Image: Pit bull feet – TumblrThe media rarely cares about scientific research. They rarely care about good public policy, effective laws or even community harmony. They are overwhelmingly looking to drive a single outcome – to sell more (newspapers, advertising spaces, online advertising… whatever).
Which is why they so often appeal to the worst aspects of human nature; fear, aggression and prejudice. Those things that people feel passionately about and that can be easily manipulated into eyeballs on screen, or copies sold.
Sex – and other things that get people into a lather – is what sells media.
And if it’s not boobs, it’s often ‘personal safety’. Everyone feels passionately about themselves, their children and their pets being safe. That’s a no brainer. Crims, cons, hoons and terrorists. They’re all hot button words that make people feel less safe, so immediately evoke a strong reaction.
So when that loose, undersocialised dog inevitably gets himself in trouble, rather than look at it for what it actually is – a failure by a dog owner to keep his pet safe and people safe from his pet – it immediately gets processed as something all together more media churned.
DANGEROUS DOG…. (does something)
In nearly all cases, the dog isn’t inherently dangerous. The SITUATION could very well be though, and it doesn’t take all that much for an unsupervised dog to find himself in serious trouble.
However, a story about the importance of well-maintained fencing and socialising dogs throughout their lives, doesn’t sell papers. So the media call the dog ‘dangerous’ implying that there is something irremediably damaged about this dog’s psyche (rather than it chased, jumped, humped or fought in a likely natural, yet inappropriate fashion) and then often make a crude jump to breed being at the core of the problem.
The media push these stories out there, knowing that ‘pit bull’ – just like ‘hoon’ and ‘terrorist’ – is a hot button word that makes people rally with understandable anxiety…
… and I’m saying ‘understandable’ because it is. We all know what it’s like as a kid, to be chased by unknown dog that seems to be out for your! blood. Many of us know how horrifying it is to see an unknown dog set upon a loved family pet and hurt or even kill them. And some of us even unfortunately know what it’s like to be bitten by either a dog we know, or don’t know, and how terrifying it is if you feel you’re not able to defend yourself.
As it turns out, it matters little whether this dog is large or even small, a bully breed or a herding breed, a shepherd or a unidentifiable blend – what matters is how having that dog frighten or harm you, made you feel.
The media taps into that fear. They encourage your prejudice and in fact want you to spew spittle because that works for them. They connect the dots – that DANGEROUS dog is a PIT BULL.
Even if it wasn’t.
Even if you’ve never met one.
This is a screenshot of the Redcliffe & Bayside Herald’s ‘Biting Back’ campaign. Literally cashing in on people’s fear of injury from stray dogs, it worked to demonize the ‘pit bull’ as the cause of all their community’s dog problems. Citing several dog attacks as case studies for their campaign;
A ‘Riding for the Disabled’ pony who was attacked by a wandering dog. At the time of the attack the dog was described as a ‘brindle-coloured dog”
A ‘teacup’ poodle which was killed at an off-lead beach, by a dog described as a ‘staffy cross’.
A small shih tzu dog who was attacked, but survived with terrible injuries, by two dogs who were described as staffordshire crosses.
… and a family pet who was killed. By what is described as a pack of wild dogs.
Even though none of these dogs were identified as ‘pit bulls’, the Redcliffe & Bayside Herald worked hard to turn public opinion against ‘pit bull’ dogs.
This report is part of the Redcliffe & Bayside Herald’s Biting Back campaign, which launched on August 17 in response to an increasing number of dog attacks in the Moreton Bay region.
Moreton Bay Council refuses to ban pitbull terriers until they prove to be a problem
Pitbull terriers won’t be banned from the suburbs of Moreton Bay Regional Council.
Moreton Bay Regional Council has ordered a rethink into their stance on dangerous dogs following a campaign started by the Redcliffe and Bayside Herald.
Pit bull terriers to be banned by Moreton Bay Regional Council
Moreton Bay Regional Council has moved to ban pit bull terriers following the Redcliffe Herald’s Biting Back campaign which highlighted a spate of dog attacks on the Peninsula.
Nevertheless, they have succeeded in their campaign to rid the council area of ‘pit bulls’ – who at last count numbered 13 individuals – with Moreton Bay Regional Council now banning the already restricted breed dog.
Council bites back on restricted dogs and will ban certain breeds
The Redcliffe Herald first campaigned for action in 2011 after a spate of dog attacks in the region, including an attack on a Riding with the Disabled pony.
And they have the chance to post not one, but two cliche’d ‘pit bull’ pics on their homepage in celebration;
Well, congratulations to the Redcliffe and Bayside Herald for your campaign to generate funds off peoples’ natural and understandable fear of being injured, or having their famillies injured, by unknown, roaming dogs.
You should be proud to hold your head up high and celebrate taking the opportunity to spread hate and disproven breed generalisations that will literally kill happy, friendly dogs for how they look.
What’s more, have yourselves a Friday beer and a pat on the back for taking an active role in sending your community into a quagmire of expensive legislation that has failed in every instance to make the community safer.
Bravo to you.
No really. Credit where credit it due. Well done guys for shafting both pets and owners and making a nice, quick buck on the side. Enjoy your weekend.
