vIiIe
BIacI
vonen,
Jov
exanpIe,
ave
pevnilled
sexuaI
vepvesenlalion,
even
agenc, onI
as JaIIen vonen
inIaIiling
siles oJ
aninaIil
and Iusl.
WIeve FETA does incIude sone
inages
oJ naIed vIile
nen, lIe
ave
eilIev conedic and non-sexuaIized
|see Figuve 10)39
ov
appeav aIong
vilI
naIed vIile vonen
|see Figuves
11 and
12).40
WIile nen ave nol encouv-
aged
lo
nodiJ
lIeiv Iodies Jov
Ieaul |Weav
Youv Ovn Fuv
-
Figuve
10). TeIIingI,
lIe
onI
sexuaIized nen in a cuvvenl
pevusaI
oJ FETA's
pvinl
ads
gaIIev veIaling
lo Juv veveaIs ave lIose oJ
vaciaIized,
and
speciJicaII,
BIacI nen
|see Figuve 13-15),41
lIus
inslanlialing
lIe doninanl
pallevn
oJ lIe
IpevsexuaIized
IIacI
Iod.
TIe ad oJ KvisloJJ Sl.
JoIn |Figuve 14)
is
pavlicuIavI
inslvuclive oJ lIe doninanl vaciaIized navvalives al
pIa.
Al
one IeveI lIe ad vevevses lIe lived
vepvesenlalion
oJ non-vIile nen
Iusling
aJlev vIile JenaIe Iodies
I sIoving
lIvee
vonen,
dvessed in oJJice al-
live no
Iess,
in lIe
IacIgvound cIecIing
oul Sl.
JoIn's
Jovn.
Yel,
vilI lIis
vaciaIized JenaIe
gaze |lvo
oJ lIe vonen ave vIile and one is
Asian),
Sl.
JoIn's
ovn
suIjeclivil,
enaIIed
I
Iis divecl
gaze
lovavd lIe
audience,
is navved. In
Figuve 13,
lIe BIacI naIe
Iod
is
caged
aIove lIe
caplion
lIal Fuv Biles. TIe cIoice oJ a navIed BIacI
Iod
lo sland-in Jov lIe
aninaI,
vIicI velvieves lIe vacisl
Iislov
oJ
pavaIIeIs
Ielveen BIacIs and
aninaIs
|Oaavd 2002, 125-6),
ovevvIeIns
an
suIvevsive
nessage
ve-
gavding
lIe associalions Ielveen lIe
incavcevaling
eJJecls oJ aninaI and
Iunan
oppvessions.
Oiven lIe
Jvequenc
vilI vIicI FETA Ias used lIe soJl
povnogvapIic
lvope
lo advocale Jov
aninaIs,
il is nol
suvpvising
lIal il Ias Jound ilseIJ
al odds vilI
Jeninisls,
IolI vilIin and oulside oJ aninaI
advocac,
vIo
Iave
expvessed
concevn and
cnicisn
aIoul lIe
canpaigns IavgeI
due lo
ils
gendeved
dinensions
|as opposed
lo vaciaIized
vepvesenlalions) |Face
2005, Cvaig 2002).42
A
vev
vecenl inlevviev
queslioned Ingvid NevIivI,
lIe co-Joundev and Fvesidenl oJ
FETA,
aIoul Iev vievs on lIe
cviliques
FETA Ias
genevaled
Jvon Jeninisl cvilics vIo ave
snpalIelic
lo FETA's
cause,
Iul nol
necessaviI
lIe neans FETA
enpIos.43
In
vesponse
lo a
queslion IigIIigIling
lIe
diJJicuIl
oJ
acIieving vevoIulionav cIange I
pIaing
vilIin lIe
sslen |Ieve using
vonen's Iodies lo seII aninaI
vigIls),
NevIivI
vesponds
MANEESHA BECKHA BISTUBBINO IMAOES 51
Figs.
10&11. Bavid Cvoss's Weav Youv Ovn Fuv FETA Anli-Fuv Ad
and Boss ModeIs' Tuvn Youv BacI on Fuv.
52 ETHICS &THE ENVIBONMENT, 13|2)
2008
Figs.
12 & 13.
Jenna
Movasca and ElIan ZaIn's We'd BalIev Oo
NaIed TIan Weav Fuv FETA Anli-Fuv Ads and MoIa's Fuv Biles.
Suve. We do
pIa
lIe
gane
Jvon vilIin lIe
sslen.
TIal is vIal ve
Iave cIosen lo do.
Hovevev, nudil pev
se isn'l oJJensive lo us. I Iave
a
picluve
oJ a naIed vonan
ceIeIvaling
Iev
nasleclon
on
n
desI.
SIe's IeauliJuI vilI one Iveasl.
Beaul
doesn'l
vequive nudil
ov Soci-
el's |IioIogicaI)
idea oJ
pevJeclion,
Iul lIeve's aIso
nolIing vvong,
in
n IooI,
vilI lIe
pevJecl
Iunan
Iod Ieing
used lo seII an idea.
I vesenl lIe idea oJ sone vonen
assuning
lIe voIe oJ
JalIev, IvolIev,
IoJviend,
and
leIIing
ne and olIev vonen lo
pul
ouv cIolIes IacI
on,
covev
up
and IeIave. IJ I vanl lo
slvip
Jov
Jun,
lo use
n Iod
as a
po-
IilicaI
looI, vIalevev,
il is
n
Iusiness.... AII lIe vonen and nen in ouv
NaIed ads ave
voIunleevs,
no one naIes lIen do vIal
lIe do,
and
iJ il
conpeles
vilI
seIIing
Juv coals and naIes
peopIe
lIinI
ou
can Ie
sex, vIicI,
Jace
il,
is lIe
goaI
oJ
nan consunevs, gveal.44
AJlev Jivsl
denouncing
lIe
Ieaul
ideaI
sociel upIoIds lIvougI
lIe naslec-
lon veJevence,45
NevIivI deJends lIe ceIeIvalion and
Iavnessing
oJ Ieau-
liJuI Iodies
lIvougI
lIe lvin Jeninisl vaIues oJ
enpovevnenl |I
vesenl
MANEESHA BECKHA BISTUBBINO IMAOES 53
Figs.
14&15. KvisloJJ Sl.
JoIn's
Be ConJovlaIIe In Youv Ovn SIin
and Bennis Bodnan's InI Nol MinI FETA Anli-Fuv Ads.
lIe idea oJ sone vonen
assuning
lIe voIe oJ
JalIev, IvolIev, IoJviend)
and
aulonon |no
one naIes lIen do vIal
lIe do).
SIe adnils lIal
FETA Ias cIosen lIe
palI
oJ
vovIing
vilIin lIe
sslen
lo acIieve ils
goaI
oJ
exposing
lIe
puIIic
lo aninaI
advocac,
Iul lo lIe
cIavge
lIal FETA's
use oJ one
oppvession
lo cuve anolIev is
unacceplaIIe
in an elIicaI
sociel,
lIe vaIues oJ
enpovevnenl
and
aulonon
enaIIe NevIivI lo vesisl lIe
cIavaclevizalion oJ FETA's
canpaigns
as
oppvessive.
In
doing so,
sIe veIeavses vIal Iave Iecone
slapIe
Jeninisl
avgunenls
in Javov oJ cevlain Jovns oJ
povnogvapI,
sex
vovI,
and connodiJicalion
oJ JenaIe Iodies.46 Sone Jeninisls Iave cvilicized lIe lIeovies oJ inJIuen-
liaI
anli-povnogvapI
Jeninisls sucI as CalIavine MacKinnon and Andvea
BvovIin as anli-sex and
vesponsiIIe
Jov
ecIipsing
lIe
IiIevalov polenliaI
oJ
puIIic
sexuaI
expvession
Jov sone
vonen, given Iong-slanding
cuIluvaI
vepvesenlalions
oJ vonen as disinlevesled in sex
|BuIin 1993a).47 OlIevs,
vIiIe
acInovIedging
lIe exislence oJ lIe
|vIile, niddIe-cIass,
Ielevosex-
uaI)
naIe
gaze
lo vIicI lIe
najovil
oJ cuIluvaI
vepvesenlalions
calev in
enlevlainnenl and lIe
peddIing
oJ
pIeasuve, poinl
lo lIe
inconpIeleness
oJ cuIluvaI
veadings
oJ
sexuaIil
lIal cannol conceive oJ lIe
pIeasuve
oJ
54
Ieing
lIe
inage,
lIe
JelisI,
ov lIe
oIjecl
oJ lIe
gaze |HaIIevslan 2005).
Even lIe
deep
Ielevonovnalive Jvane oJ lIe
povnogvapI induslv |BuIin
1993I)
can
ieId seIJ-acluaIizing
vesuIls Jov vonen
vIo, despile
a
vange
oJ
oplions,
cIoose lo enlev ov conlinue vilI sex vovI
|Navaan 2002:
Kapuv 2005).
In a siniIav nove lIal vouId
aIign
Iev vilI
pvo-sex
Jeninisl
cviliques,
NevIivI insisls lIal FETA's ads ave nol sexisl
neveI
Iecause
lIe
use sex since
|n)udil
is nol
snonnous
vilI sexisn.48 In
giving
lIis
vesponse,
sIe is aIIe lo disavn lIe
cIavge
oJ
Ipocvis
IeveIed
I
lIe
inlevvievev vIo asIs vIal Iind oJ douIIe slandavd does il send lo Jeni-
nisls vIen on one Iand
ou inpIove
lIen nol lo Iecone 'Iunan cIauvin-
isls' in lIeiv oulIooI on naluve and olIev
Iives,
Iul on lIe olIev Iand
ou
aIIov sexisn in
ouv
ads lo doninale?49
TIe deIale Ielveen
pvo-sex
and
anli-povnogvapI
Jeninisls ovev lIe
neaning
oJ
povnogvapIic
sexuaI
expvession
Jov vonen vIo cIoose lo
engage
in il is
Iong-slanding
and
IiIeI pevenniaI |Langlon 1993).
I cannol
Iope
lo oJJev a vesoIulion Ieve.
BalIev, n
concevn is lo al Ieasl acInovI-
edge
lIe concevns ovev vonen's
oIjecliJicalion
lIal
povnogvapI
vaises
as one eIenenl oJ lIe caIcuIus lIal FETA
slvalegisls
need lo allend lo as
lIe
cvaJl lIeiv
advocac pIans.
To
enpIasize
a
poinl vIicI,
I
Iope,
is
nov
cIeav,
allenlion lo
oIjecliJicalion
is
inpovlanl
nol
sinpI
Iecause il
na
Iavn
vonen,
Iul Iecause il undevnines lIe
poslIunanisl pvojecl
in
genevaI
lIal FETA seeIs lo advance. IJ ve laIe lIe
sex-species sslen
and
lIeov
oJ
inlevseclionaIil seviousI
lIen Iov FETA uses vonen's Iodies
lo
pvonole
aninaI
advocac
sIouId nallev even iJ ve veve lo
JuII accepl
lIe
avgunenls
oJ
pvo-sex
Jeninisls.
An canpaign
lIal veIies on sland-
avd
vepvesenlalions
oJ vonen lIal associale lIen vilI and even veduce
lIen lo lIeiv Iodies conlinues lIe
vev
sane
Iogic
oJ connodiJicalion
and
oIjecliJicalion
lIal is used
againsl
aninaIs.
Equaling Jenininil
vilI
a
Iod
lIal is
aIvas aIvead
anenaIIe lo
consunplion I
a nascuIine
gaze
veinJovces a duaIisn lIal is aIso used lo suIovdinale aninaIs
|BecIIa
2006). Moveovev, veducing
vonen lo lIeiv Iodies in a conlexl oJ aninaI-
il,
vIelIev
I pvesenling
lIen as sexuaIized Iunnies ov Joxes ov
sinpI connecling
lIeiv sexuaIized Iodies lo lIe idea oJ
aninaIs,
soIidiJies
lIe
lvajeclov
oJ
lIingIood.
AII lIe usuaI
suspecls
oJ
lIings,
valIev lIan
pevsons,
ave sliII
aIigned vonen, Iod,
aninaIs.
Il is cvilicaI lo nole lIal lIis JaniIiav
posilioning
sevves lo enlvencI
aninaIs inlo lIeiv
dangevous
side oJ duaIislic nodes oJ
lIougIl
vIelIev
MANEESHA BECKHA BISTUBBINO IMAOES 55
lIe sexuaIizalion is
expevienced
as
enpovevnenl I
lIe vonen
appeav-
ing
in lIe ads ov nol
|Face 2005).
WIiIe lIe
possiIiIil
lIal FETA's
inages
vovI lo
pvonole
lIe
pevsonIood
oJ vonen
lIvougI
a
pvo-sex veading
oJ
povnogvapI
ov
lIvougI
a sense oJ enIodied vesislance lo
Iegenonic
uses oJ aninaIs
|Face 2005),
lIe
pevceived
inveslnenl in lIe
sex-species
sslen
nonelIeIess
IeIps
lo diIule
an pvospecl
oJ
pevsonIood
Jov aninaIs
lIal lIe
canpaigns Iope
lo
conve.
TIe
oIjecliJicalion avgunenl, lIen,
insisls lIal
vepvesenlalions
lIal
oIjecliJ vonen,
vIelIev
enpoveving
Jov vonen ov
nol,
conlinue a discouvse oJ connodiJicalion lIal
posi-
lions aninaIs as
oIjecls
as
veII,
valIev lIan
suIjecls
ov
IegaI pevsons.
As
discussed
aIove, Iogics
oJ vaciaIizalion and ideaI enIodinenl ave aIso
Iegilinaled.
TIe suIvevsive
inpacl
oJ a
canpaign inpIoving peopIe
lo
vespecl
lIe IiJe and
suJJeving
oJ an aninaI ovev JasIion and
IiJeslIes
is
lIus
conpvonised.
B)
MininaI
Inpacl
A JuvlIev
avgunenl againsl
FETA's anli-Juv and sIin
canpaign
cones
Jvon lIe
possiIiIil
lIal lIe
canpaign
viII
acluaII
aIienale nove
sup-
povlevs
lIan il viII vecvuil. FETA visIs
aIienaling
vonen
|and nen)
vIo
oIjecl
lo
povnogvapI
Jov lIe saIe oJ
gavneving
allenlion and
puIIicil
even Jov a
good
cause.
Indeed,
FETA's
canpaign incovpovales
a cosl-Ien-
eJil caIcuIus lIal assunes lIal incveased allenlion viII
acluaII
Iave a
Iong-slanding
eJJecl on
poslIunanisl pvojecls. Yel,
il is nol cIeav lIal lIis
viII naleviaIize. To Ie
suve,
FETA's success in
Jovcing najov
inslilulionaI
aninaI usevs lo
nodiJ
sone oJ lIeiv
pvaclices
Jvon a veIJavisl
appvoacI
Iave Ieen
signiJicanl.50 Moveovev,
since il vas
Jounded,
FETA Ias
gvovn
inlo lIe
Iavgesl
aninaI
vigIls ovganizalion
in lIe vovId vilI oJJices in lIe
Uniled
Slales, Spain,
lIe Uniled
Kingdon, Fvance, India, Oevnan
and lIe
NelIevIands:
il Ias aIso
gvovn
inlo lIe veaIlIiesl vilI ovev 1.6 niIIion
veguIav
donovs.51
Fvon one
pevspeclive, lIen,
il
na
Ie concIuded lIal FETA's use oJ
sex and
ceIeIvil
lo
pvonole aninaI-vigIls
consciousness Ias
vegisleved
an
inpacl
and lIal lIis
navIeling slvaleg
vovIs
-
vI
eIse vouId
FETA,
slaJJed in
pavl I
seIJ-idenliJied Jeninisl
vonen,
conlinue il?52 Bul il is
nol cevlain vIelIev FETA's
veguIav suppovlevs
and cove aclivisls Iecane
inlevesled Iecause oJ lIe sex-cIad ads and vouId nol olIevvise Iave Ie-
cone invoIved. As BeIecca Onion
puls
lIe
poinl
in
connenling
on an
56 ETHICS &THE ENVIBONMENT, 13|2)
2008

envivonnenlaI
canpaign
lIal uses sexuaIized JenaIe Iodies siniIav lo lIe
vas
FETA does
|l)Ie
Iind oJ sacviJices and
cIanges
in oulIooI lIal
Ieconing
a lvue
envivonnenlaIisl enlaiI ave nol
going
lo Ie
IvougIl
aIoul
I
a nonenl
oJ Iusl Jov a
sex givI
in a
Iusliev,
a
slvalegicaII pIaced
Ielluce
IeaJ,
ov
nolIing
al aII.53
|2006, 31)
A siniIav concevn avises vilI lIe
vesponses
lo FETA's
canpaigns.
Fov ex-
anpIe,
lIe Juv lvin ad
|Figuve 7) spavIed
a Iol oJ deIale in lIe
pages
oJ Ms. and eIsevIeve
Iul,
as LesIi Face
|2005) noles,
lIe
cviliques
oJ
lIeiv ad did nol Jocus on lIe
inpovlance
oJ anli-Juv
canpaign,
Iul on lIe
appvopvialeness
oJ lIe ad ilseIJ.
Ivvespeclive
oJ lIe
neanings
ascviIed lo
lIe
inages I
lIe vonen vIo
appeav
vilIin lIen Jov
FETA,
lIeiv
vecep-
lion in lIe
Iavgev
cuIluvaI levvain
na
oIscuve and sIiJl lIe
nessage
lIe
vonen visI lo
conve.
C)
Fvoduclive Sex
FevIaps
due lo lIe cvilicisn Jvon vonen's
gvoups
ovev lIe sexuaIized
use oJ vonen's
Iodies,
il
appeavs
lIal FETA's
canpaigns
Iave Iecone
nove
gendev
neulvaI. Becenl co-ed
nudil-inspived canpaigns
incIude a
Bunning
oJ lIe Nudes in
FanpIona, Spain,
lo
pvolesl
lIe
Bunning
oJ
lIe BuIIs lIal
Iappens
in lIal
cil annuaII.54
TIe Sexiesl
Vegelavian
conlesl
anong
non-ceIeIvilies incIudes IolI nen and vonen
enleving
Jov
naIe and JenaIe Ionouvs
vespecliveI.55
As Jealuved aIove
|Figuves
13-
15),
lIe cuvvenl anli-Juv
canpaign,
InI Nol
MinI,
Jealuves
pvinaviI
|BIacI)
naIe ceIeIvilies in nude sIols
sIoving
oJJ
Iod
avl sucI as lalloos
valIev lIan Juvs.56 Bul nol aII oJ FETA's sexuaIized
canpaigns
Iave
caugIl
up
lo lIis slandavd. FETA's
vev
vecenl Slale oJ lIe Union
Undvess,
lined
lo coincide vilI Fvesidenl BusI's Slale oJ lIe Union Addvess on
Januav
23,
2007 is lIe nosl sensalionaI
exanpIe. B visiling FETA.ovg,
vievevs
|aJlev indicaling
lIal
lIe
ave ovev
18)
ave aIIe lo access a video vIeve
lIe
can Iislen lo a
oung,
aIIe-Iodied vIile vonan deIivev a Slale oJ lIe
Union addvess Jov FETA's
slvaleg
oJ
using nudil
on IeIaIJ oJ aninaIs
vIiIe
lIe
valcI lIe vonan laIe oJ aII oJ Iev cIolIes one
I
one.57
WIal ave lIe
inpIicalions
oJ
oIjecliJicalion
and nininaI
inpacl
Jov
FETA ov
an
olIev
sociaII-ninded gvoup
lIal seeIs lo
puIIicize
and ac-
luaIize a
pvojecl
oJ sociaI
juslice?
Boes il nean lIal vonen's sexuaIized
Iodies can nevev Jealuve in
poIilicaI advocac
ained al sociaI
juslice
Jov
MANEESHA BECKHA BISTUBBINO IMAOES 57
aninaIs ov olIevvise? IJ il did lIis
vouId,
as Face
|2005, 39)
Ias
avgued
in
appIing
Jeninisl
scvulin
lo FETA's Juv
ads,
aIlev a
Iis|Iev)slov
oJ von-
en's enIodied
suIjeclivil
lo
genevale poIilicaI
vesislance. Il
nigIl
Ie
pos-
siIIe, given
cevlain
conlexls,
lo velain a
pvoduclive possiIiIil
Jov sex and
JenaIe
sexuaIil
in aninaI
advocac I Jinding inages
lIal can sevve as
exanpIes
oJ
vovIing
vilIin a
sslen
oJ
oppvession
vIiIe
sinuIlaneousI
cviliquing
il
|Face 2005).
TIis seens
especiaII inpovlanl,
as Face
|2005,
39) noles, given
vonen's Iov
visiIiIil
in lIe
puIIic spIeve
vis-a-vis nen
olIevvise. We Iave an
exanpIe
oJ vIal a vesislive
inage
lIal uses von-
en's Iodies
nigIl
IooI IiIe
aIvead
vilI lIe MiII Oone WiId
canpaign.
As
discussed
aIove,
lIis
canpaign
sIovcases
vepvesenlalions |vonen
vilI
Iveasl
uddevs:
niII
dvipping
Jvon lIeiv
Iveasls,
nen
Iapping up
lIe
niII)
lIal ave
disluvIing,
even
disgusling,
Jov ils audience. Bul ils
puvpose
and
eJJecls ave diJJevenl Jvon lIose
sanpIed
Ieve veIaled lo lIe anli-Juv and
sIin
canpaign
in an
elIicaII inpovlanl va.
ConvenlionaI
Fuvposes
In ovdev lo
gvasp
lIe diJJevence in
puvpose,
il is
IeIpJuI
lo
unpacI
lIe discuvsive
vegislevs
oJ lIe vavious
canpaigns.
TIe
najovil
oJ lIe ads
Jovning pavl
oJ FETA's anli-Juv and sIin
canpaign
Jealuve vonen's Iod-
ies as Iuves Jov
allenlion: lIe
ave neanl lo liliIIale lIeiv audience lo Jocus
allenlion. TIese ads do nol aninaIize vonen
pev
se. TIe vonen ave nol
neanl lo
vepvesenl
lIe aninaI eilIev in
pavl
ov in
vIoIe,
Iul
sinpI
lo
calcI allenlion. In lIis nodesl
anIilion,
lIe Jivsl
calegov
oJ I'd BalIev
Oo NaIed/Fuv is Bead ads
|allenlion Iuves) pevpeluale
a discouvse oJ
sexuaI
oIjecliJicalion
oJ vonen Jov
poslIunanisl
ends vilIoul
noving
Ieond
lIe
povnogvapIic inage
olIev lIan lo
decv
a
pavlicuIav
use oJ
aninaI Juv ov sIin.
Figuves
1 lo 3 aIove ave
exanpIes
oJ sucI
Calegov
1
ads,
vIicI do nol olIevvise
disvupl anlIvopocenlvisn
and
acliveI
con-
slvucl a
poslIunanisl cvilique.
TIe sane Iinil inIeves in lIe second cal-
egov
oJ ads lIal
na
Ie idenliJied Jvon lIe
sanpIing
aIove. TIese ads
|Figuves
4-7 FIealIev
YouvseIJ,
FaIe
Il,
OenlIenan FveJev Fuv-Fvee
BIondes,
Fuv Tvin.
Unallvaclive.),
use a sexuaI
pIa
on vovds lo Ie
pvovocalive, sexuaII suggeslive,
and lIus dvav allenlion lo lIe elIics oJ
Juv and IealIev. WIiIe lIis sexuaI
pIa
inviles associalions Ielveen aninaI
Iodies
|Juv
and
IealIev)
and vonen's Iodies
|vaginas
lIal ave
Juv-Jvee,
and ave al once lIe
space
oJ JaIe
ovgasns
and
ovgasnic seIJ-slinuIalion),
58 ETHICS & THE
ENVIBONMENT, 13|2)
2008
lIe
cvoss-species
idenliJicalion is nol a
lvansgvessive
one
disvuplive
oJ
enlvencIed ideas oJ
species
diJJevence.
Moveovev,
lIe ads do
nol,
eilIev
lIvougI inage
ov
lexl, allenpl
lo
disIodge
lIe
oIjecl
slvucluve oJ covn-
nodiJicalion lIal novnaIizes lIe Juv
induslv
in lIe Jivsl
pIace. Inslead,
lIe
seize lIe doninanl navIevs oJ
appvopvialeI gendeved
JenaIe sexuaI-
il,
vIicI casl vonen as sexuaI
oIjecls.
A lIivd
calegov
oJ ads in lIe I'd BalIev Oo NaIed/Fuv is Bead
canpaign
discussed
aIove,
vIeve vonen
suppIanl
aninaIs in a
pavlicu-
Iav cuIluvaI scene
|Figuve
10 Wonen sIouId Ie lIe
onI
Joxes on lIe
vunva), gesluve
lovavd lIe suIvevsive
polenliaI
oJ
cvoss-species
iden-
liJicalion.58 TIis ad is nol
sinpI
a vandon use oJ JenaIe
sexuaIil
lo seII
an idea ov
nessage
as in
Calegov
1
ads,
Iul uses vonen lo sland-in Jov
aninaIs. TIe
pvesence
oJ a nodeI and sexuaIized JenaIe
Iod
sliII Ias lIe
inlended
polenc
oJ
genevaling allenlion, and,
as in lIe
Calegov
2
ads,
lIe veadev is inviled lo naIe
|sexuaIized)
associalions Ielveen aninaI
Iodies and vonen's Iodies.
Hovevev,
inslead oJ
equaling
vonen vilI
aninaIs lo
dispavage
IolI as occuvs in convenlionaI
Iegenonic gendeved
and vaciaIized
undevslandings
oJ lIe Iunan
|Bunaev 2001),
ov
veducing
vonen lo
IodiI pavls
lo naIe lIe conneclion lo aninaI
suJJeving
as in
lIe
Calegov
2
ads,
lIe
Calegov
3 ads naIe use oJ lIese associalions
in ovdev lo
aIign
aninaI Iodies vilI JenaIe
suIjecls.
TIe enlive
vonan,
conJidenlI IooIing
al lIe
vievev, appeavs
in lIis ad
-
and Iev
gaze sug-
gesling
a
Inoving suIjecl,
vilI
|sexuaI) agenc,
even as Iev
posilion
on
lIe
vunva
veninds us oJ lIe conlexl oJ lIis
gaze,
and lIe silualed naluve
oJ lIis and aII
agenc.59
TIvougI aninaIizing
lIe Iodies oJ
consenling
vonen
|vonen
as
Joxes),
lIe ad
allenpls
lo naIe
pvesenl
lIe aIsenl veJevenl oJ lIose
Ieings
vIose Iodies ave vendeved
conpIeleI aIjecl
and
oIjecl
in lIe conslilu-
lion oJ Iunan
suIjecls.
In lIis
lpe
oJ
ad, lIougI
sex is sliII lIe
Iuve,
lIe
cvoss-species
idenliJicalion suIvevls enlvencIed ideas oJ
species
diJ-
Jevence. Il is lIis
slvaleg
oJ anlisuIovdinalion lIal can Iend lIese
inages
poIilicaI
vaIue and navIs lIen as
pavl
oJ a
slvaleg
oJ vesislance
|BazacI
1996)
-
even as
lIe
conlinue lo invile lIe
oIjecliJicalion
oJ
vonen,
en-
sIvine
deepI pvoIIenalic
aeslIelic slandavds oJ
Ieaul,
and
pevpeluale
a
sex-species sslen I velaining
lIe
Iogic
oJ connodiJicalion in cIavaclev-
izing
lIese vonen as Joxes. In lIis
JvaugIl donain,
FETA
appvoacIes
vilI lIis ad an idea oJ cuIluvaI
space
-
lIe JasIion vovId
-
vIeve aninaI
-- - - -
BISTUBBINO IMAOES 59
Iodies ave IeJl aIone vilIoul
Jvagnenling
vonen's Iodies ov
veducing
lIen lo a
singIe pavl |as
in Fuv Tvin. Unallvaclive
-
Figuve 7).
M poinl
Ieve is nol lo ceIeIvale lIe
Calegov
3
ads,
Iul lo
lv
lo
idenliJ
nonenls oJ vesislive
agenc.60
Nol
onI
can lIe
cvoss-species
idenliJicalion Junclion as
disvuplive
oJ enlvencIed ideas oJ
species
diJJev-
ence even as il velains lIe
oIjecl
slvucluve oJ
connodiJicalion,
Iul vIile
JenaIe
pviviIege
is encoded in lIe navvalive oJ
agenc
lIal naIes sucI
disvuplion possiIIe.
TIis suIvevsive suIslilulion oJ vonan Jov aninaI
|consenling Joxes)
is Iocaled in a conlexl in vIicI vonen ave
cuIluvaII
undevslood,
and undevsland lIenseIves lo Ie
agenls,
IolI desived and
desiving |lo
Ie
IeauliJuI)
in a conlexl oJ
pvecavious el vecupevaled
JenaIe
sexuaI
agenc
and lIe JasIion vovId oJ
Iod-oIjecls. Conpave
lIis ad lo
lIe
pvevious
discussion oJ lIe KvisloJJ Sl.
JoIn
ad
|Figuve 14),
in vIicI a
Iislov
oJ discuvsive Jovnalions
IinIing
lIe IIacI
Iod
vilI lIe aninaI-
as-oIjecl
ovevvIeIns
an allenpl
al suIvevsion. Il is allenlion lo lIe nuI-
lipIe
dinensions oJ IolI
oppvession
and
agenc, pviviIege
and
excIusion,
lIal aIIovs Jov a JvuilJuI exaninalion oJ lIe Iinds oJ vesislance
possiIIe
in
pavlicuIav
Iocalions
|JoInson 2002, 7-8),
oJ lIe
slvalegies
and laclics lIal
guide
'sociaI
pvoIIens
vovI'.
I Iave
suggesled
lIal
Calegov
3 ads
adopl
a suIvevsive
slvaleg
lIal
allenpls
lo naIe lIe aIsenl veJevenl
pvesenl.
In CavoI Adans'
vovI,
lIe
aIsenl veJevenl vovIs
lIvougI signs
-
ovevIapping
and
inlevsecling
cuI-
luvaI codes lIal venane
suIjecls
as
oIjecls, naluvaIizing
excIusion and
aIsence.
M
allenlion lo lIe Iocalion oJ
slvalegies
oJ vesislance
suggesls
lIal il is
possiIIe
lo
ve-slage
lIese codes in ovdev lo sel in nolion a
'pevJov-
nalive conlvadiclion'
|BulIev 1997, 89)
lIal
exposes
lIe
conlvadiclov
ov
excIusionav
cIavaclev oJ
pvevious
JovnuIalions oJ
suIjecl-oIjecl
Iound-
avies.
JudilI
BulIev
|1997, 159) suggesls
lIe
appvopvialion
oJ sucI novns
lo
oppose
lIeiv
IislovicaII
sedinenled eJJecl conslilules lIe insuvveclion-
av
nonenl oJ lIal
Iislov,
lIe nonenl lIal Jounds a Juluve
lIvougI
a
IveaI vilI lIal
pasl. Hovevev,
lIis 'IveaI' vilI
Iislov
is nol lo Ie vead
as
conpIele:
lIe silualion oJ lIe
sign
in a Inovn discouvse
suggesls
lIal
slvucluves oJ lIe 'oId ovdev' ave cavvied inlo lIe nev as
pavl
oJ lIe 'nean-
ingJuIness'
oJ lIe cIain ilseIJ.
TIe
Calegov
3 ads
slage
a
'pevJovnalive
conlvadiclion' lIal cIaI-
Ienges speciesisn
and lIe sociaI conslvuclion oJ Ioundavies
denavcaling
Iunan
aninaI-suIjecls
and nonIunan
aninaI-oIjecls.
Hovevev
lIe
do
nol do so in a
va
lIal
cIaIIenges pvaclices
oJ
oIjecliJicalion
ov lIe Cavle-
60
]
-
sian duaIisns al lIe cove oJ Iunanisl lIeovies. A JuvlIev
cvilique nigIl
Ie
lIal lIis
'JIooding
oJ lIe JieId vilI
agenc' sveeps ava
cvuciaI diJJevences
Ielveen suIslilule and suIsliluled Jov and avoids
engaging
vilI lIe in-
pIicalions
oJ lIe aIsenl veJevenl. Il
nigIl
Ie
avgued
lIal one veason FETA
uses
inages
oJ sexuaIized vonen is
pveciseI
Iecause oJ lIe
slvenglI
oJ
lIe aIsenl veJevenl aninaIs Iave Ieen nade so aIsenl Jvon consciousness
lIal ve cannol JalIon lIen
vepvesenling
lIeiv ovn needs.
FuvlIevnove,
vIen aninaIs ave used lo
vepvesenl
lIeiv ovn needs lIe
inages
ave oJlen
so
disluvIing
lIal
lIe
ave nol aIIoved as advevlisenenls
|Adans 2000).
SuIslilulion
nigIl
lIen Ie said lo veinJovce lIe
povev
oJ lIe aIsenl veJ-
evenl in
naIing
a
Iiving Ieing
aIsenl. In Iev eIaIovalion oJ lIe
concepl,
Adans
|2003, 58) suggesls
lIal lIe aIsenl veJevenl
nigIl
Ie IinIed lo 'lIe
pvoIIen
oJ
nelapIov'
-
inlinaling
lIal
snIoIic undevslandings pIa
a
voIe in lIe
consunplion
oJ
JIesI-as-oIjecl.
TIe
consunplion
oJ lIe veJev-
enl veilevales ils anniIiIalion as a
suIjecl
oJ
inpovlance
in ilseIJ
|Adans
2003,58)-
TIe
appIicalion
oJ lIe
concepl
oJ lIe aIsenl
veJevenl,
as
deveIoped I
CavoI Adans in TIe SexuaI FoIilics
oJ
Meal
|2003)
and TIe
FovnogvapI
oJ
Meal
|2003),
is aIin lo lIe
posilion
oJ
anli-povnogvapI
Jeninisls in
ils veIiance
upon
an
undevslanding
oJ discuvsive Jovnalions as delevnin-
islicaII
conslvucled and
inpenelvaIIe.
TIe
pevJovnalive
conlvadiclion oJ
suIvevsive
speecI
veveaIs lIal lIe
soveveignl
oJ
neaning
is
conslvucled,
conleslaIIe,
and veIies on lIe nosl
JvagiIe
oJ
Ioundavies,
even as lIese
Ioundavies ave veIied
upon
and
|ve)inscviIed I conlinuing pvaclices
oJ
oIjecliJicalion.
Il is inslvuclive al lIis
poinl
lo luvn lo FETA's MOW can-
paign
lo considev anolIev
lpe
oJ
vepvesenlalion invoIving
vonen's Iod-
ies lIal
na
Ie vead as
counlevIegenonic.
SuIvevsive
puvposes
MiII Oone WiId is an
exanpIe
oJ a
canpaign
lIal IoIds
pvonise
as a
pvoduclive
and suIvevsive use oJ vonen's Iodies Jov aninaIs and
vonen. Il laIes lIe
pvevious
lvo
Iaevs
oJ
canpaigns
-
1) vandonI
Iul
inlenlionaII using
vonen's Iodies
and, 2) using
vonen as sland-ins Jov
aninaIs in ovdev lo naIe aninaIs visiIIe
-
and adds a lIivd
3)
lIe IIuv-
ving
oJ
species
Ioundavies. In
Jacl,
lIe Jivsl lvo eIenenls ave
pul
inlo lIe
sevvice oJ lIe
lIivd,
vIicI is lIe
puvpose
oJ lIe ad
-
lo
expose
lIe unnalu-
vaIness oJ
daiv consunplion
and lIe aIuses lIal inIaIil lIe
induslv.
WIen I
iniliaII
sav lIis ad I vas slvucI and disluvIed lo an exlenl
MANEESHA BECKHA BISTUBBINO IMAOES 61
lIal I Iave nol Ieen
seeing
lIe anli-Juv
canpaigns
discussed aIove.
Indeed,
lIe
inages
ave
disluvIing |1)
Wonen
IIvidized
lo Iave uddevs inslead
oJ
Iveasls: |2)
nen
acling
oul a
|Ielevo)sexisl
naIe
gendev pevJovnance
I lving lo,
vilI sone
success,
dvinI lIe Iunan/cov Iveasl
niII:
and
|3)
lIe excessive
spiIIage
oJ niII inlo nen's noulIs. TIese
inages pos-
sess, nivacuIousI, polenl
vaIue in an olIevvise saluvaled nedia navIel oJ
naIed
|vIile)
JenaIe JIesI. TIe
possiIiIil
oJ a vonan vilI cov Iveasls
evoIes cuIluvaI Jeavs oJ lIe nonslvous nolIev and oJ
expevinenls
vilI
genelic engineeving
oJ niII and aninaIs
gone IovviII
in vevevse lo aclu-
aII
cveale aninaI-Iunan
IIvids |SIav 2004).
I
suspecl
I vouId nol Ie
aIone in
n
disluvIed veaclion since
lvansgvessions
oJ
Iegenonic
novns
oJ
IodiI
Ioundavies ave oJlen vendeved
aIjecl
and lIus
expevienced
as ve-
pugnanl
ov
pevceived
as
pevvevse |SIav 2004).
TIe
inage
oJ a nan
lving
lo dvinI Iveasl/uddev niII lIal is
JIoving
ovev and
spiIIing
onlo lIe JIoov
as vasle is lIe sluJJ oJ
povnogvapI
nol nainslvean JiIn
|OiIes 2004,
309):61 inages
vIeve lIe
suppIiev
oJ lIe niII is a
IIvidized
vonan ave
even JuvlIev venoved Jvon lIe veaIn oJ lIe
acceplaIIe.
In
juxlaposing
lIese
inages,
lIe ad
conjuves
lIe
JvaugIl
associalions
ve Iave in
conlenpovav
veslevn cuIluve aIoul Iunan Iveasl
niII,
lIe
pvopev puIIic |dis)appeavance
oJ
Iaclaling vonen,
and lIe
sepavalion
oJ
sexuaIil
and nolIevIood lIal slvaddIes lIe Madonna/vIove divide
|OiIes 2004).
As Fiona OiIes
expIains,
lIe IilevaI
JIuidil
oJ Iveasl niII is
discuvsiveI
conlained vilIin
ligIl vepvesenlalionaI pavanelevs
TIe Ielevonovnalive
pvoJiIe
Jov
IveaslJeeding
in lIe Wesl is oJ lIe Iio-
IogicaI
nolIev
Jeeding
Iev inJanl Jov Ielveen 3 and 12
nonlIs,
so
as lo conJev nulvilionaI and
deveIopnenlaI
IeneJils on lIe
cIiId,
and
pIsioIogicaI
IeneJils on lIe nolIev. WIiIe lIeve is aIso Iilevaluve
sup-
povling
lIeovies oJ incveased
Ionding lIvougI IveaslJeeding,
as veII as
ils
pvaclicaI
convenience and
cIeapness,
lIe nedicaI veasons ave
pava-
nounl and lIe nosl
easiI
neasuved. TIe novnalive
pvoJiIe
aIso sIovs
IveaslJeeding
lo Ie an
aclivil
lIal is conJined
IavgeI
lo
pvivale,
do-
neslic
sellings,
and lo invoIve
onI
lIe nolIev and Iev cIiId. TIis cIiId
is assuned lo Ie Iev
oungesl IioIogicaI oJJspving,
and lIe
onI
one
Ieing
Jed al lIe
line,
unIess lIeve's a lvin.
AddilionaII,
lIe IveaslniII
is assuned lo Ie Jov lIe excIusive use oJ lIe
IaI,
and lo
pass
vilI as
IillIe nolice as
possiIIe
inlo ils
Iod,
eilIev via lIe Iveasl
diveclI
ov
lIvougI
Iand
expvession
ov Iveasl
punping
inlo
IollIes,
Jov Ialev use.
|2004, 309)
62 ETHICS &THE ENWBONMEN7 13|2)
2008
OiIes'
|2004, 306) descviplion
oJ lIe doninanl
pvoJiIe
Jov
IveaslJeeding
in
conlenpovav
Weslevn
vepvesenlalions
is
slavII
diJJevenl Jvon FETA's
povlvaaI
oJ il in lIe MOW
canpaign.
MOW is
expIicilI
sexuaIized vIiIe
lIe doninanl
pvoJiIe
is nol62
-
lIe
Iaclaling
vonen ave nol asexuaI nolI-
evs
conJovning
lo lIe
iconogvapI
oJ lIe Madonna-and-cIiId
dad
lIal
pvevaiIs
in
IveaslJeeding vepvesenlalions.
TIe
vecipienls
oJ lIe Iveasl niII
lIal
spiIIs
oul aInosl IiIe seninaI
ejacuIale
ave sex-cvazed
oung
vIile
nen:
IaIies ave novIeve lo Ie seen.
Indeed,
lIe
space
oJ lIe MOW is lIe
aIcoIoI-inJused Iav/cIuI
scene,
a
space,
as BeIecca
JoInson |2005)
Ias
noled,
vIeve
IveaslJeeding
IaIies
|and
lIus lIeiv
nolIevs!)
can Ie ex-
cIuded as ninovs
lIvougI Iiquov Iicensing
Iavs. WIal is
nove,
lIe ovev-
avcIing
discouvse vIen lIe aninaI suIlexl is venoved is one oJ
Iedonisn,
nol nedicaIizalion. To lIe exlenl lIal FETA oJJevs a
sIavpI
non-doni-
nanl
pvoJiIe
Jov
IveaslJeeding
lo
dispIa
a
lvansgvessive IveaslJeeding
Ie-
Iaviouv, |OiIes 2004, 309)
lIe MOW
canpaign
oJJevs a
pvoduclive lpe
oJ use oJ JenaIe
sexuaIil.
OJ
couvse,
sexuaIized
nalevnil,
and Iveasl niII
ilseIJ,
is aIso evolicized
lIvougI povnogvapI,
and il
nigIl
Ie asIed Hov can MOW Ie lvans-
gvessive
iJ il adIeves lo a
povnogvapIic scvipl
lIal
aIvead
sees vonen and
lIeiv Jeninized
pvolein
as evolic? As I Iave
suggesled pveviousI,
MOW
does nol adIeve
lo,
Iul
pavodies
lIe
povnogvapIic scvipl.
Inilalion oJ
IolI lIe 'slandavd'
soJl-povn
oJ OOW and 'Iaclalion
povn'
inviles vidicuIe
Iecause oJ lIe
vepIacenenl
oJ JenaIe Iveasls vilI cov uddevs
-
suIvevl-
ing
nascuIine desive.
Indeed,
vIal
na
Iave Ieen
lvuI disvuplive
vas lo
Iave nen
Iaclaling,63
Iul in lIis conlexl lIe sexuaI
inagev
is IolI
pavl
oJ
lIe
canpaign's
vesislive
slvaleg,
and inlvoduces suIvevsive
nessages
divecled al convenlionaI codes oJ nascuIine desive and
consunplion.
WIen lIe aninaI
vigIls
suIlexl is
injecled
inlo lIe
anaIsis,
lIe suI-
vevsive
polenliaI
oJ lIe ad is
anpIiJied.
Il is
pveciseI
lIis
conningIing
oJ
inages
lIal suIvevls lIe vIoIesone
inage
oJ
niII,
lIe
daiv induslv,
and
lIe lvealnenl oJ aninaIs vilIin in lIal lIe
daiv induslv
Ias
caveJuII
cuIlivaled. A IooI on lIe sides oJ nosl cov niII cavlons and
ou
viII
Jind an
idIIic painling
oJ a cov
gvazing
on JvesI JieIds.64 You viII nol see
picluves
oJ covs conJined lo a
pen IaveI Iavgev
lIan
lIe ave,
in a slale oJ
neav
pevnanenl Iaclalion,
IooIed
up
lo nacIines lIal
conlinuaII punp
niII oul oJ
lIen,
vilI no
IigIl, novenenl,
ov
aIiIil
lo
Iond,
nuvluve and
vaise lIeiv
oung |HoJJnan 2006,
Mavcus
2005).
TIe MOW
canpaign
MANEESHA BECKHA BISTUBBINO IMAOES 63
nol
onI, I
lIe lilIe and lIe svoIIen size oJ lIe
uddevs,
asIs ils audience
lo considev lIe excesses oJ lIe
diav induslv
and
inovganic
cIavaclev oJ
niII.
B associaling
cov uddevs vilI vonen's Iveasls in a
pavodic
con-
lexl,
and lIen
depicling
niII
coning
oul oJ lIen
Ieing enjoed I
aduIl
nen,
lIe
canpaign
aIso naIes a slalenenl aIoul lIe unnaluvaIness oJ
dvinIing
cov's niII in lIe Jivsl
pIace.
In olIev
vovds,
il sIouId seen nove ov al Ieasl as naluvaI Jov a Iunan
lo dvinI lIe Iveasl niII oJ anolIev Iunan valIev lIan lIe Iveasl niII
oJ a non-Iunan.
Yel, venavIaII,
lIe vevevse is
pvesenled
as lvue in ouv
cuIluve. SoneIov ve Iave naluvaIized
dvinIing
lIe niII oJ anolIev
nannaI,
niII neanl Jov lIal nannaI's
oJJspving,
even
lIougI
il cvosses
species
Ioundavies in a
species-conscious
cuIluve vIeve no olIev nan-
naI dvinIs lIe niII oJ anolIev
species! Being
sIocIed
I
lIe
sigIl
oJ a
gvovn
nan
dvinIing
lIe niII lIal
dvops
Jvon a vonan's cov Iveasl
nigIl pvovoIe
us lo JeeI
siniIavI
aIoul
dvinIing an
cov ov non-Iunan
niII. MOW
pvovides
a
conpIicaled
discouvse lIal
disvupls vigid novns,
individuaI conJovl IeveIs and
idenlilies,
and
pvonpls
considevalion oJ
lIe
undevIing
sociaI and cuIluvaI
onloIogicaI
Joundalions
ovganizing
ouv
enolions,
elIics and lIe
vendeving
oJ cevlain
oIjecls
as
aIjecl |SIav
2004, 293:
Face
2005, 8).
Indeed,
lIis is lIe
nessage
avlicuIaled in lIe venaindev oJ lIe video
JoIIoving
lIe
spooJ segnenl.
TIis
segnenl,
enlilIed Meel Youv
MiII,
nav-
vales as JoIIovs vilI
covvesponding inages
Even
lIougI lIe give
niII Jov lIe sane veason lIal Iunans
do,
Jov
lIeiv
IaIies,
on
loda's diav
Javns nolIev covs ave lvealed as
nolIing
nove lIan niII nacIines. 40% oJ
daiv
covs ave Iane
I
lIe line
lIe
veacI lIe
sIaugIlevIouse. TIe
ave IooIed
up
lo nacIines a Jev lines
pev da,
nacIines lIal oJlen
injuve
lIen. Al lIe end oJ lIeiv Iives
lIe
ave eilIev senl
slvaigIl
lo
sIaugIlev
ov ave soId Jov
sIaugIlev
al callIe
auclions. Move lIan
100,000
covs ave unaIIe lo vaII oJJ lIe
lvanspovl
lvucIs
evev eav el lIe
ave
sIaugIleved
Jov Iunan Jood
anva.
Al
a Jvaclion oJ lIeiv naluvaI
IiJespan, lIe've sIipped
lo
sIaugIlev.
Mosl
IanIuvgev
in lIis
counlv
cones Jvon
spenl daiv
covs. Covs
give
niII Jov lIeiv
oJJspving,
nol Jov Iunan
Ieings.
TIese nolIev covs ave
inpvegnaled annuaII
lo
Ieep
lIe niII
JIoving
and lIeiv IaIies ave
lovn Jvon lIen
sIovlI
aJlev
IivlI,
vIicI causes IolI oJ lIen
pvo-
Jound dislvess.
Man
oJ lIe naIes ave soId lo veaI Javnevs vIo cvan
lIen inlo
lin
cvales vIeve
lIe
cannol luvn avound ov even conJovl-
aII
Iie dovn. IJ
ou
ave
consuning
niII
ou
ave
suppovling
lIe veaI
64 ETHICS & THE
ENVIBONMENT, 13|2)
2008
induslv.
VeaI caIves vIo can
IaveI
vaII Iecause lIeiv nuscIes Iave
alvopIied
Jvon a IacI oJ use and
anenia-inducing
diel ave oJlen soId al
auclions.
|FETA,
MiII Oone WiId Banned TV
Spol)
Fvon lIis
segnenl
oJ lIe
ad,
ve see lIal FETA lvies lo addvess a nunIev
oJ issues
veIaling
lo niII
pvoduclion
lIe conJined and
enolionaII
IeveJl
Iives oJ
covs,
lIe
pain lIe
enduve
duving
lIeiv IiJe and al
sIaugIlev |one
pavl
oJ lIe video
capluves
a Ioisled
up dangIing
cov vIose insides ave
sIil and is sliII aIive vIiIe lIe IIood
spiIIs
oul Jvon Iev
Iod),
lIe
dangev
in
ealing
aninaI
JIesI,
and lIe conneclion Ielveen niII and
veaI,
lIe
Iallev
Ieing
a
pvoducl
vilI a
IigIev
neasuve oJ success in levns oJ con-
sunev
Iocoll
Iecause oJ elIicaI considevalions
|Mavcus 2005, 37-38).
TIe viIdness oJ
niII, lIen, appeavs
lo Ie lIe
nan
elIicaI
pvoIIens
inpIicaled
in lIe veIaled induslvies. TIeve ave lIus nolaIIe
poIilicaI
and
suIvevsive
nessages
al
pIa
Ieve lIal navI il as a diJJevenl Jovn oJ
expves-
sion and
InovIedge-genevalov
lIan lIe
veguIav
OOW
canpaign.
Using
a
spooJ
oJ
OOW,
and lIus sexuaIized
vepvesenlalions
oJ
vonen,
lo deIivev lIis deslaIiIizalion is nol a
gvaluilous
cIoice ov a neve
pIo
Jov
puIIicil
and allenlion.
AIlIougI
lIe
pvonise
oJ vonen
IiJling
lIeiv
lops
is no douIl lIe iniliaI
allenlion-gvaIIev,
lIe veveIalion oJ lIe uddevs and
lIe sexuaIized
inages
oJ lIese
Iaclaling
vonen ave
inpovlanl ingve-
dienls lo
disvupl
lIe naluvaI navvalive oJ niII and lIe
daiv induslv
as
veII as Ivoaden lIe navvov Jvane vilIin vIicI
cuIluvaII
sanclioned
inages
oJ lIe
Iaclaling
Iveasl veside
|OiIes 2004, 306).
As
vievevs,
see-
ing
vonen vilI
uddevs,
and lIe niII
spuvling
Jvon
lIen,
enaIIes us
lo
conpveIend
lIe idea lIal Iunans
dvinIing
niII Jvon covs' Iveasls
is aIso unnaluvaI and
exposes
us lo an
expevience
oJ
IveaslJeeding
lIal
cIaIIenges
lIe veslviclive doninanl
pvoJiIe
lIal doneslicales vonen. TIe
inages
oJ lIe
Iaclaling vonen,
vIiIe
sexuaIized,
ave nonelIeIess vaIuaIIe
lo a counlevcuIluve as vIal
JudilI
HaIIevslan caIIs an aIlevnalive Jovn
oJ
Jenininil.
As HaIIevslan noles vilI
vespecl
lo lIe
visuaIil
oJ
gendev
in JiIn and lIe doninance oJ lIe naIe
gaze, evev
nov and lIen... lIe
gendeved Iinav
on vIicI lIe
slaIiIil,
lIe
pIeasuve,
and lIe
puvcIase
oJ
nainslvean cinena
depend
viII Ie
lIovougII vescvipled, aIIoving
Jov
anolIev Iind oJ
gaze
ov IooI
|2005, 85).
We can exlend lIis
insigIl
lo
MOW. Even
lIougI nan vepvesenlalions
oJ JenaIe
sexuaIil
ave
pvina-
viI
conlained vilIin a Ielevonovnalive and vaciaIized Jvane oJ
povnog-
vapI,
il is
possiIIe
and
necessav
lo cveale aIlevnalive accounls lo
disvupl
MANEESHA BECKHA BISTUBBINO IMAOES 65
lIe
Iegenon
oJ lIe ones vIicI enacl vioIence
|IooIs 1992, 120).
As
IeII IooIs
|1992, 130)
slvesses in Iev discussion oJ
pvoduclive inages
oJ
BIacI JenaIe Iodies
-
vepvesenlalions
lIal can inslaII
suIjeclivil
vIeve il
is vacaled and denied
-
lIe
puvpose
oJ lIe
IodiI dispIa
nallevs. MOW
invile|s)
lIe audience lo IooI
diJJevenlI
-
nol lo
oIjecliJ,
Iul
cvilicaII
veJIecl.
I an nol
suggesling
lIal FETA couId
onI
Iave
adopled
ils OOW-
inspived speclacIe
lo
Iodge
ils
cvilique.
One couId
inagine
an aIundance
oJ
vas
in vIicI lo
unpacI
ouv cuIluvaI slovies avound cov's niII and/
ov disluvI
species
Ioundavies lo
acluaII
naIe consunevs conJvonl lIe
idea oJ
species
diJJevence and Iov il inJovns lIe
poIilics
oJ Jood.
Yel,
lo
lIe exlenl lIe MOW
canpaign
does
veI
on
sexuaIil
Ieve lo conslvucl
ils
counlevnavvalive,
il is diJJicuIl lo caII il
gvaluilous
ov cIavaclevize il
as
discuvsiveI
unveIaled lo FETA's ovevaII
pvojecl
oJ
disluvIing
conven-
lionaI nolions oJ
species
diJJevence and lIe vaIue
assigned
lo aninaI Iod-
ies. WIal is
nove,
lIe
canpaign
oJJevs a
lvansgvessive vepvesenlalion
Jov
vonen vilI
vespecl
lo
IveaslJeeding,
nolIevIood and
sexuaIil.
On lIis
Iasis,
il naIes sense lo
acInovIedge
lIe vovI lIal sexuaIized
inages
oJ vonen can enacl Jov lIe IeneJil oJ aninaIs
|as
veII as
vonen)
and a
poslIunanisl
cuIluvaI
cvilique.
FABT IV CONCLUSION
WIiIe avaveness
suvvounding
lIe lvealnenl oJ aninaIs is
incveasingI
spveading
lo nainslvean cuIluvaI
venues,
lIe issue oJ aninaI
vigIls
is sliII
a Iov
pviovil
Jov lIe vasl
najovil
oJ lIe
popuIalion.
TIe
allenpl
lo eI-
evale lIe cause in lIe
puIIic's
consciousness and
genevale conpassion
Jov
aninaI
suJJeving
nusl Ie sleadJasl and cvealive in
allvacling
and suslain-
ing
allenlion and
genevaling
counlevnavvalives.
Using
lIe
nude, IavgeI
vIile,
JenaIe Jovn is
cevlainI
one
va
oJ
acconpIisIing
lIis
oIjeclive
Jov aninaI advocales.
Indeed,
il is a
slvaleg
lIal FETA Ias
enpIoed. Yel,
one needs lo
queslion
lIe acluaI eJJecl oJ sucI a
canpaign
on FETA's ovev-
aII
goaIs
oJ
aIoIisIing
lIe inslvunenlaI
posilioning
oJ aninaIs. WIiIe an
undevslandaIIe nelIod Jov advocales
despevale
lo
capluve
nove
puIIic
allenlion,
FETA and olIev aninaI advocales nusl laIe cave lIal lIeiv use
oJ lIe JenaIe Jovn does nol veenacl
pvoIIenalic lvopes
oJ connodiJica-
lion and ils conconilanl
oIjecliJicalion
as veII as olIev
Iegenonic
nodes
oJ
expIoilalion.
Nol
onI
do lIese
dnanics
inJecl vonen's
pevsonIood
66 ETHICS & THE
ENVIBONMENT, 13|2)
2008
acvoss
nuIlipIe
axes oJ
diJJevence,
il suslains a
Iogic
oJ
oppvession againsl
aninaIs lIal is
counlevpvoduclive
lo lIe nandale and nission oJ
gvoups
sucI as FETA.
Moveovev,
il is
possiIIe
lo
Iodge
a
poIilicaI canpaign
lIal sIovcases
vonen's
sexuaIil
in a nove
suIvevsive,
Iess
doneslicaling
nannev. TIe
MOW
canpaign
is an inslvuclive
exanpIe
oJ lIis
lpe
oJ
vepvesenlalion.
Ils
dispIa
oJ vonen's Iodies
disvupls
lIe
Iegenonic species Ioundav
as veII as novnalive
vepvesenlalions
oJ nolIevIood and
sexuaIil
valIev
lIan
sinpI oIjecliJ
vonen lo caII allenlion lo aninaI
suJJeving.
Move
canpaigns
oJ lIis
sovl,
vIeve convenlionaI
vepvesenlalions
oJ
gendeved,
vaciaIized,
and sexuaIized
Iogics
ave
lvouIIed,
sIouId Ie
encouvaged
lo
lIe exlenl lIal
canpaigns
use vonen and lIeiv Iodies as a vilaI
poIilicaI
looI. SucI ads need nol Ie a Jivsl cIoice Jov Jeninisls
vovIing
in aninaI
advocac
as lo lIe
lpe
oJ
canpaigns
lIal sIouId Ie
pveJevved,
Iul neilIev
sIouId
lIe
Ie
calegovicaII
disnissed as
sinpIe expIoilalion.
NOTES
1. FETA is lIe
Iavgesl
aninaI
vigIls gvoup
in lIe vovId vilI nove lIan 1.6
niIIion nenIevs and
suppovlevs
and saleIIile oJJices in six counlvies. See
FETA onIine
Illp//vvv.pela.ovg/aIoul`.
2. Fov discussion see Felev
Sinonson,
SociaI Noise and
Segnenled BIlIns
Nevs, Enlevlainnenl,
and
CeIeIvil
in lIe Cvusade Jov AninaI
BigIls,
Bvuce
KIugev's
avlicIe Heav TIen Oul in USA
Toda,
WiIIian A. Oanson
and Oadi
WoIJsJeId,
Movenenls and Media as
Inlevacling Sslens
and
BicIavd L.
Sinpson, Beond
BalionaI
Buveaucvac CIanging
VaIues and
SociaI
Inlegvalion
in Fosl-InduslviaI
Sociel.
3. Considev lIe invoIvenenl oJ U2 Jvonlnan Bono and scoves oJ ceIeIvilies
in lIe MaIe
Fovevl Hislov canpaign,
Fvincess Biana's
advocac
on Iand
nines,
EIizaIelI
TaIov
on AIBS ov lIe Iale
Audve HepIuvn
Jov UNICEF.
4. FETA I'd BalIev Oo NaIed TIan Weav Fuv Anli-Fuv
Canpaign
onIine
Fuv Is Bead
Illp//vvv.Juvisdead.con`.
5. FETA HoIocausl on Youv FIale
Vegan Canpaign Connenlav
onIine
Illp//vvv.pela.ovg/Living/connenlav_Iisling.aspx?id=85`:
FETA no
Iongev puIIicizes
lIeiv HoIocausl on Youv FIale
Canpaign,
vIicI vas
vepIaced I Meal.ovg.
FETA
SIavev Canpaign
onIine
Illp//vvv.pela
.ovg/AninaILiIevalion/sIavev.asp`
and
Illp//vvv.pelalv.con/lvpopup/
video.asp?video=civcus_sIave_lvade&FIaev=vn&speed=_ned`.
Fov an
anaIsis
oJ FETA's
equalion
oJ lIe lvealnenl oJ aninaIs lo lIe
HoIocausl,
see Bavid
SzlIeI,
Can lIe Tvealnenl oJ AninaIs Ie
Conpaved
lo lIe
HoIocausl?.
MANEESHA BECKHA BISTUBBINO IMAOES 67
6.
Ovoup
IIasls FETA 'HoIocausl'
pvojecl
CNN
|28 FeIvuav 2003),
on-
Iine CNN.con
Illp//vvv.cnn.con/2003/US/NovlIeasl/02/28/pela
.IoIocausl/`:
BicIavd
Bevnan,
2003. AninaI
gvoups caIIous,
nol cule.
USA
Toda, ApviI
16 al 15a. Fov a discussion oJ lIe IeneJils and
peviIs
oJ
dvaving anaIogies
Ielveen a
vecognized expevience
oJ
injuslice
lo
IigI-
IigIl
one's ovn
pain
see EIisaIelI V.
SpeInan, CIanging
lIe
SuIjecl
On
MaIing
Youv
SuJJeving
Mine in Fvuils
oJ
Sovvov
Fvaning
Ouv Allenlion
lo
SuJJeving.
See
SzlIeI, 2006.,
Jov an
avgunenl
as lo
vI
lIe HoIocausl
anaIog
is vaIid. Fov lIe
Iegilinac
oJ lIe
sIavev anaIog,
see
Mavjovie
SpiegeI,
TIe Bveaded
Conpavison
Hunan and AninaI
SIavev.
7. TIeve is sone deIale ovev vIelIev lIe aninaI aclivisl novenenl is a sociaI
juslice
novenenl.
LIe
Munvo 's
anaIsis
oJ lIe aninaI novenenl
lIvougI
lIe Iens oJ nev sociaI novenenl
lIeov
and vesouvce noIiIizalion
lIeov
is
useJuI in lIis
vegavd. BvoadI speaIing,
a sociaI novenenl
na
Ie cIavac-
levized as a coIIeclive
engagenenl
in 'sociaI
pvoIIens
vovI'
-
lIe
diagnosis
and
calegovizalion
oJ 'sociaI
pvoIIens'
and lIe conconilanl
cIaIIenging
oJ
novaI ovlIodoxies and doninanl sociaI codes. See Munvo
2005,
al 3 and
33-37.
8. Felev OoodvicI deJines discuvsive Jovnalions as lIe veIalion oJ Iodies oJ
InovIedge
lo sociaI
pvaclices
and slvucluves
|OoodvicI, 1987, 132).
9. In veIullaI oJ
cIaIIenges
lo lIe aninaI
advocac
novenenl lIal
suggesl
ils
'singIe
issue Jocus'
pvecIudes
ils associalion vilI Ivoadev
undevslandings
oJ
lIe slvucluvaI dinensions oJ sociaI
in/juslice,
il
na
Ie noled lIal Munvo
suggesls
lIal
'speciesisn'
is lIe levn lIal nosl
IvoadI
idenliJies lIe ani-
naI novenenl's
diagnoslic
Jvane
|Munvo 2005, 75).
10. FETA onIine
Illp//vvv.pela.ovg`.
11. See
genevaII
FETA Covenance
CvueIl
Anli-Viviseclion
Canpaign
on-
Iine Covenance
CvueIl Illp//vvv.covancecvueIl.con`:
FETA Oo
Veg Vegelavian Canpaign
onIine Oo
Veg Illp//vvv.goveg.con`:
FETA
Cul Oul Bisseclion Educalion
Canpaign
onIine FETA2
Illp//vvv
.pela2.con/laIecIavge/l-disseclion.asp`:
FETA
KFCvueIl
Fasl Food
Canpaign
onIine
KenlucI
Fvied
CvueIl Illp//vvv.IenlucIJviedcvueIl
.con`:
FETA Save TIe
SIeep
Anli-WooI
Canpaign
onIine Save TIe
SIeep Illp//vvv.savelIesIeep.con`:
FETA
HeIp
MaIe Anevica a
No-BivlI Nalion
Anli-ExpIoilalion Canpaign
onIine
HeIping
AninaIs
Illp//vvv.IeIpinganinaIs.con`.
12. See
genevaII
FETA
pvinl
ads Jov AninaIs Used Fov
CIolIing Canpaigns
onIine
Illp//vvv.pela.con/nc/pvinlAds_cIolIing.asp`:
FETA
Tvac
BingIan Vegelavian Canpaign
onIine
Illp//vvv.pela.ovg/Jeal/lvaciIee/
IingIan300.jpg`:
FETA Falvicia ManlevoIa AninaIs Used Fov Enlevlain-
nenl
Canpaign
onIine
Illp//vvv.pela.con/pdJs/adnanlevoIasp.pdJ`:
FETA Lel
Vegelavianisn
Ovov On You
|Kadva) Vegelavian Canpaign
68 ETHICS & THE
ENVIBONMENT, 13|2)
2008
onIine
Illp//vvv.pela.ovg/pdJs/adIadva.pdJ `:
FETA Lel
Vegelavian-
isn Ovov On You
|Bosenavie) Vegelavian Canpaign
onIine
Illp//vvv.
pela. ovg/pdJ s/advosenavie.pdJ`.
13. See FETA Anli-Fuv
Canpaign Hislov
onIine Fuv Is Bead
Illp//vvv
. J uvisdead
.con/Iislov.asp`
.
14. FETA IJ You WouIdn'l Weav Youv
Bog |Oovan Visnjic)
Anli-Fuv Can-
paign
onIine
Illp//vvv.Juvisdead.con/inages/govan72.jpg`:
FETA
TIese BaIies Miss TIeiv MolIev. Is SIe On Youv BacI? Anli-Fuv Can-
paign
onIine
Illp//vvv.pela.ovg/pdJs/ABvaccoonad.pdJ`:
FETA BiII
MaIev and EIIen
Begeneves
Anli-Fuv
Canpaign
onIine
Illp//vvv.pela
.con/pdJs/ABIiIIeIIen.pdJ`.
15. See
genevaII
FETA
pvinl
ads Jov AninaIs Used Fov
CIolIing Canpaigns,
supva
nole
28:
FETA CIavIolle Boss Anli-Fuv
Canpaign
onIine
Illp//
vvv.pela.con/pdJs/advossIoviz.pdJ`:
FETA Oena Lee NoIin Anli-SIin
Canpaign
onIine
Illp//vvv.pela.con/pdJs/ABgenaIee.pdJ`:
FETA Va-
nessa OIivavez Anli-Fuv
Canpaign
onIine
Illp//vvv.Juvisdead.con/
inages/vanessaI.jpg`.
16. FETA
Boninique
Svain Anli-Fuv
Canpaign
onIine
Illp//vvv.pela
.ovg/pdJs/ABsvain.pdJ`.
17. FETA FaneIa Andevson Anli-Fuv
Canpaign
onIine
Illp//vvv.pela
.ovg/pdJ s/ABpan.pdJ
` .
18. FETA Yana BoolI Anli-Fuv
Canpaign
onIine
Illp//vvv.pelauI.con/
Jeal/nissgI/page/MissOBJuvadAW.pdJ`.
19. FETA AIicia SiIvevslon Anli-Fuv
Canpaign
onIine
Illp//vvv.pela
.con/pdJs/ABaIiciapIealIev.pdJ`.
20. FETA MeIissa Bivevs Anli-Fuv
Canpaign
onIine
Illp//vvv.Juvisdead
.con/pdJs/MeIissaBivevsJaIeil.pdJ`.
21 . Susan Bovdo and
JuIie
BuvcIiII Iave discussed Iov even Anevica's
pavadig-
nalic
snIoIs
oJ vIile
Jenininil
couId nol
appvoacI
lIe vIileness
pvo-
jecled
as ideaI since lIe nosl Janous
IIondes, incIuding Monvoe,
veve nol
naluvaI IIondes. See Susan
Bovdo,
UnIeavaIIe
WeigIl
Feninisn,
Weslevn
CuIluve and lIe
Bod
and
JuIie BuvcIiII,
OivIs on FiIn .
22. I lIanI
n coIIeague
BeIecca
JoInson
Jov
poinling
oul lIis associalion lo
ne.
23. FETA Anna NicoIe SnilI Anli-Fuv
Canpaign
onIine
Illp//vvv.pela
.ovg/nc/ads/annanicoIe72.pdJ`.
24. FETA Fuv Tvin. Unallvaclive. Anli-Fuv
Canpaign
onIine
Illp//vvv
.Juvisdead.con/page/ad-unallvaclive.jpg`.
25. FETA
Inogen BaiIe
Anli-Fuv
Canpaign
onIine
Illp//vvv.J
uvisdead
.con/pdJ s/inogenFULL72 .pdJ
` .
26. FETA Fevnanda Tvavaves Anli-Fuv
Canpaign
onIine
Illp//vvv.pela
.ovg/nc/ads/ ABFevnanda_LB.pdJ
`.
MANEESHA BECKHA BISTUBBINO IMAOES 69
27.
FETABiIiniBenoAnli-KFCCanpaignonIineIllp//vvv.IenlucIJvied
cvueIlv.con/BiIiniBeno.asp`.
28. See FETA Connando CIicIs Anli-KFC
Canpaign
onIine
Illp//vvv
.connandocIicIs.con`.
29. FETA MiII Oone WiId Anli-MiII
Canpaign
onIine
Illp//vvv
.niIIgoneviId.con`.
30. OivIs Oone WiId onIine
Illp//vvv.givIsgoneviId.con`.
31. OivIs Oone WiId Slove onIine
Illp//vvv.givIsgoneviId.con/index
.cJn?aclion=slove.nain&pvoducl_calegov_id=I`.
32. FETA MiII Oone WiId Anli-MiII
Canpaign.
33. FETA Join TIe Favl onIine Illp//vvv.niIIgoneviId.con/ioin.asp`.
34. FETA MiII Oone WiId Anli-MiII
Canpaign, supva
nole
50:
FETA
CIicI lIe
NippIe
Jov Sone T&A onIine
Illp//vvv.niIIgoneviId.con/
ngv_qa.asp`.
35. OivIs Oone WiId
onIine,
see nole 30.
36. FETA MiII Oone WiId Banned TV
Spol
Anli-MiII
Canpaign
onIine
Illp//vvv.niIIgoneviId.con`.
37. TIis is so oIvious so as lo oIviale lIe need Jov
suppovl.
Fov a vecenl
delaiIing
oJ lIe
suJJeving
in
Jaclov Javns,
see EviI
Mavcus,
Meal MavIel
AninaIs,
ElIics,
and
Mone |IlIaca,
NY Bvio
Fvess, 2005).
Fov a vecenl
guide
ovevaII
on lIe
suJJeving
oJ
aninaIs,
see CalIavine
Ovanl,
No-Nonsense Ouide lo
AninaI
BigIls |Tovonlo
Nev InlevnalionaIisl
FuIIicalions, 2006).
38. See CavoI Adans'
speciJic
discussion oJ FETA's ads in conneclion vilI lIe
naIe
gaze
avound vIicI
povnogvapIic vepvesenlalion
is
ovganized
in FETA
and a
FovnogvapIic CuIluve,
II A Feninisl
AnaIsis
oJ I'd BalIev Oo NaIed
lIan Weav
Fuv,
onIine Feninisls Jov AninaI
BigIls
An EcoJeninisl AIIi-
ance I
llp
//vvv. J av inc .
ovg/ne
vsIe llev/v
8_n3
-4_94/pelapovn2
. I lnI .
39.
FETABavidCvossAnli-FuvCanpaign
onIine
Illp//vvv.Juvisdead.con/
pdJ
s/ad-da
vidcvoss.pdJ
`.
40. FETA Boss ModeIs Anli-Fuv
Canpaign
onIine
Illp//dev.Juvisdead.con/
pics/BossModeIs72.jpg`:
FETA
Jenna
Movasca and ElIan ZaIn Anli-Fuv
Canpaign
onIine
Illp//vvv.pela.ovg/Jeal/jennaelIan/page/JennaIives.
pdJ`.
41. FETA MoIa Anli-Fuv
Canpaign
onIine
Illp//vvv.pela.ovg/pdJs/
ABnoIa.pdJ `:
FETA KvisloJJ Sl.
JoIn
Anli-Fuv
Canpaign
onIine
Illp//
vvv.Juvisdead.con/pdJs/ad-IvisloJJ.pdJ`:
FETA Bennis Bodnan Anli-
Fuv
Canpaign
onIine
Illp//vvv.Juvisdead.con/Iullons/BennisBodnan
Ad.jpg`.
42. See aIso
Univevsil
oJ Texas AIIiance Jov a Feninisl
Oplion,
Oendev
and lIe AninaI
BigIls Movenenl,
onIine Sludenls
Againsl CvueIl
lo
AninaIs
Illp//vvv.ulaninaIvigIls.con/gendev.Iln`:
and NiIIi
CvaJl,
FeTA WIeve
OnI
Wonen Ave Tvealed LiIe
Meal,
onIine No Slalus
Quo Illp//vvv.noslalusquo.con/ACLU/FETA/pela.IlnI`.
70 ETHICS & THE
ENVIBONMENT, 13|2)
2008
43. See
Ingvid
NevIivI
-
TaIing
on lIe
Cvilics,
onIine AninaI LiIevalion
Illp//vvv.aninaI-IiI.ovg.au/nove_inlevvievs/ingvid`.
44. NevIivI aIso deJends lIe cIoice oJ FETA's nain
spoIespevson,
FaneIa An-
devson,
as JoIIovs Sone
peopIe
ave
vev
lIvealened
I
Fan
Andevson,
Jov
exanpIe,
vilI ov vilIoul Iev cIolIes. I Ieav
peopIe
vIo don'l Inov
Iev,
devide
Iev,
and il's
sinpI
Iecause sIe's IuiIl IiIe a sex IonIsIeII. I Inov
Iev and sIe is a
supev-Iind,
sensilive
pevson
vIo ve sIouId lIanI
evev
da
Jov
using
Iev JaIuIous
Iod
Jov lIe aninaIs. I aIso lIinI sIe's a
Iiggev
Jeninisl lIan a Iol oJ
vIining ones,
Iecause sIe's IuiIl Iev ovn
Iod
and
Jace Jov Iusiness veasons and sIe von.
45. Fov a
genevaI cvilique
oJ lIe
Ieaul
ideaI lIal doninales veslevn
cuIluves,
see WoIJ 1995 and Bovdo 1995.
46. Fov an ovevviev oJ lIese
avgunenls,
see
KalIvn AIvans,
Sex Wavs Bedux
Agenc
and Coevcion in Feninisl
LegaI TIeov
and
Lnn
S.
CIancev,
Fvon
FovnogvapI
lo SadonasocIisn
BeconciIing
Feninisl BiJJevences.
47. Fov a cIassic
exanpIe
oJ MacKinnon and BvovIin's
vovI,
see CalIavine
MacKinnon and Andvea
BvovIin, eds.,
In Havn's
Wa
TIe
FovnogvapI
oJ
CiviI
BigIls Heavings.
48. Inlevviev oJ
Ingvid
NevIivI
|12
MavcI
2006)
onIine AninaI LiIevalion
Illp//vvv.aninaI-IiI.ovg.au/aclivisls/aclivisls/nevIivI-ingvid.Iln
`.
49. TIe inlevviev veJevences an acluaI avlicIe lIal NevIivI vvole enlilIed
AninaI
BigIls
and lIe Feninisl Conneclion.
50. FETA
engaged
in a
McCvueIl canpaign
lIal Iasled 11
nonlIs,
vilI
nove lIan 400 denonslvalions in 23 counlvies. McBonaId's Iecane lIe
Jivsl
covpovalion
in U.S.
Iislov
lo
agvee
lo naIe
inpvovenenls
in lIeiv ani-
naI veIJave slandavds.
FoIIoving
on lIe IeeIs oJ lIeiv success
againsl
Mc-
BonaId's,
FETA
lavgeled Buvgev King
vilI lIeiv Muvdev
King canpaign.
Buvgev King
Ias conlinued lo Iead lIe Jasl-Jood
induslv
lovavd
inpvoving
aninaI veIJave.
Wend's
vas nexl lo cone undev Jive vilI FETA's WicIed
Wend's canpaign,
vIicI vesuIled in
Wend's agveeing
lo neel lIe aninaI
veIJave slandavds lIal FETA Iad
negolialed
vilI McBonaId's and
Buvgev
King.
AII oJ lIese FETA
canpaigns
invoIved
pvovocalive ads, ceIeIvil sup-
povl,
and inlevnalionaI
pvolesls.
See FETA's
Covpovale Canpaigns
onIine
Illp//vvv.goveg.con/covpcanpaigns.asp`.
51. Lellev Jvon
JenniJev CievIilsI |20
BecenIev
2006)
slaled lIal FETA is
an inlevnalionaI
nonpvoJil
aninaI
pvoleclion ovganizalion
vilI nove lIan
1,100,000
nenIevs and
suppovlevs
dedicaled lo
eslaIIisIing
lIe
vigIls
oJ
aII aninaIs. See aIso FETA onIine
Illp//vvv.pela.con`.
52. In a Iellev
vepIing
lo a Jeninisl veIsile cvilicaI oJ FETA's
oIjecliJicalion
oJ
vonen,
a FETA
covvespondenl
deJends FETA's
canpaigns I noling,
in
pavl,
lIal FETA is an
ovganizalion
lIal is slaJJed
IavgeI
Ie Jeninisl
vonen. See
CvaJl,
FeTA WIeve
OnI
Wonen Ave Tvealed LiIe
Meal,
see nole 42.
MANEESHA BECKHA BISTUBBINO IMAOES 71
53. Onion is
connenling
on lIe
leIIingI
naned
canpaign,
FucI Jov
Fovesls.
54. FETA
Bunning
oJ lIe Nudes Anli-BuII
Bunning Canpaign
onIine
Illp//
vvv.vunningoJlIenudes.con`.
55. FETA Sexiesl
Vegelavian Vegelavian Canpaign
onIine
Illp//vvv.goveg
.con/J-sexveg07.asp`.
56.
FETAInInolMinIAnli-FuvCanpaignonIineIllp//vvv.Juvisdead.con/
Jeal-lonnIee.asB`: Bennis Bodnan, see nole 41.
57. See FETA Slale oJ lIe Union
Canpaign
onIine
Illp//vvv.pela.ovg/
Jeal/slaleoJlIeunion`.
58. TIe
LoneI, SIacIIed,
Bealen
canpaign
connils a siniIav suIslilulion
lo connunicale ils
nessage.
In lIis
canpaign,
lIe audience is veninded oJ
lIe aIsenl aninaIs
lIvougI
lIe Iodies oJ
pvesenl
vonen vIo ave adovned
vilI aninaI
navIings
and
pIsicaII pIaced
in conJined
spaces.
See FETA
Inogen BaiIe
Anli-Civcus
LoneI, SIacIIed,
Bealen
Canpaign
onIine
Illp//vvv.pela.ovg/pdJs/inogen%20II_LB.pdJ`.
59.
See,
Jov
exanpIe, Mann,
1994.
60. Fov Balna
Kapuv,
and olIev
poslcoIoniaI lIeovisls,
lIe vesislive
suIjecl
is a
deepI Iaeved
and nuIliJaceled
suIjecl
vIo
pvoduces
vesislance in coev-
cive civcunslances
|Kapuv 2005, 26).
61. Fiona OiIes veJevs aIso lo a Jev avl Iouse JiIns lIal
dispIa
sexuaIized
vep-
vesenlalions oJ
IveaslJeeding aIlIougI
nol
necessaviI povnogvapIic
ones.
62. Fov
exanpIes
oJ
IegaI
inlevvenlions
allenpling
lo
poIice
lIe evolica and
sensuaIil
oJ
IveaslJeeding
as veII as
an
vonen vIo
na
Ie avoused
I
lIe sensalion ov ave seen lo
lvansgvess
lIe novnalive Ioundavies lIe doni-
nanl
pvoJiIe diclales,
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