Do you care that you’ve killed a rabbit?!

There is no denying that animal’s lives do matter and sometimes the value of animal lives can even overshadow the value of human lives but often this challenged through exploitation and mistreatment of animals for human benefit.

Amongst the most commonly publicised mistreatment’s are the inhumane slaughter of cows and other livestock for commercial meat sales and the poor living conditions of chickens and the issues surrounding the definitions of “free-range”, “grain fed” etc. eggs. An issue that everyone is aware of but is often glanced past is the issue of cosmetic testing on animals.

Due to an ever increasingly health conscious society, in recent years the growth of veganism has risen, especially amongst females. Many of these women consciously reject meat, dairy and other animal products from their diet and they have stopped buying fur and leather goods but many forget the origins of their cosmetic goods. Whilst the make-up itself many not have derived from animals, many finished products (and/or their individual ingredients) are frequently tested on animals overseas before making their way to Australia. There are many established global brands such as Clinique, Colgate, Dove, Neutrogena, Rexona and MAC, which are all revered despite still testing their chemically produced goods on animals.

Millions of rabbits, rodents, cats and dogs burned, poisoned and killed in painful and unnecessary tests each year for the sake of cosmetics and toiletries development and commonly performed cosmetic tests include skin and eye irritation tests where chemicals are rubbed on shaved skin or dripped into the eyes without any pain relief.

In 2014, performance artist Jacqueline Traide was tortured like an animal in a live performance piece in London to raise awareness for animal cosmetics testing. It fore fronted the issue in a highly confronting manner, the young woman endured 10 hours of experiments, which included being restrained, having her hair shaved and irritants squirted in her eyes and being force-fed and injected with cosmetics in front of hundreds of horrified shoppers. It was part of a worldwide campaign by Lush Cosmetics and The Humane Society and it created international headlines.

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Followers. Likes. Shares. Insta-famous. #goals

Instagram began as a platform for sharing photos but has now developed into tool for affirmation and reassuring users that their life is worthwhile, that it is #goals and that they are attractive and people want to be like them. It also gives rise to a greater level of societal narcissism and possesses a hierarchy of fame based on attention and visibility where the amount of followers act as a status symbol. Young people no longer perceive popularity based on how many actual friends they have but instead seek approval and accomplishment from statistics of a high followers list and the amount of ‘likes’ a post may get.

It is driven by not only physical appearance such as their face and body but has also become a means to show of wealth, class and status, relationships – all things people use to leverage themselves above others.

“Not only does follower number literally measure popularity; it also implies a level of influence, visibility and attention” (Marwick, 2013).

The increasing prominence of social media has led to a shift in celebrity culture with the rise of ‘micro-celebrities’ (Ordinary people using celebrity strategies and social media platforms to build a profile) and Instagram is now defined by a select few which have generated a widespread following through offering interesting, exciting and highly glamourised photos of their supposedly ideal lifestyles.

Instagram users have shared over 30 billion photos to date, and now share an average of 70 million photos per day. The current generation of millennials are so eager to embrace online notoriety as a form of stardom and they come in all sorts of categories such as fitness models, models, fashion and beauty bloggers, attractive people with envious life styles, frequent travellers and foodies.

We also now live in a time where ‘social media influencer’ is now a job description and these people are actively sought after by PR agencies and paid to post on social media. Whilst it seems easy to amass such a large following – just take aesthetic photos with popular brands or products, just take a few bikini or shirtless shots, take photos at the beach or of your lunch with an inspiring caption – it is deceptive because with over 300 million active users online it is hard to stand out. Everyday users are chasing this almost unattainable dream of becoming Insta-famous because it is such a normal thing these days.