Category Archives: Bovinity Infinity

As Seen on a Greeting Card

A lithographed drawing of a cow, with the text:

“You’re useful and delicious.”

And now for some analysis…

The Humor Angle

So one reason humor “happens” is when two usually unrelated things are presented right next to one another. In this case, the cow is being simultaneously given subjectivity by an unseen speaker (the card/speaker addresses the cow in the second person–you) and is immediately objectified (made an object by the card/speaker telling the cow how useful it is as food and whatnot). So the humor is in the unexpected collision of these two states of being that are bestowed upon the cow: it is given subjectivity only to have it taken away in the service of a human smile.

It is also funny because it combines admiration and brutal honesty. The narrator of the card is writing this ode of appreciation to the cow because it can be killed and used for food and clothing and other human needs. The narrator is defining what the cow is in human terms. It is appreciating it for its lack of agency–its lack of subjectivity–even as it ironically addresses it as if it is a subject, not an object.

Expanding the Analysis

Of course, the entire card objectifies the cow–an icon both standing for itself as an individual who can be addressed (although not easily interpellated*) as a singular subject, as well as a representative of an entire category of non-human animal. The cow is an object that conveys humor to the reader, the consumer of the card. Who is a human. Who identifies with the sentiments expressed on the card in the act of chuckling at their meaning. Haha, cows are delicious and useful! That cow doesn’t know what it’s in for…ha! The narrator could be interpreted as tricking the cow, first lulling it into a false sense of camaraderie (you implies that the speaker and the addressee are equal in the sense that they can communicate with one another as individuals), and then destroying those expectations built just moments before by putting the cow in the place of being a mere representative of a type. A class of animal that humans have categorically created to be the very things that the narrator is seemingly praising the individual cow for being: useful and delicious. See cow? You aren’t a person. You’re just an object. A thing with desired characteristics.

It’s quite an instance of animal cruelty, when you think about it. Albeit a funny one that only the humans are in on. Which is in turn exclusionary and therefore rather mean.
*I use interpellation here in the Althusserian sense, although I’m also twisting it. For Althusser, the subject is always already existent, created by social processes. While I think the subject still has to interact with the social situation in order to become a subject of the interaction (uptake/use makes meaning!). Althusser contends that the social interaction itself creates subjects; that the structure makes subjects of what the structure hails. Maybe…I’m a bit fuzzy on this, actually. Grad school was a while ago.

ANYWAY, since I am of the nihilistic relativist opinion that there is no way to absolutely know whether or not you are communicating with another species–or even another human being who is ostensibly of “the same” culture–it would be very difficult indeed for the narrator of the card to claim that the cow it is addressing was interpellated with the narrator’s use of “you,” even if the cow chose at that moment to serendipitously look over at the narrator.



Filed under Animals, Bovinity Infinity, Contemporary

Sure, but does it cut cow-shaped purple steaks?

I’ve never seen a purple cow
I never hope to see one;
But I can tell you anyhow,
I’d rather see than be one
~Gelett Burgess, 1895

We’ve been here before at contemporarycontempt: last year I expressed my unfettered childish glee upon seeing a purple cow in Wales…that turned out to be a horse in a blanket (itself a sight worthy of deconstruction). And now I bring you the elusive purple cow in brand form:

Who knew paper-cutters could be fanciful?

This modest tool carries on its box a purple cow, and proudly aligns itself with hereforeto unknown parent company “Purple Cows.” I have no analysis to speak of, I’d just like us to take a moment to look and contemplate and perhaps chuckle at this piece of material culture.

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Filed under Bovinity Infinity

Sartorial Bovinity: Quick, What’s the Opposite of a Monkey Suit?

Hospital of Make Believe: Bear and Monkey Expected to Make Full Recovery

These stuffed toys grace the display area of a non-profit that deals in durable medical equipment. They demonstrate the friendly, benign nature of a standard hospital bed, serving to cheer up the often more grim realities associated with such equipment. The monkey, especially, adds a note of whimsy by being dressed up as a cow. There is a (small?) trend in the world of stuffed toys to dress one animal species in the “suit” of another. This is generally received to be “cute,” but one wonders what other meanings and implications such sartorial animality has.

Perhaps it is cute because it is odd…odd to see one type of the general category of “animal” pretending to be another type. When humans pretend to be other animals, there is a different reaction, although perhaps I should compare this with humanoid dolls in animal “clothing.” In which case, it is seen to be cute, as well. My point was going to be that humans in Western culture see themselves as set apart from the general category of “animal,” which lumps together all others. It is just difficult to trace out the various categorical intersections, interstices, and radical separations without delving into extreme fieldwork that involves thousands of participants. So I will leave it at this:

What do you think of the monkey above, of animals pretending to be other animals, and of representations of animals (especially those used in play) being dressed up as other animals? And finally, is the other animal necessarily also Other?

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Filed under Animals, Bovinity Infinity, Contemporary

Beef So Fresh It’s a Cash Cow

Turning life into food isn't free

First, a disclaimer–this is neither well-thought out nor well written. Also, here is the NPR article that goes with this picture. Photo credit is Greg Zabilski/ABC. Now to the somewhat predictable spin-off rant:

The host of this show (human pictured above) apparently wants people to think about what they are eating. And to think about it as a good American consumer would: in terms of how much it costs. This is veiled in the guise of encouraging more healthy eating (does cheaper automatically equal less healthy?). I’m not criticizing his project as a whole, just pointing to a few implications it has, or, more accurately, the delicious implications of the image above. (I’m also not criticizing the NPR story, which is focused on different issues and is worth reading for itself, especially if you want to know more about the TV show that this image is from.)

I frequently (some might say obsessively) use bovines to explore a lot of cultural issues, and this image and its accompanying article smacks you in the face with a few of them: animals-as-food, commodification of life, and placing monetary value on the spoils of death, to name a few. This cow is being used as a powerful device to illustrate to people how much they are paying for which cuts of meat. It is powerful, for one reason, because the connection between the live animal and its edible products are normally not illustrated so graphically. Cash value has been physically inscribed on a live animal that will, ostensibly, be killed and eaten. This cow stands for the idea of nutritional value for one’s money, and stands for all the beef that Americans consume. (I do wonder if the show at all addresses how value is added to cattle and the various cuts of meat they become…and this reminds me that I should really re-read and do a book review of Shukin’s Animal Capital.)

Honestly, I just love how blatantly monetary value is inscribed on this animal–it becomes a thing, a commodity, right before our eyes, even as it continues to embody movements that might be construed as independent and life-like. But this animals isn’t given a subjectivity of its own. Rather, it is made an object of education; a symbol of itself as a heavily used commodity in the U.S., of American eating and spending habits, of many things, just in this one image. The human next to it uses the animal and makes it mean certain things for his audience; lays his hand on its shoulder as if its body were a blackboard–as, indeed, it has been visually manipulated to become. It is on a leash, and at any moment the man can pick up the other end and have this mobile blackboard tethered to him–the man is in control of this might-as-well-be-dinner educational tool. (Unrelated note: wtf is with the washing machine in the right-hand corner?) This animal is marked for consumption–both as a commodity and as an eventual collection of differentially priced food items.

I just find this all very interesting, is all, and when I come across images such as this one which so clearly capture America’s relationship with food animals and consumerism, I squeal a little inside and have to share it. Mmm…semiotics!


Filed under Beginning of the Body, Bovinity Infinity, Commodification, Contemporary, Media, Television and Movies

We interrupt this hiatus to bring you an international moment of bovinity

While on the bus from London to Cardiff, I was taken with the many drizzle-drenched fields and forests, the grazing sheep and frolicking lambs along the way. But something gave me pause and a rush of childish excitement.

I saw a purple cow.

Don’t try to tell me it was just a horse in a poncho–I KNOW WHAT I SAW!!!


Filed under Bovinity Infinity, Contemporary