Yet on some level we do know the truth. We know that meat production i — Melanie Joy

"We love dogs and eat cows not because dogs and cows are fundamentally different—cows, like dogs, have feelings, preferences, and consciousness—but because our perception of them is different."

"But why must the system go to such lengths to block our empathy? Why all the psychological acrobatics? The answer is simple: because we care about animals, and we dont want them to suffer. And because we eat them. Our values and behaviors are incongruent, and this incongruence causes us a certain degree of moral discomfort. In order to alleviate this discomfort, we have three choices: we can change our values to match our behaviors, we can change our behaviors to match our values, or we can change our perception of our behaviors so that they appear to match our values. It is around this third option that our schema of meat is shaped. As long as we neither value unnecessary animal suffering nor stop eating animals, our schema will distort our perceptions of animals and the meat we eat, so that we can feel comfortable enough to consume them."

"We send one species to the butcher and give our love and kindness to another apparently for no reason other than because its the way things are. When our attitudes and behaviors toward animals are so inconsistent, and this inconsistency is so unexamined, we can safely say we have been fed absurdities. It is absurd that we eat pigs and love dogs and dont even know why. Many of us spend long minutes in the aisle of the drugstore mulling over what toothpaste to buy. Yet most of us dont spend any time at all thinking about what species of animal we eat and why. Our choices as consumers drive an industry that kills ten billion animals per year in the United States alone. If we choose to support this industry and the best reason we can come up with is because its the way things are, clearly something is amiss. What could cause an entire society of people to check their thinking caps at the door—and to not even realize theyre doing so? Though this question is quite complex, the answer is quite simple: ."

"The most effective way to distort reality is to deny it; if we tell ourselves there isnt a problem, then we never have to worry about what to do about it. And the most effective way to deny a reality is to make it invisible. … As with any violent ideology, the populace must be shielded from direct exposure to the victims of the system, lest they begin questioning the system or their participation in it. This truth speaks for itself: why else would the meat industry go to such lengths to keep its practices invisible?"

"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 Veterinarians 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 people wont 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."

"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 possible by a group of people who chose to bear witness and demanded that others bear witness as well."