Vegan Moon – Food, Control and Masculinity

By Stevie LynneBook cover: White heterosexual in the nude embracing.

I read Vegan Moon so you don’t have to.

Trigger Warning: Abuse, racism, and sexual assault.Not Safe for Work: Contains graphic descriptions of non-consensual sexual encounters.

Note: If you’ve come to this post expecting romance fiction bashing, you’ve come to the wrong place. Romance fiction is important. Yup, that’s right: romance fiction is important. In arts and academic circles it’s a struggle to get this popular genre to be seen as anything other than some kind of fleeting triviality. Probably because it’s a genre dominated by women and prioritises women’s pleasure (both physical and emotional) and as we know, those things are “trivial”. This is not a space to dismiss the romance genre.

I was curious to pick up the novella Vegan Moon as it has a vegan werewolf as the hero. But it didn’t take me long to realise that this wasn’t the fun, sizzling, romantic romp I’d been promised…

Vegan Moon is a cis-het paranormal romance novella by American author Kerri Nelson. The central themes are masculinity, flesh-consumption, control and animality. The story follows the perspectives of Santiago Salazar, a Venezuelan dog trainer and werewolf, and professional chef Gabrielle (Gabbi) Connor as they experience instant steamy attraction to one another. Santiago’s plant based diet (there is no mention of veganism as an ethical system) is a source of conflict for the characters, along with the fact that Santiago is a werewolf.

The Hero and Heroine

Santiago is a werewolf who is struggling to control his urges for killing humans and part of his mechanism for control is his vegetarianism/veganism. Other examples of this trope are Munroe from Grimm as well as plenty of vegetarian vampires.

Santiago is described as a “a tall, dark mystery man… with pure lust in his eyes,” and as “[t]he tall, dark creature”.

The heroine of the story is Gabbi. She is described as “petite” and “blonde”, and although it is unsaid, she is probably white. She has a successful career as a celebrity chef, but finds her personal life a little lacking.

I won’t pretend to be an expert in race, but I think it is worth pointing out that constructing Santiago as “dark” and Venezuelan and as part animal in addition to making Gabbi as a pretty, petite, white woman, who spends a good chunk of the narrative afraid of Santiago, is problematic.

Veganism and Self Control

The novella’s thesis is outlined in chapter one. The hero, Santiago, as a werewolf has killed and eaten humans in the past. However, ten years ago, Santiago killed a drug dealer whom he says “deserved” it. But Santiago had a bad experience:

[ . . . ] the man’s blood was so full of chemicals that it had made Santiago sick for days. After that, he’d decided to turn over a new leaf…He’d become a practicing vegan with a new lease on life… Of course, since wolves were carnivores by nature, Santiago still had cravings that required serious impulse control management.

We learn a number of things about the premise:

  1. Santiago’s choice to go vegan has nothing to do with non human animals or systemic injustice
  2. Santiago’s choice is based on personal cleanliness
  3. It is against Santiago’s nature to not eat meat, therefore abstaining from it is a difficult exercise, showing him to be a strong-willed character.

The author has a foreword in which she explains her own desire and failure to go vegetarian (in the text, she uses vegetarian and vegan interchangeably):

I’ve always believed that I could be a vegetarian as I’m addicted to the crisp, delicious selection of produce that calls to me at the grocery story [sic]. However, there’s apart [sic] of me that still craves the juicy taste of a well-prepared hamburger… I’ll never truly be a vegetarian despite my best efforts.

Nelson then goes onto say that she wrote this novella while she was pregnant and explains how much food cravings, especially for the flesh of non human animals, took away her control when it came to food choices. (Now, I don’t know what the food availability options are where Nelson lives, I can only go from what she says in the foreword. It may be the case that she lives in an area where a wide variety of plant based foods are not available all the time.)

Nelson has provided us with a tool to help readers construct one possible reading of her novella: Santiago can be read, in part, as an exploration of Nelson’s own desires and struggles to go vegetarian. What both author and character have in common is that non human animals are missing from their reasons. Nelson in her foreword constructs vegetarianism as an addiction to produce and the ability to conquer cravings. For her character Santiago, it’s all about overcoming and controlling his craving for human flesh.

It’s worth noting that the hero’s perspective in cis-het romance novels is never just a masculine perspective. There is a complicated interplay between author, cis-het hero, and reader. Not to mention how socially indoctrinated ideas about masculinity, identity and action inform the construction of the hero in cis-het romances.

Food and Arousal

After the our two main characters hit it off on a coffee date, Gabbi offers to cook Santiago dinner to show off her super fancy professional chef skills. She decides to make… pasta primavera (Note to any pro chefs looking to impress a vegan: that better be one heck of a pasta primavera).

Gabbi’s cooking puts Santiago close to losing control of his “animal libido” and the sensations he feels remind him of “hunting” and “feasting on meat”:

… all the scents of herbs and spices wafting around them, he could barely keep his animal libido in check.

He’d never known cooking and eating a meal could be this sexually stimulating. Well, he’d felt similar surges when hunting his prey and feasting on meat back in the day.

Food, killing and sexual arousal are all melded into one here, already we can predict the not-so-nice pathway that we’re headed down.

Werewolf and woman

Consent, and Manipulation

Before we talk about the “sex” scene, there’s a bit of information revealed later in the story that is, I think, required to frame the “sex” scene. Santiago says:

Now that we’ve mated, you’ll continue to be drawn to me. You’ll slowly start to lose your mind if you don’t give in to the call. I’m sorry that this happened this way, but I’d like to help you. If you’ll let me.

In theory, Santiago knows prior to “mating” (here meaning a sexual act – presumably penis in vagina because of the way our culture prioritises this type of sex act as being “legitimate”) with Gabbi, that it will cause her harm: she will “lose her mind” if she doesn’t stay with him. In addition, if Gabbi were to find out that Santiago was a werewolf:

Their species code required that they either kill or mate [stay with for life] with any human who discovered their existence.

Essentially after “mating” Gabbi’s only option would be to stay with Santiago. If she finds out he’s a werewolf, her only options are to stay with him for life (made contextually obvious later), or the werewolves will kill her. This prior knowledge of Santiago’s makes all his actions suspicious. If he knows pursuing a romantic relationship with her might lead to “mating”, which will then forcibly make her stay with him (which he doesn’t tell her up front), that’s downright manipulative. Communicating any possible bad outcomes for your potential sex partner to them is something that you should do, full stop.

On one level Santiago’s inability to resist Gabbi, even knowing the harm it will cause her, both actual and potential, is also tied to the theme that animal flesh is irresistible (as seen in the foreword by the author). Neither Nelson nor Santiago seem aware/care about the harm their choices create and frame those choices in terms that remove their agency such as “addiction” and “craving”.

This knowledge, that we only learn after the “sex” scene, makes the violence and abuse in the “sex” scene even more shocking. At one point, Santiago shoves Gabbi. Gabbi protests to being shoved, but  he ignores her protests and continues without her consent: “his hand continued to stroke up the inside of her thigh…”

After he makes her orgasm through manual stimulation, he also does not seek any kind of consent before penetrating her, let alone put a condom on:

She felt dazed and confused in the aftermath of her passionate storm. She felt the cool night air on her ass as her panties were thrust downward, and then she gasped at the feel of his hard cock shoving into her from behind… He was almost too rough in his possession of her tender, swollen pussy, but she was so lost in the moment that she just submitted to the frenzy. As he drove inside her, she heard the wet sound of their carnal connection… She closed her eyes and tried to imagine what they must look like as they mated like animals.

A comparison of who is doing what in this scene shows that Santiago is described with physical actions: he removes her underwear, he penetrates her, he “possesses” her pussy, and he drives inside her. Gabbi is described in a primarily passive ways: she is dazed, confused, feels, gasps, submits, hears and closes her eyes.

Note: I know this is not really sex, it’s assault. Also I know condoms and other safe practices aren’t “trendy” in romance novels, but it still pisses me off when I see it, because c’mon writers, you’re a creative bunch; make safe sex sexy.

Craving and Abuse

As if to emphasise the twin themes of craving and abuse, afterwards Gabbi observes Santiago’s personality change:

She shivered at the now delicate touch. It was in such complete contrast to the rough way that they’d just had sex. This man was an absolute mystery.

The “craving” for flesh has been satisfied. As it often is with domestic abuse: “The abuser’s ‘good side’ can give victims reason to think their partner is capable of being nurturing, kind, and nonviolent.”

After what the author calls “sex”, what can go wrong, does go wrong: Gabbi sees Santiago transform into a wolf. It of course totally freaks her out. As we already know, this means one of two things for Gabbi; either become his mate – i.e. stay with him for life – or the werewolves will kill her. She, however, doesn’t know these are her only options denies his phone calls and refuses to see him, even briefly thinking that he may have drugged her. She holes herself up away from him and spends time in hiding.

The werewolf council (there’s always a bloody council!) find out that Gabbi has seen Santiago transform into a werewolf, therefore steps must be taken to either make her be Santiago’s mate for life or kill her. Santiago seems remorseful about this fact:

He ached for the pain that he’d caused Gabbi, and he didn’t know how he’d go on living day to day as if he’d never met her… never touched her… never possessed her body and made her his own.

But Santiago’s remorse has virtually nothing to do with Gabbi, but himself. This is especially true of the phrase “possessed her body and made her his own”. This verbally echoes Gabbi’s observation that he “possessed” her pussy. She is not an agent, she is a thing to be possessed.

The werewolf council send Santiago’s friend, Tenny, to assess Gabbi’s suitability as a “mate” for Santiago. During this time, Tenny manages to convince Gabbi that she should stop being scared of Santiago and become his mate. We never see how or why she changes her mind. This is highly suspicious and once again shows that Gabbi’s agency is not important.

At the end of the novella Gabbi’s only reservation about everything that has happened is: 

We’ve got to talk about this vegetarian thing.

Nelson’s construction of Santiago as a foil for her own relationship with animal flesh foods manifests as an abusive man who disregards Gabbi as an agent in her own right. Even Nelson’s construction of Gabbi is mostly passive to Santiago’s physical onslaught. The world building choices that Nelson has created makes Santiago into an abusive figure – he knows prior to any kind of sexual activity that Gabbi has to stay with him or else she will “go mad”. It’s difficult to excuse his behaviour in light of this. Thinly, the author suggests that Gabbi is probably his “soul mate”, but this is grossly inadequate.

There are a few things I think are worth highlighting in light of this novella: firstly, that even men who identify as “vegan” can be abusers; secondly, that the author constructs a world and characters where manipulation and abuse are considered okay in the pursuit of desire; and finally that the author believes abstaining from animal products is an act of immense control tying into how the abuse in the novel is symptomatic of the author’s view that cravings for animals’ flesh can’t be helped.

It was disappointing to see abuse and assault in this novella presented as sexy and desirable. It was also disappointing to see veganism misconstrued. It would have been nice for this to be a fun, romantic romp with a non abusive vegan hero, but alas, Vegan Moon did not deliver on that front.

Nazi Cake: As Long as It’s Vegan

Trigger Warning:  Dismissal of racism that may be painful for some readers.

Owner of "Cakes 'n' Treats Vegan Coffeeshop" poses in front of her store

There is an unfortunate tendency in the Nonhuman Animal rights movement to disregard human suffering as long as it is supposedly in the service of veganism.  This approach is extremely illogical for a movement that seeks to end oppression. For one, hoping to end nonhuman oppression by aggravating human oppression is simply hypocritical. We cannot work for peace by engaging violence.  Secondly, as evidenced in the research of Dr. Breeze Harper and Dr. David Nibert, human oppression and nonhuman oppression are heavily entangled. That is, you cannot separate the two and work against one and not the other. It doesn’t work because human and nonhuman oppression support and influence each other. Sadly, I have seen oppressive logic (“Nonhumans first” or “as long as it’s vegan”) engaged by a variety of grassroots groups and non-profits, abolitionist and welfarist alike.

There is a vegan cupcake shop in London that is well known to have ties to neo-Nazism and is under active boycott.  This has been covered by several media sources, including Vice, Libcom.org, and London Antifacists. The store is located in an area that is known to host white-power subcultures. From what I can gather, the woman running the store may not herself be a neo-Nazi, but she has many Facebook friends who are, and she is (or was) dating a man who does socialize with Italian facist gangs.  The woman herself denies the allegations of her affiliations and claims that she is being targeted by a jilted ex or someone with a personal vedetta.  Given the reality of patriarchy and violence against women, I am inclined to believe her. She has been receiving threats and hate mail since the allegations surfaced, and feminists are all too aware that men (and many women) will jump at the chance to demonize, harass, and attack women.  However, the purpose of this essay is not to determine guilt, but rather to highlight some problematic responses from vegans who promote the store, while simultaneously denouncing any critical discussion of the store’s alleged Nazi ties. As long as it’s vegan.

Facebook page, What FAT Vegans Eat, promoted the cake shop, making at least one reader uncomfortable. Shona passed on a screencap of the dialogue before it was deleted by the page:

Please email for transcription

Cakes ‘n’ Treats Vegan Coffeeshop is known to have neo-Nazi ties, is under active boycott, and What Fat Vegans Eat moderators respond to criticisms with appeals to depoliticized veganism. In so many words, Nazi cake is okay as long as it’s vegan.  Judith Barnes responds:

Your comments about the company are the same as someone’s comments about food that comes from any other company who’s practices you don’t agree with.  The rule is if it’s vegan it’s okay. The cake is vegan. That’s all we care about.

Nicki Teager writes:

This page isn’t for ethics, debate or anything else, whether it is merely informing or not. If it’s vegan it’s fine to post here.

Catherine McLaughlin Burt:

Using the group to promote a boycott is hijacking the purpose of the group. And saying that we support nazism if we don’t go along with what is being said is nothing more than bullying.

It is difficult for me to understand how, one, neo-Nazi baking can ever be considered vegan, and, two, why a vegan group would want to divorce itself from ethics.  Veganism is a matter of ethics. Discussing racism (or any other form of human oppression) is not “hijacking.”  When anti-oppression activists speak up against violence, they are often silenced with claims that this is neither the time nor the place.  I have seen similar silencing tactics used on women who have experienced sexism in the movement. Rather than engaging the criticism, the women were simply accused of “trolling” and using the page as a “soapbox.”

These uncritical and passively violent stances reflect the white-normativity of the Nonhuman Animal rights movement. I can’t imagine that these criticisms would be characterized as derailments if the movement was led by persons of color, for instance. The damage that neo-Nazi alliances would cause to vulnerable communities would be self-evident.  White privilege distances white-identified activists from the lived reality of racism, ethnocentrism, and white power facism that really hurts real people.  Many activists are puzzled as to why so few people of color are interested in participating in the movement, but the answer lies in active dismissal of racial oppression that veganism abets.

Prison Rape and the Sexual Politics of Meat

Billboard that reads "The Freshes Meat outside the prison"

The above image was taken on Hennepin Avenue in Minneapolis, Minnesota.  The billboard pictured reads, “The Freshest Meat Outside of a Prison,” and advertises a fusion restaurant called Chino Latino.  The mocking reference to prison rape is both saddening and telling.

Though we often critique patriarchy in relationship to female disempowerment and violence against women, it is also true that the rape culture evidenced in advertisements like that of Chino Latino celebrate male violence in ways that hurt vulnerable men as well.  Rates of rape in the prison system (an institution that targets primarily men) are astronomically high.  Victimization is tied to severe emotional trauma, but also increased exposure to disease given the closed nature of the institution.  Gay men and transgender persons are extremely vulnerable to assault, but all men are at high risk within the hyper-masculinized and violent environment of the prison system.

Prison rape is a feminist issue for several reasons. First, male-on-male rape is a product of patriarchy and normalized male entitlement to vulnerable bodies.  Second, prisoners are, in many ways, feminized bodies. That is, they are disempowered persons who have been stripped of their agency and identity.  They generally fall into the “feminine” category within society’s masculine/feminine dichotomy.  They become deindividualized and are controlled and exploited by a capitalist/patriarchal institution (the privatized prison system is highly lucrative, relying on an inmate work force that is paid in pennies and cannot unionize).  Many are mentally ill when arrested or become mentally ill from the incarceration experience.  Imprisoned persons are often forcibly medicated.  Imprisoned persons are also forced to wear demeaning uniforms meant to deindividualize or humiliate them. Many are kept in solitary confinement to prevent meaningful and healthy social interactions or relationships.

Pink Uniforms Jail

Third, the prison system is notoriously racist and classist, meaning that poor persons and persons of color are disproportionately targeted for imprisonment.  Beginning in the 1970s, this trend increased significantly after the end of legalized slavery and the share-cropping system.  Previous economic forms of enslavement were simply replaced with the for-profit prison system.

Finally, of course, female prisoners experience high levels of rape as well, particularly from male prison staff.  Too often, the experiences of imprisoned persons are written off because these persons are presumed to “get what they deserve.”  This ideology, however, ignores the role of systemic oppression, gross violations of human rights, and the intentional targeting of vulnerable groups.

The Chino Latino advertisement makes light of this horrific system and plays on the rape of vulnerable, deindividualized and feminized bodies to sell the body parts of vulnerable, deindividualized and feminized bodies in the form of “meat.”  Exploiting and consuming the bodies of those who cannot consent is funny . . . and sexy . . .

The sexual politics of Chino Latino food is unmistakable. On their website, you are invited to look at “sexy pictures” and “hot shots” of their food and drinks.  Many of these images display the corpses of Nonhuman Animals in all varieties of dismemberment and display.

Screencap from website that shows a large piece of animal flesh being sliced. Labeled under "Sexy pictures!!" and "Hot shots"The advertisement for their party room (a webpage entitled, “Explore Our Private Parts – It’s Okay to Stare”) proclaims:

We don’t like to brag, but why be coy? For parties and private events, Chino Latino is unusually well-endowed, with five unique spaces.

One suggested use (there was no mention of any female equivalent, such as a bridal shower):

[ . . . ] have us host a bachelor party the groom won’t remember to regret.

In other words, spaces where “meat” is served and consumed are considered male spaces, and the products are framed as feminized and waiting for male penetration.

The consumption of animal bodies is embedded within the patriarchal language and imagery of sexualized entitlement to and domination over feminized bodies, be they imprisoned persons, women, or other animals.  The references to rape and voyeurism denotes the right of persons of privilege to the private and personal spaces of vulnerable persons.  They become objects of resource and enjoyment; their individual agency is obscured and ignored.

The institutionalized and epidemic levels of violence, rape, and death imposed on imprisoned persons (primarily poor persons and persons of color charged with drug offenses), women, and Nonhuman Animals is neither funny nor sexy.  That a billboard like this could be posted at all indicates how ingrained rape culture and patriarchal values have become.  The presence of these messages demonstrates how the public space is, by default, the male space, maintaining a rigid gender/class/race/species stratification system.

 

References to the sexual politics of meat in this essay are based on the work of Carol Adams, author of The Sexual Politics of Meat, The Pornography of Meat, and other vegan feminist titles.

 

Party with the Meat Stick: The Sexual Politics of Slim Jim

Slim Jim, an American brand of cheap, convenience store animal-based jerky has launched a new ad campaign, “Party with the Meat Stick.”  A series of three commercials, all place “meat” within the realm of masculinity by feminizing their competitors.  This is done in some cases to degrade the competition.  In other cases, Slim Jim jerky is positioned with women to make their jerky appear more sexy, attractive, and consumable.

Image from Slim Jim website that shows 2 white women's bodies in tiny shorts and tops with midriffs exposed. They are touching each other with the beef jerky sticks.

The first ad features two women’s bodies (their heads are cut off, because this is, much like the jerky, about the consumption of fragmented body parts).  The Slim Jim women touch each other sexually with the “meat sticks” (an obvious phallic referent).  The competitor’s jerky, however, is held by two fat men who rub and poke each other’s protruding bellies with the sticks.  The commercial pulls on homosexuality (and fat-phobia) and makes it “disgusting” in order to feminize their competitor in the negative sense.

In the second commercial, a display box of Slim Jim gets progressively more masculine (first donning men’s sunglasses, then a mustache and an athletic medal, and finally a captain’s hat).  The “impostor” jerky (or, what they call “impostor meat sticks”), however, gets progressively more feminized.  First, the display box dons a baby’s bonnet and diaper, then a possum appears next to the box. In the case of Slim Jim, many masculine referents are used; in the case of the competitor, femininity referents are used (infants and Nonhuman Animals are both feminized bodies).  Note that feminist theory considers any  group that is marked with powerlessness, vulnerability, and low social status and is also oppressed, dominated, and consumed within a patriarchal society a feminized group.

Man dancing behind Slim Jim display surrounded by several dancing women.

Older woman in a pink cat sweater holding two cats next to "impostor" jerky

In the final commercial, the Slim Jim jerky attracts a partying man with several young women dancing behind him.  The “impostor meat sticks” attract an older woman wearing a cat sweater who holds two cats.  With “real” meat, men can expect a sexy good time with lots of available women at their disposal.  With “fake” meat, we should expect non-sexy, worthless women who are of no use to men because they are no longer viewed as sexual resources.  The cats are additional markers of “negative” femininity, as, again, Nonhuman Animals can be considered feminized bodies.

In all cases, “impostor meat sticks” are feminized using references to women, children, homosexuals, older persons, fat persons, and other animals.  “Real meat’ is masculine, or rather “real men” eat meat, and “real men” are defined by what they are not:  feminine. They are in control, they dominate, and their power and social status comes from the denigration and consumption of vulnerable bodies. In the case of the Nonhuman Animals, cows, pigs, and other animals are tortured, killed, ground up, spiced, and squeezed into plastic tubes.  Their bodies are literally being consumed to maintain male privilege.  “Meat” becomes a signifier of masculinity.  The consumption of animal bodies becomes a way of “doing” male gender.  It is a performance of domination enacted through the consumption and the active maligning and mocking of the non-masculine.  Men are encouraged to “party with the meat stick,” meaning, they are invited to celebrate and enjoy the privilege of masculinity using feminized bodies.  Their privileged status is demonstrated by reinforcing the disadvantaged status of others.

 

This blog is based on the theory of Carol Adams. Learn more about the sexual politics of meat by visiting her website.


Corey Lee WrennDr. Wrenn is Lecturer of Sociology. She received her Ph.D. in Sociology with Colorado State University in 2016. She received her M.S. in Sociology in 2008 and her B.A. in Political Science in 2005, both from Virginia Tech. She was awarded Exemplary Diversity Scholar, 2016 by the University of Michigan’s National Center for Institutional Diversity. She served as council member with the American Sociological Association’s Animals & Society section (2013-2016) and was elected Chair in 2018. She serves as Book Review Editor to Society & Animals and has contributed to the Human-Animal Studies Images and Cinema blogs for the Animals and Society Institute. She has been published in several peer-reviewed academic journals including the Journal of Gender Studies, Feminist Media Studies, Disability & Society, Food, Culture & Society, and Society & Animals. In July 2013, she founded the Vegan Feminist Network, an academic-activist project engaging intersectional social justice praxis. She is the author of A Rational Approach to Animal Rights: Extensions in Abolitionist Theory (Palgrave MacMillan 2016).

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The Sexual Politics of Vegan Food

Cover for "Crazy Sexy Diet"

Carol Adams has written extensively on the sexual politics of meat, arguing that women and other animals are both sexualized and commodified to facilitate their consumption (both figuratively and literally) by those in power. One result has been the feminization of veganism and vegetarianism.  This has the effect of delegitimizing, devaluing, and defanging veganism as a social movement.

But I argue that this process works within the vegan movement as well, with an open embracing of veganism as inherently feminized and sexualized.  This works to undermine a movement (that is comprised mostly of women) and repackage it for a patriarchal society.  Instead of strong, political collective of women, we have yet another demographic of sexually available individual women who exist for male consumption.

Take a browse through vegan cookbooks on Amazon, and the theme of “sexy veganism” that emerges is unmistakable.

Cover for "Ms. Cupcake:  The Naughtiest Vegan Cakes in Town!" Pictures a piece of cake with a tiny woman in a bikini sitting on top

Ms. Cupcake: The Naughtiest Vegan Cakes in Town!

Cover for "Skinny Bitch: Ultimate Everyday Cookbook" Shows author posing with food dishes

Cover for "Skinny Bitch in Love:  A Novel"

Oftentimes, veganism is presented as a means of achieving idealized body types.  These books are mostly geared to a female audience, as society values women primarily as sexual resources for men and women have internalized these gender norms.  Many of these books bank on the power of thin privilege, sizism, and stereotypes about female competition for male attention to shame women into purchasing.

Cover for "Become a Sexy Vegan Beast:  The Guide to Vegan Bodybuilding, Vegan Nutrition, and Body Fat Loss" Shows woman in a sports bra and shorts with hands on her hips looking behind her

Cover for "Skinny Bitch Fitness:  Boot Camp"

Cover for "Eat Yourselve Sexy", Shows a topless woman with her arms up and behind her head, looking seductively at the camera

Eat Yourself Sexy

Cover for "Appetite for Reduction" A vegan weight loss book. Shows an illustrated woman in vintage style

To reach a male audience, authors have to draw on a notion of “authentic masculinity” to make a highly feminized concept palatable to a patriarchal society where all that is feminine is scorned.  Some have referred to this trend as “heganism.”  The idea is to protect male superiority by unnecessarily gendering veganism into veganism for girls and veganism for boys.  For the boys, we have to appeal to “real” manhood.

Thankfully Meat Is For Pussies (A How-to Guide for Dudes Who Want to Get Fit, Kick Ass and Take Names) appears to be out of print.

Cover for "Skinny Bastard:  A Kick-in-the-Ass for Real Men Who Want to Stop Being Fat and Start Getting Buff"

Skinny Bastard: A Kick-in-the-Ass for Real Men Who Want to Stop Being Fat and Start Getting Buff

Cover for "Eating Veggies Like a Man"

Cover for "Real Men Eat Tofu"

Then there is the popular tactic of turning women into consumable objects in the exact same way that meat industries do.  Animal rights groups recruit “lettuce ladies” or “cabbage chicks” dressed as vegetables to interact with the public.  PETA routinely has nude women pose in and among vegetables to convey the idea that women are sexy food.  Vegan pinup sites and strip joints also feed into this notion.  Essentially, it is the co-optation and erosion of a women’s movement.  Instead of empowering women on behalf of animals, these approaches disempower women on behalf of men.

Image shows two white, tan women back to back wearing lettuce bikinis and opening their mouths wide to insert veggie dogs. Woman facing camera is wearing a Playboy necklace.

Alyssa Milano dressed in vegetables. Reads: "Let Vegetarianism Grow on You."


Corey Lee WrennDr. Wrenn is Lecturer of Sociology. She received her Ph.D. in Sociology with Colorado State University in 2016. She received her M.S. in Sociology in 2008 and her B.A. in Political Science in 2005, both from Virginia Tech. She was awarded Exemplary Diversity Scholar, 2016 by the University of Michigan’s National Center for Institutional Diversity. She served as council member with the American Sociological Association’s Animals & Society section (2013-2016) and was elected Chair in 2018. She serves as Book Review Editor to Society & Animals and has contributed to the Human-Animal Studies Images and Cinema blogs for the Animals and Society Institute. She has been published in several peer-reviewed academic journals including the Journal of Gender Studies, Feminist Media Studies, Disability & Society, Food, Culture & Society, and Society & Animals. In July 2013, she founded the Vegan Feminist Network, an academic-activist project engaging intersectional social justice praxis. She is the author of A Rational Approach to Animal Rights: Extensions in Abolitionist Theory (Palgrave MacMillan 2016).

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Are You Bringing Racist Cookies to Your Vegan Thanksgiving?

Content Warning: Racism and white-washing of indigenous genocide.

Three toilet paper tubes, one dressed as a native american, two as pilgrims. NA character speaks in broken english: "Medicine man say I must eat no gluten." Pilgram says "My husband has the same problem." Caption: "Small Talk in Early America"

Alright folks, let’s play “Cowboys & Indians.”  Guess who loses again?

In 2013, Liz Lovely (a Vermont-based vegan cookie business) posted the above Thanksgiving meme in their fan club newsletter, and met with a number of well-earned criticisms.

The cartoon depicts a Native American character in cliché garb (headbands are a white Hollywood invention) who speaks with broken English.  The broken English stereotype is meant to emphasize Native American ignorance and white “settler” superiority, while the “Medicine Man” trope also used here draws on the problematic stereotype of the  “mystical Indian.”

Another issue raised in this cartoon is the white-washing of institutionalized violence inflicted on indigenous populations with the arrival of European colonizers. These intruders arrived uninvited, attempted to colonize regions already inhabited by indigenous communities, and almost all of them died from cold, illness, and hunger in this failed attempt at conquest. Local tribes assisted survivors, only for more European boats to arrive with more white people who would soon pass on their deadly diseases, exploit the land, and declare war on the native population. This history is made invisible in the smiling faces of the toilet roll caricatures.

In a nutshell, Liz Lovely, a white-owned company, is exploiting a stereotype of a heavily oppressed indigenous population to sell expensive white people cookies to other white people.

Liz Lovely Owners

So, they boobooed.  It happens. But instead of making it right with a sincere apology and retraction, they made it worse. Way worse.

Following complaints, the cartoon was deleted and Liz Lovely followed up with a mean-spirited not-pology to clear the air (emphasis added):

Message from Cowboy Dan:

First, let me apologize for unintentionally offending Native Americans (and somehow also people who are not Native American, but are extremely sensitive). I am not a racist, I am not ignorant of the plight of Native Americans, and I was not seeking to degrade their heritage.

I knowingly played on a well-established media stereotype to make a silly joke about the first Thanksgiving, assuming the construction paper cutouts would tip people off that it was meant to be ridiculous ~ like an SNL skit for example.

This is not the first content-complaint I’ve received on the fan club. Although, this may be the most well-founded. And while Liz and I like our sense of humor, we understand that it’s not for everyone.

So moving forward, the fan club will be simpler [ . . . ]

Thank you so much for being fans and supporters.

Liz Lovely is sorry that the reader took offense.  So, it is not really sorry at all.  It’s the reader’s fault for being offended, not Liz Lovely’s for offending you. See, “Cowboy Dan” “gets” the issues, and his post was so obviously “ridiculous,” it doesn’t count as racism. After all, these racist stereotypes are “well-established,” so what’s the harm? Cowboy Dan does not identify as a racist, so that means he can’t be racist.

But simply declaring yourself not racist does not actually make you not racist . . . it’s your actions that define you.

By signing off with a thanks to fans and supporters, Cowboy Dan insinuates that his intended or perceived audience is a white one. Liz Lovely makes it clear that the message is really intended for those who are either 1) not Native American, or, 2) persons of color who respect white supremacy; those who are not “extremely sensitive” and can “take a joke.”

The content of the comments on Liz Lovely’s Facebook page that followed the announcement attest to the boundary work of this white space. For instance, one theme was the elevation of cookies over injustice:

Love your humor….but really LOVE THOSE COOKIES!!!

Can’t we all just get along for the sake of DELICIOUS COOKIES!!

Another theme was the dismissal of racism:

People need to stop being so damn sensitive. Bunch of stupid, ugly, butt hurt losers.

I didn’t see it, but am aware that in general society has become far too sensitive. You make a fantastic product, I find you guys to be pretty funny. You can’t please everyone.

Unsubscribe if you’re that easily offended so the rest of us don’t have to walk on egg shells around you!

Seriously, people … if you’re that easily offended, how do you survive in this world? Get over yourselves. It’s a joke. So you didn’t find it funny. Have a cookie and move on.

Those who mind don’t matter and those who matter don’t mind. If we’re looking for a reason to be offended, we’ll always find one. Words to live by from two of my favorite people, Dr. Seuss and Wayne Dyer. BTW, I love your cookies!!

People are WAY TOO SENSITIVE and need to calm down! Being “politically correct” has gone over the top.

And “reverse racism”:

Why is no one offended about the pilgrims?

Because pilgrims are white, and everyone knows any sort of racist tones don’t apply to white people.

Finally, don’t like it? Go elsewhere:

Wow now people are analyzing the sincerity of an apology for a humorous and post that was deleted? Like that was really the most bothersome thing you saw online today – Grow up! If it bothered you that much unlike the page and spend your $ elsewhere.

…which is exactly what countless oppressed persons of color who are regularly made to feel unwelcome in vegan spaces frequently do.

It should be no wonder as to why veganism is viewed as pretentious, elitist, and frivolous when racism is openly supported and people of color are harassed, marginalized, or erased entirely.

 

Note:  The Food Empowerment Project does not recommend Liz Lovely Cookies because it does not source its chocolate ethically.  Much of the world’s chocolate comes from child slavery.


Corey Lee WrennDr. Wrenn is Lecturer of Sociology. She received her Ph.D. in Sociology with Colorado State University in 2016. She received her M.S. in Sociology in 2008 and her B.A. in Political Science in 2005, both from Virginia Tech. She was awarded Exemplary Diversity Scholar, 2016 by the University of Michigan’s National Center for Institutional Diversity. She served as council member with the American Sociological Association’s Animals & Society section (2013-2016) and was elected Chair in 2018. She serves as Book Review Editor to Society & Animals and has contributed to the Human-Animal Studies Images and Cinema blogs for the Animals and Society Institute. She has been published in several peer-reviewed academic journals including the Journal of Gender Studies, Feminist Media Studies, Disability & Society, Food, Culture & Society, and Society & Animals. In July 2013, she founded the Vegan Feminist Network, an academic-activist project engaging intersectional social justice praxis. She is the author of A Rational Approach to Animal Rights: Extensions in Abolitionist Theory (Palgrave MacMillan 2016).

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