I tend to say – and this is common of many long-time vegans such as ARZone podcast or “chat” guests Ronnie Lee, Kim Stallwood, Lynne Yates, Will Tuttle, and Gary Francione – that being vegan is considerably easier now than it was in the late 1970s and early 1980s when all these poor, sickly, malnourished, and half-dead souls went vegan.
Whilst the relative ease of modern-day veganism is undoubtedly true - and applies without a doubt to well-off middle class professionals, many single people, and many others in certain geographical locations - the “veganism is easy” line should be regarded as sociologically rather crude and more than a little naïve given the varied circumstances and social inequalities that exist in all societies. While the "going vegan is easy" slogan has campaigning utility, it should be recognised that such a message can be very disheartening for those who find, for whatever reason, that they are struggling.
This blog entry explores the likely difficulties of vegan parents living with teenagers, young children and/or infants, and looks particularly at two issues that may impact on them and their children’s veganism: junk food advertising and bullying.
In General.
Processes of socialisation are core concerns in sociology. Ironically, they are so core that the actual details are often neglected in many sociological accounts. However, most people are aware of the common-sense basics of socialisation: that most children are raised and brought up, first of all, within the confines of their nuclear or extended families and then they gradually become exposed to the norms of the larger community and ultimately, in our globalised age, to the generalised values of the wider world. Sociologists call the type of socialisation we get from our family, primary socialisation, and that which follows, secondary socialisation.
In theory, and speaking in general terms, primary socialisation can be rather limited but also fairly consistent: family members tend to share core beliefs about fundamentals such as religion or political persuasion. However, once children are “liberated” into the wider world and, as some sociologists have put it, “escaped” from their families, they are confronted with a wide(r) range of competing ideas on just about everything one can think of.
What social pressures may bear down on vegan households which have children – and what problems can vegan children face outside of a supportive home environment?
The Power of the Junk Food Ads.
In September 2011, the BBC Radio 4’s The Food Programme took a critical look at food advertising aimed at children. In Britain, there have been restrictions in recent years on fast food advertisements aimed at children, especially those found in children’s TV programming. For example, figures suggest that between 2007 and 2009, adverts for fast food aimed at kids were fewer by 40%. At the same time, there are health concerns as one third of British children are judged to be obese.
There are similar obesity estimates in relation to the USA. The limitation of fast food ads aimed at children has been concentrated on dedicated children’s programming, children’s TV channels, and now the internet, comics and online gaming are coming under increased scrutiny. The problem for regulators is that many children watch TV outside of dedicated children’s slots and watch so-called family programming and also programmes produced for adults. The “food” advertised outside of children’s TV slots is mainly for fast foods, salty snacks, and sugared breakfast cereals.
Of course, manufacturers are not passive when regulations are imposed on what they can sell or advertise. For example, since Ireland has had a historically low level of breast feeding of infants, the Irish government attempted to encourage more mothers to breast feed their babies. This included limiting infant formula advertising. Industry responded by inventing two new types of powdered milk, which they carefully labelled “growing up milk” and “follow-on milk” in order to side-step government plans.
Advertisers of junk food likewise circumvent attempts to restrict advertising to children by shifted their ads to adult air time, while still using motifs that are engaging for children, such as “fun and fantasy themes.” Other persuasive techniques include the use of brand characters, licenced characters (e.g. Shrek, The Simpsons, Pirates of the Caribbean, etc.), celebrity endorsement, bright colours, and appealing musical jingles. When The Food Program interviewed young children, they remembered adverts for sweets such as Skittles and Snickers, ads for fast food outlet KFC, and one child said that advertising made her buy the confectionery M&Ms even though she had previously “hated them.”
Jane Landon of the National Heart Forum explained in the BBC programme that marketing works, particularly TV advertising, especially that relying on the “pester power” of kids who nag their parents for what they “want.” Emma Boyland, of the Biopsychology Research Group at the University of Liverpool in the north of England researched how children respond to junk food adverts. There is little research on the effect on children of adverts about healthy foods for kids because not many of such ads exist (a point made by Gary Yourofsky in his well-known college lecture) – when there has been research on the few ads that exist, then they to increase children’s awareness of products such as fruit and vegetables, and also increase children’s willingness to try them. As a general matter, however, studies focused mainly on TV advertising with other sources of influence emerging (youtube and other internet channels, etc.) suggest that children are being targeted with unhealthy age-specific food advertising.
Often the non-TV advertising is “disguised” since younger children have been found to not have the ability to distinguish advertisements from, for example, website content. Children spoke of internet games which have McDonald’s advertising that moves around attracting their attention. They also talked about the influence of fast food advertising when toys are “given away” with meals and linked with the latest cinema releases. One unregulated method of advertising junk food on the web is known as peer-to-peer advertising when children may get points and prizes for forwarding on details to other internet users. Children in particular, but this is also an issue for adults, have been found to be keen on spreading around the news of “what’s cool” on the internet, and some of this information is sent to them to pass around by advertisers.
Tim Lobstein of the International Obesity Taskforce suggests that it is the branded junk foods that bring in the profits and so these are the ones pushed the hardest and most frequently in advertising. He argues that research has now established direct evidence of kids responding to advertisements. He says, for example, that if children see an ad for high fat junk food, then they are likely to consume that food in the next 30 minutes. This is now regarded as an international problem because countries with relatively strict controls, such as Sweden for example, cannot regulate what children see on the internet.
Bullying for "Being Different."
Bullying is the most common form of violence - with cyber bullying cited as a growing modern day problem. Research published by Oliver, Hoover, and Hazier (1994) found that approximately 45% of boys and 30% of girls believed that bullying has an educative purpose. That is, bullying can "teach" the victims about unacceptable behaviour. Moreover, 64% of students surveyed said victims brought teasing on themselves and 61% of students felt bullying helped the victim by making him or her "tougher." In addition, both boys and girls stated that they regarded bullies to have a higher social status than the victims of bullying.
Exploring both sides of the issue, students’ perceptions of why they were bullied or why they themselves bullied others were examined across the sixth, seventh and eighth grades by Swearer & Cary (2003). External attributes, such as “being different,” “being weak,” and “(not) wearing certain branded clothing,” were consistently cited across social classes as reasons youth were bullied. Reasons for bullying given by bullies, victims of bullying, and observers (bystanders) seem remarkably similar.
Worryingly for both vegan parents and vegan children, simply “being different” is often cited as a major reason why people get bullied. Also, for bullies themselves, others’ manner of talking, the clothes they wear, or perceptions of the other as weak,* were cited as reasons for bullying. Victims report being bullied for being different, or for achieving good educational grades, being overweight, or wearing certain clothes. Those not directly involved in bullying reported that students are bullied because they are weak, overweight, different, and wore certain clothes.
There is anecdotal evidence that vegetarian and vegan children are subject to being bullied for this apparent crime of “being different.” A vegan who was a vegetarian at schools reports other schoolchildren throwing “meat” into her vegetarian lunch box, and also being chased around the playground by children threatening to force-feed flesh to her.
Of course, parent-child relationships can suffer if the child suffers at school for the diet and lifestyle “imposed” on her by parents - Eating the flesh of other animals is such a social norm that attempts to reduce access to this “food” can meet resistance. Famously, “celebrity chef” Jamie Oliver tried to “improve” school meals only to find that parents bought junk food and delivered it to their children, passing the rubbish "food" through the school fence in what was dubbed the “junk food run” on the grounds of doing their children a nutritional favour. One “rebel” parent, “Julie,” said, “I started doing this for my kids and a couple of their friends, but every day more and more are wanting us to do the food run.” She added: “We go up at 11 o’clock and take down orders through the fence. Then we go back at 1pm to deliver the food and give them their change. We’re now delivering 50 to 60 meals a day and there are four of us doing it. We’ve no intention of stopping. We don’t make a penny on it, we just want the kids properly fed.They don’t enjoy the school food and the end result is they’re starving.”
With parents as brain-dead as this – those buying on a daily basis cheeseburger and chips, cones of chips, and sausage, chips, peas and a “can of pop” - is it any wonder that their kids may waddle over and bully vegetarian and vegan children?
In her Q&A book, Being Vegan: Living with Conscious, Conviction and Compassion, Joanne Stepaniak addresses the issue of bullying in schools and youth groups. However, in relation to schools, parents report that their children are subject to some degree of bullying from teachers as much as fellow pupils. A vegan parent tells Stepaniak that she gets a very negative response from closed-minded teachers she attempts to educate about veganism, resulting in a “difficult situation” at a school Thanksgiving party. Stepaniak responded by saying that vegan parents should not expect teachers to take much of an interest in the reasons some of their pupils may be vegan; the issue was that the parent needs to ensure that teachers do not allow their children to be picked on for their veganism. Vegan parents need to tell teachers not to allow their children to be bullied, pitied, ridiculed, or shamed because they are vegan: for “being different.”
Another parent reports how her 16-year-old vegan daughter was mocked and insulted by other children at a youth group gathering while the teaching staff just smiled at the incident. The daughter says she will never eat with the group again because of her experience. Stepaniak rightly says that, during teen years, peer group pressure is intense and, at this in people's lives, “it takes guts” to be different. Sociologically, the easiest thing to do is conform and, during teenage years, that may mean conforming to peer group norms and values. Stepaniak suggests that vegan parents have the responsibility to ensure that teachers and youth group leaders fulfil their guardianship role and that includes preventing vegan children from being bullied.
This blog entry has tried to provide some context to those crude "being vegan is easy" slogans which many animal advocates trot out rather unthinkingly from time to time. For those for whom "going vegan" was relatively easy and quick (I include myself in that group since I never had a "vegetarian phase" - thankfully), it may be particularly necessary to sit down and calmly consider the many social pressures - which are real in people's lives - that make going vegan difficult for others perhaps in different and/or less favourable situations.
Those with children, for example, who are daily set upon by advertisers, and may well also draw the attention of bullies - may feel that social pressure rather more than others.
* It is common on internet forums for the accusation to be made that vegans (and vegetarians) are weak and, sometimes, that they are weak and sentimental individuals.
Oliver, R., Hoover, J. H., & Hazier, R. (1994). 'The perceived roles of bullying in small-town Midwestern schools.' Journal of Counseling & Development, 72, 416-420
Swearer, S. M., & Cary, P. T. (2003). 'Perceptions and attitudes toward bullying in middle school youth: A developmental examination across the bully/victim continuum.' Journal of Applied School Psychology, 19(2), 63-79