“The carnistic schema, which twists information so that nonsense seems to make perfect sense, also explains why we fail to see the absurdities of the system. Consider, for instance, advertising campaigns in which a pig dances joyfully over the fire pit where he or she is to be barbecued, or chickens wear aprons while beseeching the viewer to eat them. And consider the Veterinarian's Oath of the American Veterinary Medical Association, 'I solemnly swear to use my...skills for the...relief of animal suffering,' in light of the fact that the vast majority of veterinarians eat animals simply because they like the way meat tastes. Or think about how poeple won't replace their hamburgers with veggie burgers, even if the flavor is identical, because they claim that, if they try hard enough, they can detect a subtle difference in texture. Only when we deconstruct the carnistic schema can we see the absurdity of placing our preference for a flawless re-creation of a textural norm over the lives and deaths of billions of others.”

“The carnistic schema, which twists information so that nonsense seems to make perfect sense, also explains why we fail to see the absurdities of the system. Consider, for instance, advertising campaigns in which a pig dances joyfully over the fire pit where he or she is to be barbecued, or chickens wear aprons while beseeching the viewer to eat them. And consider the Veterinarian's Oath of the American Veterinary Medical Association, 'I solemnly swear to use my...skills for the...relief of animal suffering,' in light of the fact that the vast majority of veterinarians eat animals simply because they like the way meat tastes. Or think about how poeple won't replace their hamburgers with veggie burgers, even if the flavor is identical, because they claim that, if they try hard enough, they can detect a subtle difference in texture. Only when we deconstruct the carnistic schema can we see the absurdity of placing our preference for a flawless re-creation of a textural norm over the lives and deaths of billions of others.”

“Often, vegan advocates assume that a person's defensiveness is the result of selfishness or apathy, when in fact it is much more likely the result of systematic and intensive social conditioning.”

“The ten billion animals that are killed every year for meat and the virulent consequences of contemporary animal agricultural practices remain conspicuously absent from public discourse. How often have you seen media exposés on the violent treatment of farm animals and the corrupt practices of carnistic industry? Compare this with the amount of coverage afforded fluctuating gas prices or Hollywood fashion blunders. Most of us are more outraged over having to pay five cents more for a gallon of gas than over the fact that billions of animals, millions of humans, and the entire ecosystem are systematically exploited by an industry that profits from such gratuitous violence. And most of us know more about what the stars wore to the Oscars than we do about the animals we eat.”

“The path of the norm is the path of least resistance; it is the route we take when we're on auto-pilot and don't even realize we're following a course of action that we haven't consciously chosen. Most people who eat meat have no idea that they're behaving in accordance with the tenets of a system that has defined many of their values, preferences, and behaviors. What they call 'free choice' is, in fact, the result of a narrowly obstructed set of options that have been chosen for them. They don't realize, for instance, that they have been taught to value human life so far above certain forms of nonhuman life that it seems appropriate for their taste preferences to supersede other species' preference for survival.”

“Think about it: virtually every atrocity in the history of humankind was enabled by a populace that turned away from a reality that seemed too painful to face, while virtually every revolution for peace and justice has been made possibly by a group of people who chose to bear witness and demanded that others bear witness as well.”

“Violent ideologies speak their own language; core concepts are translated to maintain the system while appearing to support the people. Under carnism, for instance, democracy has become defined as having the freedom to choose among products that sicken our bodies and pollute our planet, rather than the freedom to eat our food and breathe our air without the risk of being poisoned. But violent ideologies are inherently undemocratic, as they rely on deception, secrecy, concentrated power, and coercion--all practices that are incompatible with a free society. While the larger system, or nation, may appear democratic, the violent system within it is not. This is one reason we don't recognize violent ideologies that exist within seemingly democratic systems; we simply aren't thinking to look for them.”

“To identify with others is to see something of yourself in them and to see something of them in yourself--even if the only thing you identify with is the desire to be free from suffering.”

“It is impossible to exercise free will as long as we are operating from within the system. Free will requires consciousness, and our pervasive and deep-seated patterns of thought are unconscious; they are outside of our awareness and therefore outside of our control. While we remain in the system, we see the world through the eyes of carnism. And as long as we look through eyes other than our own, we will be living in accordance to a truth that is not of our own choosing. We must step outside the system to find our lost empathy and make choices that reflect what we truly feel and believe, rather than what we've been taught to feel and believe.”