Nutritionally, peta has a point. Yet alcohol abuse has become such a serious problem on college campuses that the ad enraged thousands of people. "It's an irresponsible, recycled publicity stunt that literally puts cows before kids. It's appalling," Wendy Hamilton, the president of Mothers Against Drunk Driving, said. "For Christ's sake, lighten up,'' Newkirk replied, when I asked her about the campaign. "We simply said that milk is so pathetic that there are even more nutrients in beer. madd should be happy–they got more press than they ever could have hoped for. We didn't know they would come after us, but I am glad they did. We are always disappointed when people don't come after us.''
...
Naked women also play a central role in peta's demonstrations and advertisements, and if a political organization can be said to have a muse, then the actress Pamela Anderson is peta's. In March, she appeared on a gigantic new billboard in Times Square, wearing three strategically placed lettuce leaves. ("People enjoy sex,'' Newkirk explained. "It's a big part of human nature. So we appeal to that as often as we can. And who could ask for anyone better than Pam? People drool when they look at her. Why wouldn't we use that? We need all the drooling we can get.")
...
Newkirk loved the notoriety, and still does; jousting with the media thrills her. "We are complete press sluts,'' she told me. "It is our obligation. We would be worthless if we were just polite and didn't make any waves." On several occasions during our interviews, she asked if I was looking for any particular kind of quote or theme. I didn't understand what she meant, so she explained: "Well, you know, that Reuters reporter was so thrilled when I told him my position on hoof-and-mouth disease. Don't you need something like that, too?" (Two years ago, when an epidemic of hoof-and-mouth disease terrified Europe and forced farmers to kill millions of animals, Newkirk made no effort to hide her delight. "I openly hope that it comes here,'' she said. "It wouldn't be any more hideous for the animals–they are all bound for a ghastly death anyway….It will bring economic harm only for those who profit from giving people heart attacks and giving animals a concentration-camp-like existence.")
...
That raises the question of whether peta's shock tactics and abrasiveness might be so unsavory that they offend many of the very people the group wishes to attract. One day, I put that question to the *********** Peter Singer, whose book "Animal Liberation" (1975) is often credited with inspiring the modern animal-rights movement; Newkirk told me that it persuaded her to start peta. "Publicity is a tactic that has worked well for them,'' Singer said. "Ingrid constantly risks offense, but she seems to feel it does more good than harm." In fact, Newkirk seems openly to court the anger even of people who share her views. "I know feminists hate the naked displays," she told me. "I lose members every time I do it. But my job isn't to hold on to members, as much as I'd like to–it's to get people who just don't give a damn about this issue to look twice.'' The truth is that extremism and outrage provide the fundamental fuel for many special-interest groups. Nobody ever stopped hunting because the National Rifle Association supports assault weapons; many of those who oppose abortion are appalled that people in their movement commit acts of violence, yet they are not appalled enough to support abortion. The same is true with peta, and Newkirk knows it; a vegan isn't going to start eating meat or wearing fur simply because she disapproves of a naked calendar.