[I'm linking to PETA's images rather than embedding them here because I don't want them on my blog. They are all potentially triggering, so click with care.]
PETA's latest PR stunt doesn’t have many fans. The Metro and even the Mail have run critical pieces on the video, which features a woman walking around in a neck brace after rough sex with her newly vegan boyfriend. No, it doesn’t make any more sense written down. I’m not going to retread ground already covered by the impressive array of PETA takedowns to be found online. The Opinioness of the World has already made the most important point: ‘Domestic violence is not a joke. It shouldn’t be trivialized and used as a goddamn marketing gimmick.’ In a sense, PETA’s crime in this case is so clearly outrageous that it’s not immediately obvious why we need a conversation about the problem with PETA. As Arwa Mahdawi points out: ‘It makes no difference whether you're promoting chocolate or charity: normalising violence can never be justified.’ But even if we can all agree that there is something seriously wrong with PETA’s assumption that violence = desirability, the challenge of developing a broad critique of the larger problem with the charity shouldn’t be underestimated.
I’ve been a vegetarian for 17 years and PETA could teach classes in how to piss me off. Their past campaigns have involved likening fur to drag, fat oppression, getting pregnant women to pose as pigs in cages, and comparing race hate and dog breeding by dressing up as the Ku Klux Klan. What's the best way to draw these actions together and conceptualise PETA’s strategy? Critics on the left tend to use terms like ‘sexualisation’ and ‘objectification’ to describe the charity's penchant for sexual references and near-naked female models. I’m not convinced that this vocabulary is adequate to its target. PETA is doing something more complex - not to mention more sinister - than appropriating images of the female body. 'Objectification' is a difficult term to apply to PETA. It's true that their pictures of naked women trade on the message that veganism is sexy. But although PETA’s image of sexy is female, skinny, white and subservient, there’s just enough irony at work for all this to just about pass as pop culture pastiche. This is not a get-out clause, because PETA's approach to irony reveals much about their cold ideology.
PETA operates according to a skewed vision of détournement in which the 'powers' being subverted are anti-racist, feminist and queer liberation movements. PETA anticipates and manipulates the language and iconography of these movements, deflating their ability to resist while stealing their oppositional strategies. For instance, it doesn't make a lot of sense to criticise PETA for making women look like pieces of meat when the entire purpose of this image is first to provoke our outrage at the objectification of women, then to persuade us to direct this outrage at the meat industry. The photograph engenders a confused response involving intermingling feelings of titillation and protest, misogyny and shock. This confusion makes it easier for PETA to belittle the cause of women's rights even as it leeches currency from mainstream recognition of feminist tropes. PETA’s real crime is not that it uses sexualised images of women, but that it acknowledges violence against women for the sole purpose of rendering feminism subservient to animal rights.
I used to think PETA subscribed to a fantasy of a post-sexist and post-racist society in which the energy of activist movements was wasted unless directed towards the vegan cause. I imagined a PETA PR brief might read: guys, the racism problem has been pretty much solved now, so it’s time to translate that success into a coup for dogs. It was difficult for me to accept that PETA could completely dissociate the spectacle of a naked woman on all fours in a cage from the real violence suffered by women. I could only presume that PETA was under the misguided impression that racist and sexist violence didn't happen anymore.
I’ve reassessed my position on PETA’s motivation. Parodying a domestic violence awareness campaign to promote veganism is nothing short of chilling. Commentators have interpreted the new video as an insensitive controversy-courting exercise, but this perspective overlooks its coherence as part of the charity's overall strategy. The video goes further than trivialising domestic violence in a bid for attention: it is an attempt to erase the issue of domestic violence altogether. This approach depends on a model of competitive activism that pits interconnected social movements against each other. The problem with PETA is not about controversy and it’s not about sex. It’s about hostility and hatred, and we need to develop a critical vocabulary equal to the challenge. 'Objectification' doesn't cut it.


