Don't+Lose+Your+Lunch

=Don't Lose Your Lunch: A look at the impact of the meat industry= ==

**Cultural Artefact**
The cultural artifact I have chosen is a poster published by the People for the Ethical Treatment of Animals (PETA) group. This is a group devoted to ethical treatment of animals and as such is against the current farming and fur industries. This group argues the negative impacts of eating meat and promote vegetarian or vegan living. The poster contains a picture of a blood splattered paper lunch bag with the words “If you knew how meat was made, you’d lose your lunch”. The poster encourages the viewer to rethink how the animals that are used to make your lunch are treated and adopt a vegan or vegetarian diet.

**Public Health Issue**
Diet is one of the easiest health determinates to modify. What we eat has a direct link to our health. Not only is what we eat directly linked to our health but also the health of our environment. Current farming practices take a significant toll on the environment. The methods used are inefficient and come at great cost to the health and biodiversity of the environment. This unsustainable practice is not only effecting the health of human and animals but also the planet. Serious policies should be put in place to negate the adverse effects of farming meat and work towards creating a healthier planet. Ethical issue

**Literature Review**
The meat industry has a large environmental and health effects, and is an inefficient way to manufacture food. The beef industry is notoriously inefficient requiring 7kg of grain to raise 1 kg of meat. The large amount of grain required to feed these animals is often raised in monoculture fields. These are fields that only grow one type of crop and directly lead to an increase in pesticide resistance and water pollution via fertiliser. It has been estimated that the grain used in the US cattle industry could feed 8 billion people. Not only this but the US grass fed cattle industry provides sufficient meat to provide all Americans with their recommended daily intake of protein( Capper, 2011 ).

The meat industry is unsustainable in its current form. The industry relies heavily on the use of fossil fuels to maintain output. The average American farm uses 3kcal or energy from fossil fuels to create 1kcal of energy from meat. This number increases to 35:1 in the case of feed lot cattle and does not include the energy used in the transportation of animals. In 1998 the world used over 137 million tons of chemical fertilizers. Of this amount only approximately one third to one half of the fertilizer is absorbed. The remainder usually ends up “running off” into nearby waterways and has a destructive effect on marine ecosystems causing algae bloom and fish die offs. The fertilizers can also stay in the soil causing a decrease in biodiversity of plant species and has been shown to make ecosystems more susceptible to drought. Use of agricultural insecticides leads to a decline in beneficial bird and insect species as the pesticides disrupt the crucial predator prey balance( Horrigan L., 2002 ).

Raising animals for meat requires a large amount of space. Animals are routinely kept in areas that are too small and often make the animals sick. In an effort to stop animals getting ill and promote growth, they are routinely given prophylactic antibiotics in their food and drinking water. Scientists now believe this is to blame for the increase in antibiotic resistance( Horrigan L., 2002 ). This should be of great concern to public health officials as new antibiotics may not always be available.

( Tuomisto & Teixeira de Mattos, 2011 )

An animal based diet has also been criticized as it contains high amounts of saturated fats. There are numerous links between a diet high in saturated fats and many chronic diseases and obesity. This has been shown most convincingly in the Chinese population. Traditionally this group has eaten a low meat diet but the industrialization of China has seen an increase of meat in the diet of its urban residents. This dietary shift has seen a major increase in chronic disease, and the leading causes of death amongst Chinese to become cerebrovascular disease and ischemic heart disease. This increase in chronic diseases amongst those countries with a westernized diet has been linked to overnutrition. Excessive consumption of saturated fats, animal proteins and refined carbohydrates has seen a marked increase in the rates of chronic disease amongst that population( Wyness et al., 2011 ).

Another large consideration that should be taken into account in the meat industry is the treatment of the animals. Current practices have attracted attention from animal rights groups as these groups believe the animals are being treated poorly. Peter Singer is a vocal Australian critic of the meat industry. Singer believes that the practice of industrial farming is equivalent to torture. He also believes that there is an argument for becoming an ethical omnivore, a person who chooses to eat meat raised in an ethical way. Signer argues that meat can be raised in a way that ensures the animal lives a fulfilling life and does not harm the environment. The health of both humans and animals would benefit from a change to more sustainable farming practices (Singer 1990). A sustainable system would involve a more direct link between farmer and consumer such as an increase in farmers markets. A switch to more animal friendly and sustainable methods of farming would provide better health for people and fairer treatment for animals.

**Cultural and Social Analysis**
There is a large social influence around eating meat. If we are to do what is best for the environment and human health there should be a change in emphasis from a technological solution to the problem to a cultural and social solution. In previous years meat has been considered a luxury food, but with the industrialisation of agriculture it has become a much more affordable food. The Mcdonalisation of the meat industry has seen a massive increase in the amount of meat that can be produced quickly for the least cost. This has seen a massive change in farming practices, which has little emphasis on the wellness of animals. Modern society chooses to pay little attention to the torturous conditions in which animals used in the meat industry are kept. This reflects the growing attitude in society that does not care where their food comes from as long as it is fast and tastes good. A recent study looked into attitudes surrounding meat in the Netherlands. This study found that meat was seen as a sign of strength, masculinity and indulgence and has a strong image of being healthy and nutritional. While the majority of people are against the idea of treating animals cruelly they would still prefer to eat meat than to go without. The study goes on to argue that society must change on a cultural level to accept a low meat or no meat diet. This can be achieved by creating a larger market for plant based meat replacements. This offers a similar taste and look as the food they mimic but has the added advantage of being sustainable and ethical ( de Bakker & Dagevos, 2012 ). It is hoped that this will allow the consumer to satisfy their need for meat and reduce the impacts of farming animals.

Diet heavily effects health and the meat industry has been shown to not only harm human and animal health but the health of the environment. This issue will only continue to grow as industrialisation spreads and the demand for meat, food and water rise. Increased wealth in many developing countries is also creating an appetite for meat. Public health experts should understand the consequences of eating a meat based diet both in terms of human health and environmentally to ensure a sustainable future for the planet.

**Analysis of the Artefact**
This poster represents a stereotypical white paper bag used to carry lunch. The bag is splattered with blood to represent the blood of the animals that have been used to make the lunch inside. The bag also displays the message “If you knew how meat was made, you’d lose your lunch”. The text infers that if people knew where their lunch came from they would be physically sick without resorting to disturbing imagery. It is also a play on words that encourages the viewer to “lose” their traditional lunch in favour of a vegan or vegetarian option. This poster effectively asks the consumer to think about where the meat in their lunch comes from and discourages them from eating meat. This poster does not rely on shock imagery or gore to express its point, rather allowing the consumer to think about what the image means. The poster also uses imagery similar to the popular television show about serial killers, Dexter. This further reinforces their message that meat is murder while not saying it directly. I think this poster effectively communicates the message of PETA without resorting to the gore or shock tactics that this organisation is known for.

**Reflection**
https://healthcultureandsociety2013.wikispaces.com/%27The+war+on+drugs+is+a+war+on+us%27

https://healthcultureandsociety2013.wikispaces.com/%27Red+Dust%2C+Forget+Us!%27+-+Healthcare+Down+Under

**References**
Capper, J. L. (2011). The environmental impact of beef production in the United States: 1977 compared with 2007. //Journal of Animal Science, 89//(12), 4249-4261. doi: 10.2527/jas.2010-3784 de Bakker, E., & Dagevos, H. (2012). Reducing Meat Consumption in Today's Consumer Society: Questioning the Citizen-Consumer Gap. //Journal of Agricultural and Environmental Ethics, 25//(6), 877-894. doi: http://dx.doi.org/10.1007/s10806-011-9345-z Horrigan L., L. R., Walker P. . (2002). How sustainable agriculture can address the environmental and human health harms of industrial agriculture. //Environmental Health Perspect., 110//(5), 445-456. Singer, P. (1990). //Animal liberation //. New York, N.Y: Avon Books. Tuomisto, H. L., & Teixeira de Mattos, M. J. (2011). Environmental Impacts of Cultured Meat Production. //Environmental Science & Technology, 45//(14), 6117-6123. doi: 10.1021/es200130u Wyness, L., Weichselbaum, E., O'Connor, A., Williams, E. B., Benelam, B., Riley, H., & Stanner, S. (2011). Red meat in the diet: an update. //Nutrition Bulletin, 36//(1), 34-77. doi: 10.1111/j.1467-3010.2010.01871.x