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 FuIIisIed I Indiana University Press SlaIIe UBL http://www.jstor.org/stable/40339159 . Accessed 19/01/2012 1203 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. Indiana University Press is collaborating with JSTOR to digitize, preserve and extend access to Ethics and the Environment. http://www.jstor.org 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, see OiIes, 2004 al 305. 63. I an indeIled lo CavoI Adans Jov lIis insigIl. EdiloviaI connunicalion on JiIe vilI edilovs. 64. Conneclicul Baiv TIe Favnev's Cov onIine Illp//vvv.lIeJavnevscov .con`. BEFEBENCES AIvans, KalIvn. 1995. Sex Wavs Bedux Agenc and Coevcion in Feninisl LegaI TIeov. CoIunIia Lav Beviev 95 304-376. Adans, CavoI J. 2003. TIe SexuaI FoIilics oJ Meal A Feninisl-Vegelavian CvilicaI TIeov. 10lI Annivevsav edilion. Nev YovI Conlinuun InlevnalionaI FuI- IisIing Ovoup. Adans, CavoI J. 2000. Caving AIoul SuJJeving A Feninisl ExpIovalion. In Beond AninaI BigIls A Feninisl Caving ElIic Jov lIe Tvealnenl oJ AninaIs |pp. 170-196), eds. CavoI J. Adans and JosepIine Bonovan Nev YovI Conlinuun InlevnalionaI FuIIisIing Ovoup. Adans, CavoI J. 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