Text Assignment 3
PETA is definitely a conscious-raising group that aims to change society’s views on the treatment of animals. They have a mass following of some 1,100,000 members. The core organization itself consists of roughly 200 paid employees. This difference in the number of core group members versus the total volunteer army reveals differences in the emotions that drive this movement. PETA is dedicated in supporting a very wide spectrum of efforts from grass root efforts by all age groups in promoting a vegetarian way of life, and taking on the biggest corporations in the world in defending what they believe are rights of animals. Numerous tactics are employed, and a wide variety of emotions come into play, in addressing such a wide breath of activities and cultures for that matter.
The PETA movement is very well represented and organized on the internet. There are many web sites directly supported by PETA in their recruitment effort. For every age segment, such as children and youth age groups, there exists a dedicated website. In looking at these recruitment tools there are no punches pulled in terms of what the movement stands for, but the message is presented in a very positive light. The emotions that come into play in looking at the material offering are such emotions as love, respect, compassion and enthusiasm. Viewers of these websites are encouraged to become involved. Many ideas are provided for how to get involved. For example, in addressing kids, suggestions such as fundraising to help the local animal shelter are encouraged. These sites offer all of the modern internet ways to interact amongst members such as Facebook and Myspace. These serve as very good networking resources to share experiences and ideas. In addition, these websites present information on popular entertainment figures, games, and free merchandise giveaways. As you can see, the purpose here is involvement in a fun yet interacting way.
PETA’s main mission is concentrated in four areas where they feel that they can most impact in helping the maximum number of animals. These four areas are factory farms, laboratories, the fur industry and entertainment. In the core group of PETA addressing these areas, numerous additional emotions come into play such as anger, sadness, determination, and hope. In dealing with the cruelty to animals that occur in these segments, this is where the true battles are fought. No matter what approach they take there is always a high degree of controversy. For all of the perceived good work of PETA, by the general public you will readily find criticism towards their actions – many times by prominent public figures such as leaders of industry and senators. As is mentioned in the opinion assignment article, PETA makes no bones about the fact of employing radical tactics. They have been accused of providing funds to organizations such as the Animal Liberation Front, which is listed on the FBI’s terrorist groups list. PETA’s president Ingrid Newkirk “makes no apology for PETA’s support of activists who may break the law, writing that “no movement for social change has ever succeeded without ‘the militarism component’.” One can get an additional sense of the tension in the trenches by quoting Newkirk again on the subject of confrontation tactics – “Not until black demonstrators resorted to violence did the national government work seriously for civil rights legislation … In 1850 white abolitionists, having given up on peaceful means, began to encourage and engage in actions that disrupted plantation operations and liberated slaves. Was that all wrong?” It should be clarified that while their position on certain confrontational tactics are what they are, they are not known for employing these tactics themselves. However, as previously mentioned, they sometimes associate themselves with groups that do.
In my opinion, the face of the organization that is put forth to the public does not differ from that presented to members or potential recruits. However, as discussed above, there is a difference between their wide encompassing recruiting face and the face of the core group that does the trench work. As a result, many emotions and tactics come into play.
http://en.wikipedia.org/wiki/People_for_the_Ethical_Treatment_of_Animals
