物種主義的再現與強化：以工廠化農場、速食連鎖店與賣場為例

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Title:	物種主義的再現與強化：以工廠化農場、速食連鎖店與賣場為例
Other Titles:	The Representation and Intensification of Speciesism: Examples of Factory Farms, Fast-Food Chains, and Hypermarkets
Authors:	殷志偉 YING CHEE WEI
Contributors:	劉正 Jeng Liu 社會學系
Keywords:	卡通化;非預期結果;工廠化農場;物種主義/歧視;虛擬真實 Virtual Reality;Cartoonization;Unintended Consequences;Factory Farming;Speciesism
Date:	2013
Issue Date:	2022-05-30T02:59:42Z (UTC)
Abstract:	他們無法表述自己，他們必須被別人表述。——馬克思《路易•波拿巴的霧月十八日》在自然界，沒有一種物種為供其他物種利用而存在。非人動物作為一種獨立生命體，有其自由生存權利，但因為牠們無法透過人類語言表述自己，而被人類加以表述，變成人類的資源、財產、奴隸。人類對動物的支配，沒有合理的正當性，是一種恃強淩弱的霸權行為。澳洲哲學教授辛格將此種現象，稱之為物種主義或物種歧視（Speciesism）。現代工廠化農場是物種主義的核心展現，透過理性計算，能在最大化生產效率之名下，把不能反抗的動物善盡利用，並同時造成諸多負面的非預期結果。雖然如此，工廠化農場生產的畜產品還是大受市場歡迎，尤其是在發展中國家，更加速畜牧工業化的轉型。為何會有這現象發生？是大眾無視工廠化農場造成之非預期結果嗎？若非，工廠化農場又如何在造成負面之非預期結果的同時，持續的獲得消費者支持？業者的行銷策略，又如何形塑及強化消費者的物種主義觀？本研究旨在嘗試以社會學觀點，找出這些問題的可能解答。同時，考究工廠化農場的運作邏輯，拼湊動物在工業社會之境遇圖像，並解釋社會大眾無法在顯著利用動物之行為中，識別出物種主義之存在與影響的原因。本研究為質性研究，執行過程中採用了參與觀察、深度訪談，以及文獻資料分析法。本研究發現：畜產品包括肉品、牛奶和雞蛋的產品包裝、廣告使用文字和圖像等，並未呈現出動物在現代工廠化農場內的真實景像。業者以卡通化的動物形象再造法，塑造出可愛的農場動物形象，再將其予以擬人化，給虛擬的卡通化動物配給諸多人類豐富的表情和動作。虛擬的卡通化動物不僅可愛、活潑，也更具有親和力，有助吸引消費者目光，也因此而成為最佳的「產品代言人」。工廠化農場造成之負面非預期結果，包括動物在工業化作業中受到的不人道對待，在廣告和產品包裝上被隱藏，取之以被建構出的虛擬形象為替代，以致消費者難以接收到真確訊息。臺灣麥當勞介紹母雞飼養環境之短片所使用的字眼，更有誤導消費者之嫌，尤其是其主要宣傳對象為還沒有判斷真偽能力之兒童群體。此外，大規模的集約畜牧，把人與農場動物隔離在兩個獨立生活空間，疏遠了彼此的關係，以致唯一交集之處就在超市冷凍櫃與餐盤上。農場動物的卡通化與形象再造，配上廣告宣傳的故弄玄虛，造成虛擬取代真實，給消費者對現代動物養殖帶來誤導性的認知。此情況導致「農場動物」更難擺脫牠隸屬於農場，而非一個天生獨立自主之生命的命運。 They cannot represent themselves, they must be represented.- Karl Marx, “The 18th Brumaire of Loius Bonaparte.”In nature, no species born for another species’ purpose. Non-human animals have the rights of freedom to live, but they are unable to represent themselves through human languages. They represented by human, and became human resources, properties, and slaves. According to Australian philosophy professor Peter Singer, “Speciesism” is a prejudice or attitude of bias in favour of the interest of members of one’s own species and against those of members of other species. The modern factory farm, which is also known as Concentrated Animal Feeding Operation(CAFO) was the core of speciesism manifestation. Through rational calculation and maximizing production efficiency, animals were fully utilized in factory farms. Unintended consequences have been caused by factory farming simultaneously. Nevertheless, animal products which came from factory farming still met with great favor in market. Developing countries have boosted their animal husbandry transformation speed. Why did this happen? Doesn’t the public care about the unintended consequences which caused by factory farming? If not, how could factory farming acquired support from consumers at the same time when they created negative unintended consequences? How does producer’s marketing strategies work to shape and consolidate consumers speciesism mind? This study tries answer these questions through sociological perspective. This study also investigates the operation logic of factory farming, illustrates farm animals living condition in industrial society, and tries to explain why the public failed to identify the presented and influenced of speciesism. In this thesis, qualitative research techniques such as Participant Observation, In-Depth Interviewing, Panel Disscussion, and Document Literature Analysis were used. I found that packaging and advertising language of animal products, which include meat, milk and eggs, did not present real images of animal life in factory farms. Cute animal images have been constructed by businesses through “cartoonization of animals” trick, continue with personification of those virtual cartoon images, which is covered with expressiveness and action similar to human. Virtual cartoon images of animals are cute, vivacious, and with great affinity between human. These virtual cartoon images traits help to attract consumers’ attention. Therefor, virtual cartoon images could be the best “Product Spokesperson” of animal products. Those negative unintended consequences of factory farming, including suffering of animals caused by inhumane treat in industrialized production process, have been hidden in advertisement and product packaging, and replaced by constructed virtual images. Consumers thus hardly get the real information of modern animals farming. The language used in video which introduce hens husbandry environment, uploaded by Taiwan McDonald’s, is totally misleading.The rise of factory farming has led to the living space of human and animals became segregated. Relationship between human and animals also became alienated. As a result, the only chance of getting in touch with each other can just found in hypermarket’s freezers and food plates. The public awareness of modern farming operation has been influenced by cartoonization and visualize of farm animals, and the practices of doublespeak through advertise take replace the actual reality. This make “farm animals” difficult to get rid of the fate which is related to the farm, rather than belong to its own – a being born independently and liberty.
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