Factory Farm to Label

Today, factory farms are considered the most economical way to farm animals, with a simple goal to increase profits for big corporations, at the cost of animals, the environment and people.

Globally, it is estimated that around 50 million farm animals are raised for consumption annually and two thirds are factory farmed.

A Factory Farm is known as a Concentrated Animal Feeding Operation (CAFO), it is the process of intensive, industrial animal culture in inhumane factories. The farms often confine thousands, or hundred of thousands of animals in cramped conditions, being denied access to pastures to graze on, and enduring physical and emotional abuse.

Factory farming is not only abusing animals, but it also has devastating impacts on the environment, as the meat industry is the largest consumer of the worlds freshwater resources.

Most of us cannot bear to see animals suffer, that’s why the slaughter and mistreatment of livestock is secluded from our gaze. When consumers go to the supermarket, they are presented with a one-sided deceptive presentation of an animal product.

We see this.

And are blind to this.

Official PETA n.d, The Dairy Industry in 60 Seconds Flat, online video, Vimeo, viewed 25 March 2021, <https://player.vimeo.com/video/489171117&gt;.

And this.

PETA 2014, Where do eggs come from?, online video, YouTube, viewed 25 March 2021, <https://youtu.be/H0-CRX6uclI&gt;.

Due to the exposure factory farms by animal advocates, there has been some shift in the industry. For instance, animal welfare codes such as the Free Range Egg & Poultry Australia (FREPA) developed standards that cover the following factors

  • Free Range
  • Health & Welfare
  • Indoor housing
  • Biosecurity
  • Transport
  • Safe from predators

However, these standards still allow for chickens to be confined in shed until they are fully feathered, packed in at stocking densities of up to 15 birds per square meter under almost unrestricted artificial lighting.

It can be difficult for consumers to identify which animal product has the highest welfare, when there are labels such as ‘Grain Fed’, ‘Free-Range’, ‘GMO Free’, ‘RSPCA Approved’ and ‘Organic’. Generally speaking, the higher the welfare, higher the price. This could also be a huge factor why consumers continue for the, let’s call it ‘Green Label’ such as ‘Free-Range’ and ‘Grain-Fed’. When we, as consumers, have absolutely no idea of what has actually happened for that product to make it on the shelf.

If you want to learn more about how to identify the more ethical labels at the supermarket, Potter’s (2017) is a good start.

Why is this a problem in the Media?

The answer is simple, but complexed. It is simple because, in mass media and advertising, the truth is hidden. Why is it hidden? That is what makes it complexed.

Factory farms are only exposed by animal activists, never shown in mainstream media and advertising. This is why social media has become such a valuable tool for activist by providing a tool for people to communicate, raise awareness, share ideas and develop their own content. However, as mentioned before, we don’t like seeing animals suffer. We would rather pretend it didn’t exist.

So, what do we see in mainstream media and advertising?

Dairy Australia 2009, Dairy Good Circle of Life, online video, YouTube, viewed 25 March 2021, <https://www.youtube.com/watch?v=sUfYhEhLRmA&gt;.

We see marketing strategies constructed to help create, sustain and perpetrate a practice that is cruel and environmentally dangerous (Glenn, 2004).

What don’t we see? The truth.

This topic is something I feel passionate about, and with a marketing background, I would like to research this topic with a marketing lens. A interesting article raised the question regarding the misrepresentation of products that encourage consumption even at the expense of a consumers own interest.

Like cigarettes, meat and dairy packaging should include no nonsense factual warnings about the negative consequences of one’s consumption choices.

Thomas Wells

Wells (2014) introduces the idea of implementing ‘no nonsense factual warnings’ about the negative consequences on meat and dairy packaging for consumers. These ethical warning labels would inform consumers of the suffering involved in producing the animal products. And thus, hopefully influence consumers to be more conscious about their purchasing behaviors.

This topic is a serious matter. Not only does it address the ethical issues in the treatment of animals, but also ethical issues in marketing. This topic is significant to the greater society, future generations, the environment and animals.


FREPA 2021, What we do, FREPA, viewed 24 March 2021, <https://frepa.com.au/what-we-do/&gt;.

Glenn, C. B. (2004) ‘Constructing Consumables and Consent: A Critical Analysis of Factory Farm Industry Discourse’, Journal of Communication Inquiry, 28(1), pp. 63–81. doi: 10.1177/0196859903258573.

Pet Pedia, 2021, 41 Dreadful Factory Farming Statistics To Consider in 2021, PetPedia, viewed 24 March 2021, <https://petpedia.co/factory-farming-statistics/&gt;.

Porter, A 2017, ‘Ethical Meat’, Choice, weblog post, 14 August, viewed 23 March 2021, <https://www.choice.com.au/food-and-drink/meat-fish-and-eggs/meat/articles/buying-ethical-meat&gt;.

Wells, T 2014, ‘The Case for Ethical Warning Labels on Animal Products’, ABC, weblog post, 7 January, viewed 23 March 2021, <https://www.abc.net.au/religion/the-case-for-ethical-warning-labels-on-animal-products/10099440&gt;.

Wholesome Culture 2021, The Ethical Issues of The Meat Industry You Need to Know About, Wholesome Culture, weblog post, n.d., viewed 23 March 2021, < https://blog.wholesomeculture.com/the-ethical-issues-of-the-meat-industry-you-need-to-know-about/&gt;.

Making – to be continued

Check out the page @accessyourability 

Looking back at my first blog post, I still have the same outlook. But now, I know, the issues are much deeper.

I welcome you to the “MAKING” blog post about Access Your Ability. This may be a long one. So buckle in, but I am hoping by the time you finish reading this, you will understand the reasoning of my project.

It’s week 13 now of the #bcm114 subject, and sadly, it’s coming to an end. But not my project. We spent time thinking, observing and defining a problem, coming up with an idea to solve this problem. We then learnt through rapid prototyping of select ideas and evolving new ideas. Then through feedback, (got to listen to your audience, otherwise how would your product be successful?) we reiterate. Then repeat this process.

repeat #designthinkingprocess

In my previous post, I ended it with “What were snuggies originally designed for”. So, with research, I have found there are some claims that they are designed for people in wheelchairs and others that they are not.




However, doesn’t matter what the snuggies are originally designed for. This opens up a new insight to how sucky society can be. There are brilliant designs that assist people living with disabilities in their daily life, but, society considers it as a laughing matter and see it as “lazy”.


This is why #disabilityawareness is so important. Majority of people see people living with disabilities a “minority”, which to me, is wrong. We are all people, put on this earth, trying to figure out why we are here. But, unfortunately society has constructed the “majority” and the “minority”. 

In the early days, people with disabilities were institutionalised and treated as mentally incapable or even inhuman. Thank god for the human rights coming in and saving the day, for most. This is me sugar coating it for you, have a look, do some research. You can start here –


Society has come a long way with how they treat people with disabilities. We have charities and disability organisations that provide support to individuals and families, ensuring basic human rights and needs are being met. But, they aren’t always well funded and there are many that do miss out. I guess there are always a negative with a positive, how can we distinguish between good and bad?

Another concept I would like to reflect on is “normalising disability” by providing “positive imagery” in the media. Society at large is being fed a image of a disabled person that is physically abled, educationally competent and determined to live a ‘normal’ lifestyle. This ‘positive’ representation has now become a stereotype, and I feel, it isn’t ethical. Is this so the “majority” of people think they are cute and want to contribute money to services? hmmmm. When looking at this, I looked at my project and the photos I uploaded of my brother Zac, was I contributing to this stereotype of positive imagery?

16th September

The comment – “I can’t decide that I liked this photo because of the composition or place but it is really good”.

This is proof that people like a certain type of image. What would be the response if I uploaded an image of a person with a disability that relied on support to complete tasks such as breathing, eating or going to the toilet.?

This is a touchy, yet, deep subject.

“You don’t really understand the problem until after the first time you implement a solution” 

I really feel I understand the words of Eric Raymond. Once I began iterating my idea, I fell deep into the issues surrounding disability. What was the reason behind this lack of access, why is there this stigma about disability, what does this ‘positive imagery of disability’ made by charities and organisations actually mean and what does ‘normalising disability’ mean and is the media doing it correctly? Is this ethical ?

Whirlwind of emotions. This is why I attempted to capture my insight of some of the foundations of these issues.

  1. People making fun of people with disabilities
  2. Society is separated into the “minorities” and “majorities”
  3. Traumatic history of people with disabilities being institutionalised
  4. Unethical “positive imagery” of “abled” disability people

To sum it up, the “majority” of people are uneducated and unaware of the history and issues people with disabilities face.

Okay, so my project.

Learn to make, Learn through making.

In my previous post Prototyping I addressed my learning moments through the various platforms I tried and the content I made – WordPress, Tumblr and Instagram.

I have been continuing with Instagram because it is free, the cost of failure is low, easy to reach targeted audience through the use of hashtags and it’s inexpensive.

My process of my project is ongoing. With my insights mentioned above I have explored with the content and Issues I am addressing. Again, it is interesting the amount of likes/interactions I get when I post a ‘positive’ image of Zac. So my aim, here to to raise awareness of issues people with disability face, as well as raising disability awareness.

Check out the page @accessyourability 

A quick development of Access Your Ability

>From the beginning

 1st post

I designed and implemented story highlights and posted related content.

Below – a post about making changes. Not a stereotypical positive image….

Also, used Canva to create this. (Free + quick)

Events story highlight – I went to my brothers Gala ball and took this opportunity to capture the event and promote my project.

I tagged the organisation in my posts.

I changed my info – added ‘services’ and implemented #whatsyourstory.

I feel it is really hard to put my progress into a blog post without boring you and rambling on…

To sum up my progress, I have learnt through MAKING, I have discovered the DEEPER issues, making me more PASSIONATE for this project to develop into something that can benefit and make change.

Making is fundamental to what it means to be human. We must make, create and express ourselves to feel whole.





Click to access maker-movement-manifesto-sample-chapter.pdf


Nollywood & Korean Cinema

If you haven’t heard of Nollywood or Korean Cinema.


Ryoo, W 2009, Globalization, or the logic of cultural hybridization: the case of the Korean wave. Asian Journal of Communication, Vol. 19, no. 2, pp. 137-151, Viewed 24 August 2018, <https://www-tandfonline-com.ezproxy.uow.edu.au/doi/pdf/10.1080/01292980902826427?needAccess=true&gt;

This article investigates the international phenomenon of transnational popular cultural flow in relation to globalisation. Throughout the article, the author explores fundamental disjuncture’s between economy, culture and politics within the five dimensions of global cultural flows: ethnoscapes, mediascapes, technoscapes, finanscapes and ideascapes whilst recognizing the expansion of certain cultural ideas, political changes and economic developments caused by globalisation. It focuses on the implications of cultural hybridization and glocalisation within the Asia Pacific. It demonstrates the prominent influence and effect of Americanisation on other cultures; such as, the beginning of the ‘Korean Wave’. This is evident in the Korean Cinema; if we compare it with films made from Hollywood, we can definitely see the influence and understand the complexity of cultural hybridisation, as Korean Cinema adapts Hollywood films in such a way to meet their cultural requirements.  The author educates us on the history of the Korean Wave and its global position. Korean wave is a clear indication of globalisation of culture. Neighbouring Asian countries originally had a poor insight of South Korea, often only negative stereotypes generated from the Korean War. These insights have changed since South Korea gifted their trendy entertainers, new technology, exposure of contemporary Korean lives through dramas and movies. The content of arguments presented throughout the article are organised in relevant subtopics making it easy for the reader. It is well referenced, academically written, well researched, a great introduction to the Korean Wave, cultural hybridisation and globalisation. Therefore, it is a reliable source that is related to ‘Global Film Industries’.

Timi dapin 2016, ‘Watch Nigerian Nollywood Movie Trailer Spidergirl!’, online video, 21 March, Youtube, Viewed 25 August 2018, <https://www.youtube.com/watch?v=EW68LryEMsY&gt;

This 2.26-minute movie trailer captures the complexity involved in globalisation as we question whether this is a work of global hybridization or glocalisation. Nigeria’s film ‘Spider Girl’ is clearly influenced from popular western culture; the heroic marvel film, Spiderman. Hollywood is the number one film industry, producing top of the range films with huge explosions, dramatic filming techniques and special effects. ‘Spider Girl’ attempts to achieve these aspects, however, Nigeria has a much lower budget than Hollywood. The filming techniques, special effects, quality of sound and picture is very low compared to that of Hollywood’s films. Spider Girl does not follow the same narrative structure or details as Spiderman. Nigeria has adapted the concept of Spiderman and conveyed their own cultural values and using real life stories from individuals living in Africa to accommodate their targeted audience – People of Africa. This is easily recognisable through the character’s personalities, the local events, scenery, fashion, dialogue, body language and cultural values. In this sense, I would say this is a form of Glocalisation as Nigeria has been influenced globally but has acted locally. This source is a great insight to the influence of global cinema and the effect of globalisation. Therefore, it is related to the topic of ‘Global Film Industries’.