It seems these days the plight of animals is something rarely discussed in mainstream media, and if it is, it is often dismissed. For one thing I would like to make a note that at least people DO find the torture of an innocent animal an outrage. However, as you say, the majority of people do not extend this sympathy beyond the domestic companion animal. No matter if it is a dog, a cow, a sheep, a bird or fish, all of these creatures have the capacity to suffer and feel pain.
What I find outrageous is that it has become the 'norm' to ignore the pain of some animals and not others. The torture of bulls in Spain is yet another example of animal cruelty that NEEDS to be stopped.
However we need only look in our own backyard (or dinner plate) at issues such as live export of Australian animals, circuses, rodeos and of course the biggest issue of cruelty, the intensive farming and slaughter of domestic animals used for meat. The more people educate themselves on these issues, the more they may come to realise the 'elephant in the room' and how animal cruelty occurs everyday without even a mention in the media or concern from officials.
It is up to us to help those who are helpless and take a stand against animal cruelty.
Jessie Lee Tang