PETA says meat-eating is ‘toxic masculinity’.
CALLS FOR A ‘SEX STRIKE’
An animal rights group has been ridiculed after calling for a ‘sex ban’ to be placed on men who eat meat.
People for the Ethical Treatment of Animals (PETA)’s German division claims devouring sausages and schnitzel is a symptom of ‘toxic masculinity’, that it’s “killing the planet”.
The non-profit organisation has urged women to go on a sex-driven strike to “save the world”.
The group says the ‘sex strike’ is part of a larger movement to limit conspicuous meat consumption of men, which ‘results in high carbon emissions’.
“Who doesn’t know them, the suburban fathers handling beer bottles and barbecue tongs, who sizzle 70-cent sausages on their 700-euro grill. The zucchini provided by the visitor is viewed with suspicion and tolerated only reluctantly,” Daniel Cox, Team Leader Campaigns at PETA Germany said in a statement.
“The fact that ‘grill masters’ believe they have to prove their masculinity to themselves and their peers by consuming meat does not only happen to the animal’s chagrin.”
Now, there’s scientific evidence that toxic masculinity also harms the climate. So a hefty meat tax of 41 per cent for men would be appropriate. A ban on sex or reproduction for all meat-eating men would also be expedient in this context.”
PETA pointed out a study published by the scientific online journal PLOS ONE which found that men caused 41 per cent more greenhouse gas emissions than women because they consumed more meat.
The comments have not gone over well in Germany, with newspapers ripping Cox on their front pages.
Social media users also criticised the PETA campaign as “ludicrous”.
During a recent episode of Sky News Australia’s NewsDay, Laura Weyman-Jones, Marketing Manager for PETA Australia, discussed the ban.
The PETA Australia representative said its organisation’s statement was designed to be a conversation starter, before adding, “we really don’t care about your sex lives”.
“What we do care about is the planet and the animals we share it with and those animals are dying by the billions in the crudest ways imaginable for burgers and sandwich filling,” she told co-host Tom Connell.
Despite being labelled a ‘conversation starter’, PETA seems to have depicted all men as blokes with big grills by the barbeque cooking up huge steaks and scoffing them.
All the while, their wives exist on a diet of lettuce, only good for the sexual power they hold over their men? What about women who eat meat, why aren’t they banned from having sex as well?”
This campaign isn’t the first time PETA has used sex as a way to get their message across.
PETA’S STRANGE OBSESSION
It’s like the marketing team at PETA have nothing better to talk about than sex, and it seems they are taking notes about advertising from their United States counterparts.
In 2016, PETA launched the campaign, “Meat interrupts your sex life. Last longer, go Vegan”.
The target group were non-vegan males with the objective of promoting the message that meat-eating ‘leads to poor sexual performance’, constructing a ‘sexy image’ of vegan males.
The media used included TV, digital, print, and billboard:
PETA attempted to broadcast a TVC during Super Bowl 2016, which CBS rejected owing to its outright explicit content depicting two side-by-side sex scenes where the meat-eater finished first.
Thereafter, they released the controversial digital version on YouTube (https://www.youtube.com/watch?v=coANMLRMirQ). The ad has since garnered nearly 60 million views.
Key target regions of the campaign’s outdoor advertising were the three top U.S. meat-producing states Texas, North Carolina, and Georgia.
PETA constantly claims these are ‘tongue-and-cheek’ promotions, but there is some agenda at play here,
According to Dundar and Gokalp (2016), the search for pleasure has become a principle of a ‘good life’ in advertising. PETA tries to leverage this concept by inverting several key mythologies, while aiming to link veganism to the achievement of a consumer’s self-related goal: a better sex performance.
In doing so, they try to discount the counter-narrative that vegetarianism leads to a loss of testosterone and vegetarians/vegans being ‘beta’ males — a stereotype gaining increasing momentum through the personification of the ‘SoyBoy’ in popular media.
While attempting to change habits, they are attempting to change their own-self image in the process.
Meanwhile, their campaigns completely alienate women by portraying them as a play-thing for men.
Women, often being drivers of change of dietary habits in families, are perhaps the most important marketing tool (if they actually wanted to influence change) — but they have missed the mark completely.
Apart from ridicule, their campaigns fail to meet its informational, motivational, and behavioural objectives due to 1) its lack of evidence (logos) and 2) lack of credibility (ethos).
What are your thoughts?
Be sure to leave your comments below!
For more TOTT News:
Facebook — Facebook.com/TOTTNews
YouTube — YouTube.com/TOTTNews
Instagram — Instagram.com/TOTTNews
Twitter — Twitter.com/EthanTOTT
Bitchute — Bitchute.com/TOTTNews
Gab — Gab.com/TOTTNews