You can listen to the audio from this talk here: https://archive.org/details/NickPendergrastLiveAnimalExportHumaneSlaughterAndMediaHegemony
This talk was given at the Institute for Critical Animal Studies Oceania (ICAS) 2014 conference: Critical Animal Studies in the Asia-Pacific.
You can find out more about this conference here: http://icasoceania.wordpress.com/2014/04/24/schedule-update/
You can hear other talks from this conference on episode 54 of Progressive Podcast Australia: http://progressivepodcastaustralia.com/2014/05/03/icas/
You can also read Nick's interview with an Australian slaughterhouse worker that was mentioned during the talk: http://ebookbrowsee.net/nick-pendergrast-the-silence-of-the-lambs-pdf-d366878864
Live Animal Export, Humane Slaughter and Media Hegemony
1. Live Animal Export, HumaneLive Animal Export, Humane
Slaughter and MediaSlaughter and Media
HegemonyHegemony
Nick PendergrastNick Pendergrast
2. FramingFraming
The way that the news is packaged.The way that the news is packaged.
What is covered and what is left out.What is covered and what is left out.
Frames shape how audiences understandFrames shape how audiences understand
and interpret issues and events, as well asand interpret issues and events, as well as
theirtheir evaluations of political actionevaluations of political action..
3. The MediaThe Media
Public SpherePublic Sphere
• Habermas.Habermas.
• Integral part of theIntegral part of the
‘political‘political
consciousness andconsciousness and
a vibrant site ofa vibrant site of
resistance’ toresistance’ to
“common sense”“common sense”
political discourse.political discourse.
• Public can hear allPublic can hear all
views on an issue.views on an issue.
• Wide range ofWide range of
frames.frames.
Media HegemonyMedia Hegemony
• The manufacturing ofThe manufacturing of
consent throughconsent through
excluding alternativeexcluding alternative
visions andvisions and
discourses.discourses.
• Debates andDebates and
disagreements, butdisagreements, but
within a limitedwithin a limited
framework.framework.
• Narrow range ofNarrow range of
frames.frames.
4. Theories on Animal SlaughterTheories on Animal Slaughter
Animal WelfareAnimal Welfare
• Concerned withConcerned with howhow
animals are treatedanimals are treated
andand howhow they arethey are
killed.killed.
• Accepts humaneAccepts humane
slaughter.slaughter.
• Light green.Light green.
• ““Default” position orDefault” position or
“status quo“status quo
position.”position.”
• DominatesDominates
mainstream media.mainstream media.
Animal RightsAnimal Rights
Cannot justify using andCannot justify using and
killing animals,killing animals,
regardlessregardless of theof the
treatment.treatment.
Not larger cages, butNot larger cages, but
empty cages.empty cages.
Rejects humaneRejects humane
slaughter.slaughter.
Deep green.Deep green.
Neglected byNeglected by
mainstream media.mainstream media.
5. Four CornersFour Corners
Objectivity = tendency for media outlets ‘toObjectivity = tendency for media outlets ‘to
reduce controversy to two competingreduce controversy to two competing
positions’ (Gamson).positions’ (Gamson).
Luke Bowen (NT Cattleman’s Association): ‘WeLuke Bowen (NT Cattleman’s Association): ‘We
in Australia expect thatin Australia expect that animals should beanimals should be
slaughteredslaughtered quickly and speed and efficiencyquickly and speed and efficiency
is what it's about’.is what it's about’.
Lyn White (Animals Australia): ‘Lyn White (Animals Australia): ‘We should beWe should be
killing the animalskilling the animals here under Australianhere under Australian
conditions, under our control, and then theyconditions, under our control, and then they
should only be shipped as meat products, notshould only be shipped as meat products, not
live animals’.live animals’.
6. Media Coverage 1-7 JuneMedia Coverage 1-7 June
Number of Articles for Each Frame
Newspapers Animal Welfare Animal Rights Neither Total
The Australian 8 0 1 9
Sydney Morning Herald 6 0 0 6
The West Australian 3 0 0 3
Total 17 0 1 18
Social media
Until the
narrative
changed
7. A Few “Bad Apples”A Few “Bad Apples”
Cattleman John Wharton: ‘a few dodgy abattoirs’.Cattleman John Wharton: ‘a few dodgy abattoirs’.
Kooline Station manager Peter Stammers: the ‘brutal treatmentKooline Station manager Peter Stammers: the ‘brutal treatment
shown in graphic footage was not common’ and he blamed it onshown in graphic footage was not common’ and he blamed it on
‘the poor behaviour of a few overseas slaughterhouses’.‘the poor behaviour of a few overseas slaughterhouses’.
Jubilee Downs station manager Keith Anderson: ‘the footage wasJubilee Downs station manager Keith Anderson: ‘the footage was
disturbing and the brutal treatment shown was not something hedisturbing and the brutal treatment shown was not something he
wanted his cattle to go through’.wanted his cattle to go through’.
WA Farmers Federation president Mike Norton said he ‘supportedWA Farmers Federation president Mike Norton said he ‘supported
a ban on facilities which undertook cruel treatment’.a ban on facilities which undertook cruel treatment’.
The Nationals leader, Warren Truss: ‘cattle growers were just asThe Nationals leader, Warren Truss: ‘cattle growers were just as
horrified as the general public’.horrified as the general public’.
Heytesbury Cattle Company chief executive Paul Holmes a CourtHeytesbury Cattle Company chief executive Paul Holmes a Court
‘praised the Federal Government for cutting out abattoirs found to‘praised the Federal Government for cutting out abattoirs found to
be killing Australian cattle inhumanely, which he believed were abe killing Australian cattle inhumanely, which he believed were a
minority’.minority’.
8. Animal Welfare Laws = HumaneAnimal Welfare Laws = Humane
Slaughter in AustraliaSlaughter in Australia
Two articles referred to Australia’s high standards in animalTwo articles referred to Australia’s high standards in animal
welfare.welfare.
Cattleman John Wharton: ‘It is not the way we do things inCattleman John Wharton: ‘It is not the way we do things in
this country’.this country’.
Independent politicians Nick Xenophon and Andrew Wilkie:Independent politicians Nick Xenophon and Andrew Wilkie:
‘If abattoir workers in Australia treated beasts in such a‘If abattoir workers in Australia treated beasts in such a
fashion, they would be in jail’.fashion, they would be in jail’.
RSPCA’s chief scientist, Dr Bidda Jones pointed toRSPCA’s chief scientist, Dr Bidda Jones pointed to
‘substandard practices which would be illegal under‘substandard practices which would be illegal under
Australian laws’.Australian laws’.
Dr Barry Smyth, President of the Australian VeterinaryDr Barry Smyth, President of the Australian Veterinary
Association: ‘The live export of all cattle to IndonesiaAssociation: ‘The live export of all cattle to Indonesia
should be suspended until the same animal welfareshould be suspended until the same animal welfare
standards as Australia’s can be assured’.standards as Australia’s can be assured’.
9. Nationalism, Racism andNationalism, Racism and
XenophobiaXenophobia
AustralianAustralian animals/cattle 31 timesanimals/cattle 31 times
inin Four CornersFour Corners episode.episode.
‘‘I’m a meat eater and I oppose liveI’m a meat eater and I oppose live
export’.export’.
Let’s keep
jobs in
Australia
10. Challenging the Narrative?Challenging the Narrative?
‘‘Economics Overrides Ethics when it comes toEconomics Overrides Ethics when it comes to
Animal Husbandry’ by Brian Sherman andAnimal Husbandry’ by Brian Sherman and
AnneMarie Jonson (Voiceless).AnneMarie Jonson (Voiceless).
• ‘‘Australian standards for domestic halal slaughterAustralian standards for domestic halal slaughter
require stunning. However, it has been reported thatrequire stunning. However, it has been reported that
several large slaughterhouses have allowed slaughterseveral large slaughterhouses have allowed slaughter
without stunning…’.without stunning…’.
• My interview with a slaughterhouse worker.My interview with a slaughterhouse worker.
• Spoke of the likelihood of ‘introducing humane slaughterSpoke of the likelihood of ‘introducing humane slaughter
methods based on stunning into Indonesian abattoirs’.methods based on stunning into Indonesian abattoirs’.
• ‘‘Hundreds of millions of animals on our own doorstepHundreds of millions of animals on our own doorstep
live lives of misery and deprivation…live lives of misery and deprivation…on factory farmson factory farms’.’.
• IntensiveIntensive confinement of battery hens, hens raised forconfinement of battery hens, hens raised for
their flesh and pigs raised in sow crates.their flesh and pigs raised in sow crates.
11. Many Voices, Limited FramingMany Voices, Limited Framing
Journalists, politicians, animalJournalists, politicians, animal
advocates, animal farming industryadvocates, animal farming industry
representatives and veterinarians.representatives and veterinarians.
Animal advocates: RSPCA…Animal advocates: RSPCA…
Animal
Welfare
Animal
Rights
14. Alternative Views in theAlternative Views in the
MovementMovement
Animal Rights Advocates.Animal Rights Advocates.
Animal Liberation Victoria:Animal Liberation Victoria:
• ‘‘Believing that humane killing exists in any abattoir isBelieving that humane killing exists in any abattoir is
effectively turning our backs on an unjust reality in order toeffectively turning our backs on an unjust reality in order to
preserve a way of life we have been conditioned to see aspreserve a way of life we have been conditioned to see as
acceptable’.acceptable’.
• Encouraged ‘all Australians to question the practice of killingEncouraged ‘all Australians to question the practice of killing
animals for industry and personal greed. Not just how, butanimals for industry and personal greed. Not just how, but
why?’why?’
The Vegan Society of New South Wales:The Vegan Society of New South Wales:
• Exporting chilled meat from Australia to Indonesia ‘does not goExporting chilled meat from Australia to Indonesia ‘does not go
nearly far enough’ and that for anyone concerned with thenearly far enough’ and that for anyone concerned with the
plight of other animals, the solution is to ‘just stop eating orplight of other animals, the solution is to ‘just stop eating or
using them and call for others to do the same’.using them and call for others to do the same’.
15. Final ThoughtsFinal Thoughts
Internet = the creation of new, alternative spacesInternet = the creation of new, alternative spaces
for a variety of communities and interests thatfor a variety of communities and interests that
are not well catered for or represented inare not well catered for or represented in
traditional media forms (Goggin).traditional media forms (Goggin).
Media hegemony still important.Media hegemony still important.
Not limited to this example.Not limited to this example.
Beneficial to dominant interests.Beneficial to dominant interests.
www.ProgressivePodcastAustralia.comwww.ProgressivePodcastAustralia.com
• Episode 32.Episode 32.
