Blackfishand SeaWorld: A Case Study in the Framing of a Crisis (original) (raw)

Whale Wars and the Axiomatization of Image Events on the Public Screen

The essay interrogates Animal Planet’s television show Whale Wars, and the use of footage from that show in a commercial for one of the network’s other shows, How Stuff Works, to examine the way these texts interact within the public screen. I argue that the (re)presentation of whale kill footage further instantiates an image event as a commodity and rhetorically reconciles the image event into a capitalist ideology counter to the social movement message constructed on Whale Wars*and by proxy allows the image event to play out only via a profit-motive tied to the death of the whale.

Mindbombs of Right and Wrong: Cycles of Contention in the Activist Campaign to Stop Canada's Seal Hunt

Environmental Politics, 2011

Activists use emotional language and images – what Greenpeace co-founder Bob Hunter coined ‘mindbombs’ – to convince people that some actions are wrong, morally and environmentally. For instance, for over 50 years anti-sealing activists have employed mindbombs to transform seal pups into babies and seal hunters into barbarians. Although ‘image politics’ contributed to the decline of the Canadian sealing industry in the 1980s, its effectiveness has been – and continues to be – rocky, particularly as pro-sealing voices counter with competing claims of cultural rights, traditional livelihoods and sustainable use. Drawing on Tilly and Tarrow's ‘cycles of contention’ framework, this article argues that controlling and predicting the global uptake of messaging is becoming harder as activists operate in an increasingly crowded discursive landscape, as campaigners and counter-campaigners articulate scientific and moral frames that resonate differently across changing social and cultural contexts, and in light of globalising markets, transnational networks and changing media.

PETA, rhetorical fracture, and the power of digital activism

Public Relations Inquiry

Starting in 2013, SeaWorld faced a public relations disaster with the release of the documentary titled Blackfish that accused the company of mistreatment of its orcas. SeaWorld attempted to respond and rebuild its credibility, but activist group ‘People for the Ethical Treatment of Animals’ (PETA) doubled down on the corporation through its rhetorical shock tactics, deepening the organization’s woes. The PETA/SeaWorld controversy does more than provide another example of poor corporate public relations decision-making made in light of an activist group’s savvy use of digital technology. We argue that the case helps explain how digital technologies fundamentally change activism, whereby activists can use rhetorical fracturing, or quickly using digital media to puncture a target’s narrative, to create messages that challenge an opponent’s legitimacy to cultivate public opinion, thereby pressuring corporate policy change. Recent activism scholarship points out how digital media transf...