Social and Behavioral Sciences Commons^™

'From Here To Everywhere': Foucault, Fonterra And Richie Mccaw (A Cow’S Tale), Chevy Rendell

Animal Studies Journal

This research paper attempts to provide a Foucauldian analysis of Fonterra’s television commercial ‘From Here to Everywhere’. With the cooperation of former All Black captain, Richie McCaw, ‘From Here to Everywhere’ is a play of power to construct a certain truth, that the dairy industry is the beating heart (and deliberately not the bountiful udder) of Aotearoa New Zealand’s economic and physical wellbeing. However, the Fonterra-McCaw narrative mystifies the often-violent realities of dairy farming while masquerading as natural certain ideologies, such as carnism, that perpetuate species and gender inequality. The recent Mycoplasma bovis outbreak in New Zealand inserts a measure …