Melanie Joy

“The story of how shit got in our meat is the story of one of the central characteristics of carnism, and of other violent ideologies: the system depends on a constituency of indirect victims, inadvertent victims who not only suffer the consequences of the system, but who also help that system by unwittingly participating in their own victimization. The system creates such victims by appearing to be something it is not, so that we feel safe when we are at risk and free when we have been coerced. The story of how shit got in our meat is the story of the human casualties of carnism.”

“Yet on some level we do know the truth. We know that meat production is a messy business, but we choose not to know just how messy it is. We know that meat comes from an animal, but we choose not to connect the dots. And often, we eat animals and choose not to know we're even making a choice. Violent ideologies are structured so that it is not only possible, but inevitable, that we are aware of an unpleasant truth on one level while being oblivious to it on another. Common to all violent ideologies is this phenomenon of knowing without knowing.”

“But why must the system go to such lengths to block our empathy? Why all the psychological acrobatics? The answer is simple: because we care about animals, and we don't want them to suffer. And because we eat them. Our values and behaviors are incongruent, and this incongruence causes us a certain degree of moral discomfort. In order to alleviate this discomfort, we have three choices: we can change our values to match our behaviors, we can change our behaviors to match our values, or we can change our perception of our behaviors so that they appear to match our values. It is around this third option that our schema of meat is shaped. As long as we neither value unnecessary animal suffering nor stop eating animals, our schema will distort our perceptions of animals and the meat we eat, so that we feel comfortable enough to consume them. And the system that constructs our schema of meat equips us with the means by which to do this.”

“We love dogs and eat cows not because dogs and cows are fundamentally different--cows, like dogs, have feelings, preferences, and consciousness--but because our perception of them is different.”

“As with any violent ideology, the populace must be shielded from direct exposure to the victims of the system, lest they begin questioning the system or their participation in it. This truth speaks for itself: why else would the meat industry go to such lengths to keep its practices invisible?”

“Violent ideologies speak their own language; core concepts are translated to maintain the system while appearing to support the people. Under carnism, for instance, democracy has become defined as having the freedom to choose among products that sicken our bodies and pollute our planet, rather than the freedom to eat our food and breathe our air without the risk of being poisoned. But violent ideologies are inherently undemocratic, as they rely on deception, secrecy, concentrated power, and coercion--all practices that are incompatible with a free society. While the larger system, or nation, may appear democratic, the violent system within it is not. This is one reason we don't recognize violent ideologies that exist within seemingly democratic systems; we simply aren't thinking to look for them.”

“If you walked into your local convenience store and bought a package of cigars, you would notice that it carries a label warning of the potential dangers of cigar smoke. Yet research suggests that cigar smoking poses a hazard only to moderate to heavy cigar smokers, who comprise less than 1 percent of the adult population. More than 97 percent of American adults, however, eat animal foods, and despite much research demonstrating the connection between the consumption of animal products and disease, we are not warned of these dangers.”

“There is a vast mythology surrounding meat, but all the myths are in one way or another related to what I refer to as the Three Ns of Justification: eating meat is normal, natural, and necessary. The Three Ns have been invoked to justify all exploitative systems, from African slavery to the Nazi Holocaust. When an ideology is in its prime, these myths rarely come under scrutiny. However, when the system finally collapses, the Three Ns are recognized as ludicrous.”

“The ten billion animals that are killed every year for meat and the virulent consequences of contemporary animal agricultural practices remain conspicuously absent from public discourse. How often have you seen media exposés on the violent treatment of farm animals and the corrupt practices of carnistic industry? Compare this with the amount of coverage afforded fluctuating gas prices or Hollywood fashion blunders. Most of us are more outraged over having to pay five cents more for a gallon of gas than over the fact that billions of animals, millions of humans, and the entire ecosystem are systematically exploited by an industry that profits from such gratuitous violence. And most of us know more about what the stars wore to the Oscars than we do about the animals we eat.”

“The path of the norm is the path of least resistance; it is the route we take when we're on auto-pilot and don't even realize we're following a course of action that we haven't consciously chosen. Most people who eat meat have no idea that they're behaving in accordance with the tenets of a system that has defined many of their values, preferences, and behaviors. What they call 'free choice' is, in fact, the result of a narrowly obstructed set of options that have been chosen for them. They don't realize, for instance, that they have been taught to value human life so far above certain forms of nonhuman life that it seems appropriate for their taste preferences to supersede other species' preference for survival.”

“Most of us believe that eating meat is natural because humans have hunted and consumed animals for millennia. And it is true that we have been eating meat as part of an omnivorous diet for at least two million years (though for the majority of this time our diet was still primarily vegetarian). But to be fair, we must acknowledge that infanticide, murder, rape, and cannibalism are at least as old as meat eating, and are therefore arguably as 'natural'--and yet we don't invoke the history of these acts as justification for them. As with other acts of violence, when it comes to eating meat, we must differentiate between natural and justifiable.”

“Another myth of necessity is that killing is an economic imperative. While an economic motive has driven many violent ideologies--the economy of the New World was largely buttressed by slavery, and the plundering of gold and other assests as well as the unpaid labor of Nazi victims financed the German war machine--that doesn't mean the economy would collapse were the killing to cease. It is far more likely that the economic status quo would break down; the carnistic-corporate power structure, rather than the citizenry, would suffer were carnism abolished.”

“It is impossible to exercise free will as long as we are operating from within the system. Free will requires consciousness, and our pervasive and deep-seated patterns of thought are unconscious; they are outside of our awareness and therefore outside of our control. While we remain in the system, we see the world through the eyes of carnism. And as long as we look through eyes other than our own, we will be living in accordance to a truth that is not of our own choosing. We must step outside the system to find our lost empathy and make choices that reflect what we truly feel and believe, rather than what we've been taught to feel and believe.”

“To identify with others is to see something of yourself in them and to see something of them in yourself--even if the only thing you identify with is the desire to be free from suffering.”

“The carnistic schema, which twists information so that nonsense seems to make perfect sense, also explains why we fail to see the absurdities of the system. Consider, for instance, advertising campaigns in which a pig dances joyfully over the fire pit where he or she is to be barbecued, or chickens wear aprons while beseeching the viewer to eat them. And consider the Veterinarian's Oath of the American Veterinary Medical Association, 'I solemnly swear to use my...skills for the...relief of animal suffering,' in light of the fact that the vast majority of veterinarians eat animals simply because they like the way meat tastes. Or think about how poeple won't replace their hamburgers with veggie burgers, even if the flavor is identical, because they claim that, if they try hard enough, they can detect a subtle difference in texture. Only when we deconstruct the carnistic schema can we see the absurdity of placing our preference for a flawless re-creation of a textural norm over the lives and deaths of billions of others.”

“Think about it: virtually every atrocity in the history of humankind was enabled by a populace that turned away from a reality that seemed too painful to face, while virtually every revolution for peace and justice has been made possibly by a group of people who chose to bear witness and demanded that others bear witness as well.”

“Becoming aware of the intense suffering of billions of animals, and of our own participation in that suffering, can bring up painful emotions: sorrow and grief for the animals; anger at the injustice and deception of the system; despair at the enormity of the problem; fear that trusted authorities and institutions are, in fact, untrustworthy; and guilt for having contributed to the problem. Bearing witness means choosing to suffer. Indeed, empathy is literally 'feeling with.' Choosing to suffer is particularly difficult in a culture that is addicted to comfort--a culture that teaches that pain should be avoided whenever possible and that ignorance is bliss. We can reduce our resistance to witnessing by valuing authenticity over personal pleasure, and integration over ignorance.”

“It's just the way things are. Take a moment to consider this statement. Really think about it. We send one species to the butcher and give our love and kindness to another apparently for no reason other than because it's the way things are. When our attitudes and behaviors towards animals are so inconsistent, and this inconsistency is so unexamined, we can safely say we have been fed absurdities. It is absurd that we eat pigs and love dogs and don't even know why. Many of us spend long minutes in the aisle of the drugstore mulling over what toothpaste to buy. Yet most of don't spend any time at all thinking about what species of animal we eat and why. Our choices as consumers drive an industry that kills ten billion animals per year in the United States alone. If we choose to support this industry and the best reason we can come up with is because it's the way things are, clearly something is amiss. What could cause an entire society of people to check their thinking caps at the door--and to not even realize they're doing so? Though this question is quite complex, the answer is quite simple: carnism.”

“Often, vegan advocates assume that a person's defensiveness is the result of selfishness or apathy, when in fact it is much more likely the result of systematic and intensive social conditioning.”