Dairying's defence, that people might not understand what they are seeing, is not available to rodeo. There can be little room for misinterpretation of images showing an electric prod being used on a calf. But even if such practices are successfully banned, the sport is increasingly coming to be regarded as inherently cruel. It is becoming increasingly difficult to argue with that.
More to the point as far as rodeo's survival is concerned, we now seem to be seeing a mass exodus of sponsors. That phenomenon is likely to gain momentum, and that is what will kill it.
According to SAFE, LJ Hooker, Ray White, Harcourts, Firth Industries, Rock Gas, the Saddlery Warehouse, Placemakers and Meridian Energy have all pledged that neither they nor their franchisees will sponsor rodeos in the future, because they do not wish to be associated with animal cruelty or putting animals at risk. (Meridian said it was surprised to hear that it was listed as a sponsor, not having contributed to a rodeo since 2008).
Rodeo argues that its animals are well cared for when they are not performing for very short periods over the season, but insisting that many of those animals live what might are claimed to be privileged lives in return for providing entertainment is a little hard to swallow. Undoubtedly the rodeo season is the only time of the year when some animals, horses in particular, have much if any contact with people, but allowing them to exist unmolested for much of the year doesn't quite equate to equine luxury.
The sport accepts that some animals die, albeit rarely, and sees that as unfortunate, but insufficient cause for a ban. It is more reticent on the obvious fact that animals, whether they be horses, bulls, calves or sheep, perform as they do only because they are frightened. Some horses, and more particularly bulls, that achieve legendary status might develop a liking for throwing riders off their backs, but that's drawing a fairly long bow. And even if it's true, it does not apply to the bulk of the animal performers.
This year's Mid Northern rodeo has certainly supplied significant grist to SAFE's mill. It claims to have images of a bull crawling on its knees, calves being shocked with electric prods whilst confined in a chute, and a calf's body and legs being "wrenched" as a contestant tied legs together. Last week's 1News coverage showed a horse trying to climb out of a ring.
Within hours of SAFE releasing those images on social media, it says, rodeo sponsors reported receiving hundreds of emails from members of the public.
The case for the defence might include the fact that rodeo is based on bona fide skills, albeit skills that applied, and still do no doubt, more to the American West than New Zealand. The sport makes no secret of its affection for the American cowboy culture, which has never been a true part of animal husbandry in this country.
Breaking horses by means displayed at a rodeo, if ever in vogue, has well and truly been discredited, however. Roping calves no doubt remains a valid practice (at least in America), and those that find themselves being thrown to the ground and hog tied in a rodeo ring can at least be grateful that that is not followed by branding, which is the only reason they are roped in such a fashion in the real world.
Riding bulls, whether or not they are goaded before being released, seems little more than gratuitous, an opportunity for riders to display their ability to conquer an animal.
It is difficult not to agree with SAFE that rodeos deliberately subject animals to fear, stress and torment, that they are a cruel and outdated spectacle, each and every event compromising modern standards of animal welfare. Sponsors are clearly coming to the same conclusion, or at least do not wish to offend their existing and potential clients by being associated with it.
Meanwhile more than 62,000 people signed a petition last year, calling on the government to ban rodeo, followed a few months later by a survey showing almost 60 per cent opposition to the sport. And for all rodeo's protestations of responsibility and compliance, the MPI confirmed in November that eight events breached the Rodeo Code of Welfare in the 2014/15 season.
That would seem to suggest that unless animals are abused beyond the provisions of the code of welfare, rodeo doesn't really work. Unless of course some people get their jollies by torturing captive animals.
Whatever the rights or wrongs, rodeo's days are clearly numbered. Public sentiment will eventually prevail, and the fact that sponsors are now turning their backs will only hasten the process. And that's a good thing, There is no question that some rodeo competitors are extremely skilled. The sport routinely provides evidence of high-calibre horsemanship, and there is a place for that, even if there is really no longer any need in this country for such a skill.
In this day and age, however, some people's attitudes towards other living things have become a genuine cause for concern. Animal cruelty is a problem - anyone who doesn't believe that should take note of this year's SPCA List of Shame, which can be guaranteed to make grim reading - and one has to wonder what rodeo does for those who already have a penchant for animal abuse.
When rodeo is banned, as it will be, we will not lose anything of value to society. It will just be a sign that treating animals as objects is no longer acceptable. Hopefully that day will come sooner rather than later.
