The Three Appeals Must Be Measured

Have you seen this? This photo has been published via Twitter by The Humane League, an advocacy group who “[work] relentlessly to reduce animal suffering through grassroots education to change eating habits and corporate campaigns to reform farm animal treatment.” In broader respect, their aims relate to mine here on this blog – that is, to reach people by way of their decision-making in order to effect change in our (what I take to be cultural) behaviour. They post this photo on-line, where I’ve had it show up in my Facebook news feed after a friend “likes” it. Twice when it appeared, I posted my thoughts, which I share now for the third (and last) time.

The statement on the sign is clear enough, but what is the process behind enacting the words, specifically “we” and “use” and “leaves”? “We” who, which land owners, which legislators, in which jurisdictions, incentivized how, by whom, coordinated in what manner, measured by what instruments or methods, affirmed by which authorities… the list of questions goes on. The statement on the sign is clear enough, but the sought-for outcome seems way more complicated to achieve than simply eating less meat because Paul Rudd holds a sign.

How could any coordinated effort ever be done, any assurance that you not eating meat, and me not eating meat, and him, and her, and them, any of us… how could we ever know we were making an active difference versus just randomly taking turns not eating meat? On Mondays. Surely, if it were this easy… Meanwhile, the rest of the world who missed Paul Rudd’s signs and movies eats meat.

He ought, at the very least, to hold up a sign with instructions for organising or joining an effort to set aside land as a reserve. Wouldn’t it require financial incentives built in for whomever would otherwise use the land, i.e., to replace the revenue they were getting from this particular sort of agriculture? There’s one more word on the sign that is far too vague: “agriculture.” Specify… Wouldn’t changing the control of the resources, not the consumption, be a more directly effective approach? This ad seems to oversimplify, and that undermines whatever might be worthwhile about the issue.

But further, and maybe more troublesome, oversimplifying does little to flatter the ad’s proponents beyond portraying some collective feel-good wishing for a better world, which would seem to play right into the hands of anyone whom they’re disputing. Farms and land-use and pollution and economics and history are realities to be dealt with responsibly, that need intentional, incentivized discussion between however many various sides. Reality is life – decisions and consequences. If certain land-use can be proven ill-suited, or destructive, whatever the case, then approach with efforts on that basis, but don’t undermine the issue and waste valuable time and attention with fame-dropping. That must be very insulting to people who work hard and earn their livelihood farming, the very people who need to be engaged in the discussion.

It seems to me that employing (financially or colloquially) celebrity appeal as the method for touching an audience emotionally is most responsibly done when it’s also stabilized or held accountable by a detailed plan, like what roots do for plants, being a means of gathering water and nutrients as well as an anchored foundation. Emotions stirred up by reputation ought to be channelled or marshalled or else they could run rampant, and suddenly the whole message gets lost in the maelstrom – or maybe better to say, a new message takes hold. However, responsibility and effectiveness do not always converge.

This photo relies on [whomever]’s favour for a given actor – Paul Rudd, of all people, but it might have been anybody. So at least they chose a fairly peaceful, fun-loving actor and not someone more polarizing or controversial. Evidently, Paul Rudd consented to pose for this (or else hasn’t complained that he was photoshopped? …doesn’t matter, not the point), but in any case, The Humane League believed he’d appeal to the audience they sought. Doubtful they were seeking me! even though (a) I’ve always liked Paul Rudd’s acting and (b) I can sympathise with animal advocacy. But whomever they were seeking, they seem to rely upon the appeal of an actor to suffuse their ad with substance. And if I’m wrong on that point, if The Humane League can point to some ongoing program that addresses what I’ve raised, then this ad is not only a failure of wasted effort but unnecessarily provocative and irresponsible for what it might stir in spite of real programming.

The Humane League, professing that a “sense of purpose drives every action in our unrelenting march forward… ,” was not an organisation I ever knew prior to their ad showing up in my news feed. Despite their advocacy, they worry me – not about a march that’s unrelenting so much as a march that’s unchecked, which is why I bothered posting three times. I’m hoping to reach an audience, too, not with purpose merely sensed but more consequentially realised.

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