Final Blog
PETA is by far the main player in the movement against animal cruelty. For those significantly familiar with PETA they will be aware of the controversy that tends to follows them. While they have a huge following they also have their share of critics. However, there is no denying that PETA is a very effective organization which has been very successful in advancing the humane treatment of animals and there are numerous fundamental reasons for their success.
In terms of structure, PETA is quite the opposite of the SDS organization described by Gitlin. PETA has a very wide structural base which has made it possible to support a very large following. In additional to their home base in Virginia they have a large number of satellite offices not only throughout the U.S. but around the world. While their paid staff numbers some 200, they claim a membership following in the order of 100,000 members. So while they are international in scope, they are also very much in tune to regional animal cruelty activity. Their highly energized following gives their activist teams the ability to quickly pounce on local animal cruelty occurrences of interest.
As in the successful campaigns of the Civil Rights movement and the anti-Vietnam War movement, effective leadership is of utmost importance. Leaders set the energy, tone, and the direction of the movement. The media will seek the leaders out and they must have the ability to represent the whole of their following and to communicate their cause consistently and effectively. This is another area where PETA is very strong. First of all, they have an iconic figure in Ingrid Newkirk as their leader. In addition, they are organized such that each of the various components of their organization has a very effective spokesperson to comment on their intentions and to defend their actions.
As stated in the readings, a fundamental problem with many movements or organizations has to do with ineffective focus. The general problem is that the goals outlined are unrealistic. Unattainable goals are a huge drag on the organization which typically leads to internal group chaos and diminishing membership. Visit one of the many PETA websites. Their mission statement and where they will focus their resources will be clearly stated. PETA’s main mission is concentrated in four areas where they feel that they can have the most impact in helping the maximum number of animals. These four areas are factory farms, laboratories, the fur industry, and entertainment.
Another important subject dealing with the effectiveness of a movement, that was one of the main topics in this class, has to do with tactics. What tactical approaches are appropriate was a question that was considered. After reviewing many blogs, it seems to me that the general consensus amongst class members was that a peaceful initial approach is important to establish credibility, but that radical approaches can be effective and many times are called for. Well, this is an area where PETA is very creative. They are convinced that “outrageous” tactics are very effective because they get the attention desired. Their tactics cover a very wide spectrum from writing letters expressing concern for certain practices to photographic surveillance to infiltrating companies suspected of wrongdoing and video taping their operations. They have been very successful in gathering information from such tactical approaches and making a case in court on behalf of the humane treatment of animals. They are very familiar with the Animal Welfare Act and with insisting that the USDA uphold the law. A significant portion of PETA’s success is based on their tactical abilities to get results.
The ability to appropriately frame your cause is another important component of protest. For highly visible movements, such as defending animals against cruelty, the goal is to get the general public to side with your cause. To this end PETA is very effective at educating the public. They do a very good job of keeping their protest in the news. They have an awesome web presence which makes use of all of the modern internet facilities from web pages to blogs to videos on YouTube. Plus as most people who know anything about PETA, they are very willing to provide you with the information on how to become a vegan. Their priority to educate the public to their cause is definitely one of their strongpoint.
PETA has been running in high gear for some 20 years now. A very valid question is, how do they do it? I believe that their long term success is rooted in their collective energy. This energy comes from being passionate for the cause and being aggressive in their protest approach. You can sum it up by saying that PETA has established the ability to maintain the “right attitude”.
In conclusion PETA has been very successful in furthering the cause for humane treatment of animals because, as an organization, they are built for success. Some of the most significant reasons for their success have been discussed. In my opinion the effectiveness of PETA’s efforts has made for a better humane society.
