“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?”

“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.”

“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.”

“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.”

“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.”

“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.”