People for the Ethical Treatment of Animals - Essay Example

Module Interest Group: People for the Ethical Treatment of Animals Introduction and People for the Ethical Treatmentof Animals (PETA) is a national interest group that lobbies federal and state governments to protect animals from all forms of abuse. Based on membership and support (3 million as of 2014) and influence, it is the largest animal rights group in the world. The group’s main objective is to prevent animal suffering in all contexts. Other secondary aims, which include creating awareness on animal rights and suffering, form part of the organization’s charter (Smith 19). Through relentless lobbying and a constant presence in the media and popular culture, PETA has contributed directly and indirectly to the enactment of more comprehensive legislations concerned with animal rights. It has also played a central role – directly or indirectly – in the amendment of existing animal rights laws to create better, more holistic legislations that suit the animal rights agenda. The organization was formed in 1980 and has always been dedicated to protecting animals from abuse and suffering, especially at the hands of humans. PETA’s slogan is based on the notion that “animals are not ours to eat, wear, experiment on, or use for entertainment” (Singer 41). This message features prominently in the organization’s website, merchandise, and marketing material (Del Mar 26). The group trains members of the public and policymakers on animal abuse and advocates humane treatment of animals. Its headquarters are in Norfolk, Virginia, but it has international divisions to further its cause abroad. The organization believes that just like humans, animals have rights, and their best interests should always be considered, irrespective of their value to humans. Animals also experience pain and suffering and thrive when they are left to lead their lives in the way that fits their nature and environments. All of PETA’s activities are guided by the belief that all human and nonhuman beings have a right to be free from all forms of harm. According to the group’s mission statement, animal cruelty is one of the problems plaguing the world, and that deserves sufficient attention. The organization believes that everybody has a responsibility to prevent and oppose animal abuse at every opportunity (Singer 34). For 35 years, PETA has worked to create a global society in which people contemplate the needs of, according to Henry Beston, “the other nations” (Singer 57). In this regard, the group considers itself to be a protector of the rights of individual animals; this informs its belief that animals should be “left alone.” How it achieves its Objectives PETA uses controversial strategies that generate the most publicity for its activities. It could be said that the organization’s public relations (PR) arm is its strongest component since it plays the biggest role in furthering the group’s objectives. PETA operates like any other dynamic entity in contemporary settings; this is evident in two ways. First, the organization is very flexible. It has developed highly effective and adaptable policies that allow it to exploit media influence to its advantage (Peterson 47). For example, some of its campaigns have a lasting impact on the public and the media because of their very controversial disposition. If the group were to be equated to any modern organizational entity, it would resemble the marketing department of a large enterprise. Secondly, PETA is an active recruiter of “talent” to support its activities. Like a business that operates in a highly competitive industry, the organization pursues and hires people from different backgrounds to act as its ambassadors “salespeople” across the United States and the world. Celebrities, members of the public, politicians, and activists all form part of PETA’s volunteer and ambassadorial roster. Like any other organization, PETA needs revenue to operate successfully. In this regard, it not only actively sources for funding from different sources but also generates revenue through merchandise sales and advertising. In 2013 alone, for example, the group generated $34 million in revenue through various commercial activities like public speaking. Such endeavors may seem trivial, but they play a crucial strategic and tactical role by enabling the attainment of PETA’s aims (Mooney, Knox, and Schacht 31). The organization uses every available avenue to relay its messages to the public and other entities. Although some of its antics may appear silly at times, they still help the organization to reach the masses and spark debates, discussions, criticism of the status quo and, ultimately, action. Comical costumes, public stunts, and stripping commonly feature in PETA’s campaigns and garner attention, whether positive or negative. The strategic logic used by the outfit is based on the fact that in the tabloid century, the media tends to focus on too much sensationalism. As a result, engaging in attention-seeking behavior is just as effective as conventional approaches. Colorful and debatable gimmicks (e.g., interrupting fashion shows by jumping on the stage to express opposition to the wearing of fur) always make headline news and convey PETA’s message to its targets across the world. The group has learned that provocative and contentious stunts distinguish between revealing vital but depressing issues to the public and allowing status quo to remain in place (Socha and Blum 63). Finally, the organization uses a “something for everyone” policy that appeals to the most radical, the most cultured, the most conservative, and the most hysterical people from all backgrounds; this tactic has been extremely effective. This is why the outfit has expanded into the largest animal rights organization in the world and recorded numerous victories on the back of persistence to its cause and covert investigations. The colorful protests, publicity stunts, and frequent demonstrations have been instrumental in exposing previously unknown animal rights issues. The organization limits its efforts to four areas that cause the worst suffering to the largest number of animals for the lengthiest periods: fashion industries, factory farms, entertainment industry, and laboratories. PETA regards animal exploitation as wrong and argues that better clothing, better education, better entertainment, and better diets can be achieved without using animals; this calls for better choices in these facets (Swann 78). Contrary to popular belief, the group’s activities are not focused on animals only. Birds, other “pests,” and beavers are also protected from cruelty and suffering. PETA’s operations are based on the following areas: research, legislation, public awareness, protest campaigns, cruelty inquiries, special functions, celebrity participation (e.g., Pamela Anderson), and animal rescue. Membership and Impact on Society As already mentioned, PETA has over 3 million members and supporters. More importantly, this number is set to grow with the increasing publicity the organization is generating. Membership is open to people and organizations from all over the world. The reason PETA has such a large number of supporters and members lies in its aforementioned something for everyone campaign. Members can join the organization by registering on its website or one of its offices and making a donation. This donation can be one-time or annual, which costs $16. It is worth noting that PETA is effective at recruiting members, which also explains why it has such a large membership (Francione and Garner 68). On its website, a convincing appeal is made to potential new members to support the group’s cause not only because funds are needed, but also because it is a genuine and just campaign. On the “become a member” section on the website, visitors are informed that their contributions go towards preventing animal cruelty and showing that they care about animal rights. Visitors are also notified that no amount of their pledges will be diverted to any activity besides helping suffering animals as explained in the mission statement. Although PETA’s tactics have been labeled as simply publicity-motivated, there is no doubt that they are effective. If they were ineffective, the organization would not be as successful as it is regarded. PETA has changed how Americans and other nationalities view animals; it has made animal rights a subject worthy of discussion in any context and justified its rationale by providing evidence of its results (Francione and Garner 53). The organization has achieved historic milestones in the protection of animals abused by individuals, governments, and institutions, and these breakthroughs have inspired major improvements in millions of individual animals’ lives. Some of PETA’s historic successes include the first recorded felony charges leveled against farm workers. This was after the group’s undercover probes exposed the saddening conditions and routine abuse common in pig-breeding factory ranches in the states of Oklahoma and North Carolina. In an unprecedented development, PETA forced McDonald’s, through negotiations and protests, to institute fundamental welfare improvements for reared animals. Within one year, large fast food outlets like Wendy’s and Burger King had implemented similar policies and convinced other businesses to follow suit. In one of the most noteworthy cases involving PETA, an inquiry into an exotic-animal facility (“training school”) in Florida showed that big cats were hit with ax handles (Carroll and Buchholtz 42). The outcry was so huge that the United States Department of Agriculture had to formulate new rules regulating animal training techniques. The organization has also convinced some of the largest oil firms in the world to seal their exhaust stacks after revealing how uncovered stacks caused the deaths of millions of bats and birds every year by trapping them and burning them to death. Conclusion This paper has provided a comprehensive outlook of PETA, highlighting the organization’s policies, attributes, tactics, membership, and effectiveness. Analysis of these dimensions has shown that PETA is effective in its activities and revealed the rationale behind the organization’s success. Works Cited Carroll, Archie B., & Ann K. Buchholtz. Business & society: ethics, sustainability, and stakeholder management. 9th ed. Australia: Cengage Learning, 2014. Print. Del Mar, David. Environmentalism. Harlow, England: Routledge, 2014. Print. Francione, Gary L., & Robert Garner. The animal rights debate: abolition or regulation? New York: Columbia UP, 2013. Print. Mooney, Linda A., David Knox, & Caroline Schacht. Understanding social problems. 9th ed. Minneapolis/St. Paul: Cengage Learning, 2014. Print. Peterson, Anna Lisa. Being animal beasts and boundaries in nature ethics. New York: Columbia UP, 2013. Print. Singer, Peter, ed. In defense of animals: the second wave. Malden, MA: John Wiley & Sons, 2013. Print. Smith, Ronald D. Strategic planning for public relations. Revised ed. Mahwah, N.J.: Routledge, 2013. Print. Socha, Kim, & Sarah Jane Blum. Confronting animal exploitation grassroots essays on liberation and veganism. Jefferson, North Carolina: McFarland &, 2013. Print. Swann, Patricia. Cases in public relations management: the rise of social media and activism. Reprint, Revised ed. New York: Routledge, 2014. Print. Read More