Melk goed voor elk? - Is milk good for everyone?

Abstract

This thesis explore how the Dutch dairy discourse informs (lived) social realities within contemporary Dutch society. I explore this from my position as an ecofeminist, anthropological and vegan (activist) researcher by linking the production and the consumption of animal products (dairy in particular) to the perpetuation of patriarchy. I examine how the Dutch dairy industry mediates dairy production and consumption by looking at audio-visual commercials they produce. I am also interested in how people perceive these commercials and, on the other hand, respond to audio-visual material (such as a documentary) that reveals another reality of dairy production and consumption. The research question that guides this thesis is: How does the Dutch dairy discourse determine ways of being in Dutch society? Using the methodology of feminist critical discourse analysis enables me to analyse the Dutch dairy industry as a discourse. I use this method to examine the case studies of two Dutch dairy commercials and use a focus group as a method to uncover the lived social realities that are constructed by the Dutch dairy discourse. This exploration results in the conclusion that the social reality created by the Dutch dairy discourse is one in which the consumption of dairy makes your body strong, healthy, Dutch and ‘normal’. This discourse, in which the production of dairy is disembodied from consumption and consumption is embodied by the ‘disciplined body’, constructs and reinforces ways of being that oppress non-human animals and human animals alike, which is in line with the patriarchy.