FAST FOODS 9
Themodern lifestyle is fast paced and this leaves little time for peopleto engage in other activities such as eating, meaningfully. This hassupported the culture of fast foods. The fast foods seek to providepeople with food conveniently and affordably. The fast foods increasechances of people choosing to eat at fast foods by enhancing thetaste of the foods. This enhancement has led to addiction as peopleseek to maximize pleasure by eating tasty foods (Southerton,2011).The foods are processed in such a way that people can convenientlyeat the food without worrying about taste and thus, they easily getaddicted.
Fastfoods prepare processed foods which are easy to cook and cheap thisincreases profits and gets people addicted, enhancing the chances ofpeople to continue eating at fast foods. The processed foods haveenhanced taste and appeal and this is what helps in getting peopleaddicted (Pietrykowski,2009).Meat is a common food in fast foods. However, the meat has no moralvalue of creating social bonds. The meatis aimed at increasing individual pleasure and satisfyhuman greed. The meat is thus processed so as to improve on thetaste. The taste is what gets people addicted and thus replaces thevalue of meat in creating and sustaining human bonds.
Junkfood has always been preferred over healthier food because of thetaste and excitement that the food gives the users. Although the foodhas no nutritional value, people still eat it due to the taste andthe advertisements that attract people to the food. The use of foodof any nature that brings satisfaction is scientifically proven to bea chemical process that is meant to increase pleasure and reducepain. The tradition of eating unhealthy foods is thus connected tothe satisfaction derived from the food. Scruton and Moss agree thateating junk food has no social value, but only serves to reducehunger and increase pleasure and has no ethical value.
Accordingto Scruton, eating is an ethical process that includes social bondingand the value attached to the food. He argues that the rise of fastfoods has moved the eating process from eating to feeding. Thisimplies that the eating process is just about fulfilling one’shunger and not enjoying food. Scruton’s argument is that peoplenowadays eat for purposes of just increasing pleasure and this is whymeat is a common food, as it increases pleasure (Scruton,2008).He says that the rise of junk foods has removed the moral value ofeating food from the process and only serves the intrinsic value ofreducing hunger.
Onthe other hand, Moss argues that the process of eating is purelyscientific and junk foods take advantage of this process efficiently.Eating is a chemical process that involves the secretion of serotoninin the brain, which increases the pleasure (Moss,2013).Fast foods have learnt how to stimulate the release of this hormoneand the food prepared has no much nutritional value, but it has a lotof intrinsic value. The aim is to satisfy human desire for pleasureby increasing the release of the hormone serotonin.
BothMoss and Scruton agree that the rise of junk food is occasioned bythe ability of people to get addicted to the junk food throughsatisfaction. Scruton argues that human beings are moral beings andthis is what contributes to the way meat is eaten. The moralizing ofthe eating process involves the presentation of food, manners, andtradition. This is what makes meat attractive and the process ofeating becomes pleasurable (Scruton,2008).Moss, on the other hand, is of the opinion that food manufacturersand marketers appeal to the intrinsic value of human beings ofseeking pleasure (Moss,2013).This is tied to the presentation of food as argued by Scruton, whichmakes food attractive and thus, gets people addicted. The addictionto food is as a result of its appeal to human senses.
Compassionatefarming of animals also leads to a moral process of eating meat.Human beings keep animals and treat them well as they grow. Theanimals interact with human beings and the bond grows strong. Whenpeople decide to eat an animal, it is presented in a differentform that appeal to human beings and invite them to feed on theanimal (Southerton,2011).This appeal to the senses is what drives human beings to eat meat incelebration, despite the value attached to the animals when they arealive. Moss says that the food manufactured by most companies is nowbased on increasing the sugar level so that when people eat the food,they get an unknown satisfaction from the food eaten (Moss,2013).
Accordingto Moss, junk food is designed to give the eater the desire to eatmore and enjoy the eating process. The emphasis of the manufactureris on the taste and not the nutritional value. This is becausemanufacturers are aware that people enjoy the eating process and theycannot enjoy the food if it does not appeal to their tastes (Carrier,2012).The idea is to increase satisfaction and not the nutritionalsignificance of the food. The manufacturers of junk food and fastfood outlets are aware that the eating process is about pleasure.They thus, place the pleasure principle ahead of the nutritionalvalue of the food.
Scrutonargues that human beings attach a moral value to the eating process.The act of eating is attached to the value of human beings to sharefood with others so as to mark an important event (Scruton,2008).This morality is removed in a fast food eating process, which has noceremonial value, but only seeks to bring satisfaction. This is whyfast foods have meats stuffed into them as a way of ensuring thatpeople get the most pleasure out of the food, as the eating processis devoid of the ceremonial attachments that come with eating. Themeat eaten may not be from an animal that was well taken care of andthis is because eating in fast foods does not observe the eatingprocess of presentation and bonding.
Accordingto Scruton, most farmers treat their animals with respect during theprocess of slaughtering the animal. This is because of the bondcreated during the lifetime of the animal. The farmers in this caseeat the animal with respect and the animal is only slaughtered forpurposes of creating social bonding occasioned by the eating process(Scruton,2008).The value of human bonding supersedes the bond between human beingsand animals. However, the fast food process does not observe thebonding and his is why the meats at fast foods are not healthy due tothe addition of chemicals to improve their taste and encourage peopleto eat. Moss argues that food manufacturers replace the valueattached to food by appealing on the value of pleasure by humanbeings. This is what perpetuates the fast food industry. The aim offast foods is to ensure that people remain hooked to the food byappealing to the senses.
Traditionally,meat was eaten to entertain relatives and friends. The value attachedto animals was based on the need to improve on relationships and itwas shared using the bond created between the farmer and the animal.However, the fast food industry is only concerned about entertainingstrangers by using the cheapest way (Carrier,2012).Meat has become an object of entertainment rather than a source offorming a bond. Those in the fast food industry create the bond byensuring that the meat is sweetened and affordable. This argument isfurther propelled by Moss who argues that the fast food industryreduces the nutritional value of food by sweetening it withsubstitutes, which reduce cost and increase taste so as to get peopleaddicted. The bond created between fast foods and their customers isartificial and is based on the ability to appeal to the need forhuman pleasure.
Accordingto Moss, people get addicted to fast foods not because they createany nutritional or social value, but because of the taste in thefood. Modern life leaves little time for bonding and people eat tosatisfy hunger. The fast food industry promises to satisfy hunger ina pleasurable way and thus, the process of eating is enhanced byincreasing pleasure and not by offering quality foods (Moss,2013).This is the same principle applied when eating meat in the fast foodindustry according to Scruton. The meat served in a fast foodindustry, where meat is used as a gift with no value other thanentertainment. Scruton argues that fast foods are only concernedabout entertainment and they thus package meat in the mostentertaining way so as to appeal to human pleasure. This is whypeople like eating at fast foods because the meat is packaged forpleasure and satisfaction, and not for personal bonding or ceremonialpurposes.
Fastfoods package their foods in such a way as to satisfy human greed.The greed is best satisfied by increasing pleasure, which is enhancedthrough improved taste. Human greed seeks to satisfy the human needfor pleasure and this is what the fast food exploits. The industry isaware of human greed and the industry satisfies the greed byimproving on taste and this appeals to human greed. This is whatresults in addiction as people seek to satisfy their greed using thesweetest means that all times. The process of satisfying greed isenhanced by improving on taste, leading to addiction (Arnold,2009).
Thefast food industry often processes meat so as to enhance the taste.This is what removes the morality in the meat and enhances taste. Thefood manufacturing industry processes meat and this reduces itsnutritional value and increases its taste and appeal. The purpose ofprocessing is to make meat cheaper and improve on the taste. The meatthen appeals to many people as it is affordable and tasty (Scruton,2008).It appeals to the human intrinsic value of seeking pleasure. Humanbeing are often concerned about tasteand this is even more appealing when affordable. Although thisremoves the moral value of meat, it perpetuates the needs of the fastfood industry of getting people addicted.
Processedfoods are tasty and they are oftencheaper and easier to prepare.The fast food sector takes of the twin advantages of getting peopleaddicted to their food. Fast foods are convenient and this issuitable for the modern people who eat for purposes of reducinghunger. Fast foods must cater for the needs of the high demandoccasioned by the convenience of fast foods (Arnold,2009).The rise in competition, in the fast food sector makes it necessaryto appeal to human pleasure so as to get people addicted. The fastfood industry thus focuses on increasing pleasure and not nutritionby offering affordable foods, which are prepared quickly and they aretasty (Carrier,2012).The fast foods use processed foods, which have low nutritional value,but are high on taste and are easy to prepare.
Peoplein modern times are more concerned about satisfying their hunger andthey thus, eat foods in fast foods that are most appealing. Accordingto Scruton, meat was traditionally eaten in a certain manner andcontext to bring bonding (Scruton,2008).The purpose was to enhance human bonding and improve human values.Meat was thus eaten on special occasions. Thefast food industry now use meat for purposesof entertainment as meat is an appealing source of food. The industryis only concerned about making profits and this is why thenutritional and human value of meat is reduced so as to make it moreappealing and get people addicted. This is the main purpose ofprocessed meat.
Thepurpose of fast foods is to kill animals for the purpose ofindividual pleasure. This is in line with the human need forsatisfaction in eating as people are nowadays eating so that they cansatisfy their hunger. The fast food industry thrives through the needto increase individual pleasure. The pleasure is increased byreducing the nutritional value of food and increasing individualpleasure (Moss,2013).This is unlike the traditional need for eating, which was based oncreating social bonds and thus, increases pleasure through bonding.The fast food industry has no room for bonding by using food andpleasure is entirely based on the taste and satisfaction derived fromthe food.
Inconclusion, eating junk food has no human value, but only serves toreduce hunger and increase pleasure and has no ethical value. Thepurpose of the food is to serve intrinsic values in human beings andnot to improve on nutrition. Fast foods exist for purposes of servingthis need as argued by Scruton and Moss. The authors argue that fastfoods are devoid of any human value of sharing foods as well asnutrition. The foods are processed so as to increase their value oftaste and reduce cost. The reduced cost combined with improved tasteis important in creating convenience when a person wants to eat toreduce hunger.
Arnold,C. (2009). Ethicalmarketing and the new consumer.Chichester, U.K: Wiley.
Carrier,J. G., & Luetchford, P. (2012). Ethicalconsumption: Social value and economic practice.New York: Berghahn Books.
Moss,M. (2013). “The Extraordinary Science of Junk Food.” TheNew York Times. NewYork: The New York Times.
Pietrykowski,B. (2009). Thepolitical economy of consumer behaviour: Contesting consumption.London: Routledge.
Scruton,R. (2008). “ACarnivore`s Credo.”Harper’sMagazine. NewYork: Harper’s Magazine.
Southerton,D. (2011). Encyclopediaof consumer culture.Thousand Oaks, Calif: SAGE Reference.