What is Carnism

This chapter starts with a brief outline of the historic development of the interspecies relationships and discusses the role of norms in changing behavior. Norms play a role in maintaining the ideology of carnism which enables people to eat the flesh of certain animals due to the invisibility of meat production and to the mechanisms of objectification, deindividualization and dichotomization of livestock. According to the meat paradox theory, people alleviate the unpleasant feelings about eating animal flesh by diminishing the minds of the eaten animals. The 4N (normal, natural, necessary and nice) rationalizations which justify eating meat in current society are also pointed out. Furthermore, the role of values, attitudes and different type of motivations are discussed. In conclusion, possible ways of employing community-based social marketing are offered.