https://www.youtube.com/watch?v=kupi0IfUbJI

For this post, I will focus on SeaWorld’s new mission statement, released in video format on August 24, 2017.

1. This video focuses on taking steps to save the planet and improve life on Earth. It conveys a positive, fun experience that they hope will inspire their audience to get on board with. They show videos from outside of the Park, itself, and focus on their philanthropic work outside of their walls.

2. I believe ideological criticism would be needed as well as maybe cultural criticism. SeaWorld’s ideology is vital to their response to criticism they receive. What they do evolves from what they believe. CUlturally, they must deal with problems arising from the millennial generation and Gen Z, both of whom must be marketed to differently than past generations.

3. SeaWorld so far has made families their main concern. With this particular video, it was interesting to see how they pushed their philanthropic work outside of the park to the forefront. I want to dig deeper into this part of its work and maybe ask the question, “What is SeaWorld doing right?” I haven’t had the best opinions about SeaWorld but I would love to have a change of mind.

4. The audience is potential SeaWorld employees, shareholders, customers, or anyone who is trying to find out more about the park. No prices are ever listed in their pitches; the “life-changing experiences” seem to cover the prices.

5. Some see SeaWorld as a great park with amazing opportunities to interact with marine life. Others see it as a greed-powered machine that exploits their animals for their own profit.

6. We are shown people having fun, getting close to the animals, and making a difference in their communities. The images show SeaWorld to be a life changing experience.

7. The video appeals to the interests of those looking to make a difference, animal lovers, or marine life enthusiasts.

8. I would like to present an analysis that leaves the reader sure of their opinion on SeaWorld. I have heard many come to its defense, but I want to see if there’s a good company that was perhaps struck blind by the Blackfish documentary. What does SeaWorld do in the world that does make a difference and accurately represents the struggles of marine life?

“Blackfish,” a shocking documentary released in 2013 that showcased the horrors of Orcas in captivity.

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• Exigencies: SeaWorld’s biggest issue is Blackfish, and more specifically, activists who believe that the park’s Orcas do not belong in captivity. When the documentary was released, SeaWorld first tried to attack the filmmakers and former SeaWorld employees involved in the movie. This was unappreciated by many as it mimicked the blame put on Dawn Brancheau, a SeaWorld trainer who was killed by Tilikum, one of the park’s most famous Orcas. SeaWorld has been charged to stop all breeding of captive Orcas and the show must go on with the Orcas currently at the park.
• Audiences: Animal rights activists, OSHA affiliated persons, SeaWorld fans, and many more have influence on the park. SeaWorld chose to ignore the documentary with no comment at first, which many saw as suspicious. A park dedicated to keeping marine animals safe should jump to the defense of their practices.
• Constraints and Assets: SeaWorld’s problem lies in the legitimacy of the documentary. It did not just focus on SeaWorld as a whole, but on Tilikum, a whale that had been through many parks and was known to bite. It was not that SeaWorld was blind to his behaviors, but that they did not care to protect their trainers, staff, guests, and even Tilikum, himself. It appears that they cared most about making money off of Tilikum’s performance.
• Rhetorical Situations: There are risks in anything that deals with wild animals. I believe another issue would be identity. SeaWorld, if it wishes to get back to its’ glory days, will have to find a new identity that focuses on preservation of marine life, not exploitation.

For my artifact, I have chosen a commercial released by SeaWorld on July 7, 2017.

The medium of delivery:

SeaWorld is famous for its’ commercials that show clips from dolphin and orca performances, interaction with different fish, and rides. The park has always pushed the “family values/childhood memories” agenda, and this commercial is no different. It appeals to millennials and urges them to “share your seaworld story”.

Ethos:

The commercial shows clips of SeaWorld operating at its highest points:

• no lines for the rides
• enjoyment of the food available
• instant responses from the aimals
• one-on-one instruction from SeaWorld trainers
• no prices are shown
• animals are on their best behavior when interacting with visitors and performing

It also shows a strong sense of community. SeaWorld has always been a family company, and in this commercial they push those communal values as well. The stars of the commercial all appear to be in their early teens on vacation with younger brothers and sisters or friends.

Pathos:

This commercial appeals to millennials, who are no longer the ages of the kids in the commercial. By doing this, the producers of the commercial are able to invoke nostalgia. Memories of going as a child to SeaWorld come back to their audience and they are invited to share their SeaWorld story. It appeals to family values as families are most often their target audience. Millennials with kids may find this commercial nostalgic enough to take their own kids to the park.

Logos: 

The producers focus on the main attractions at the park, such as the Dining with Orcas, Dolphin Show, and the rides. By doing this, they show the reality of the park, but do so without naming any prices or extra fees. They also encourage the audience to think back on memories that they have of SeaWorld that the park cannot replicate in a commercial.

For my paper, I will be analyzing SeaWorld, a United States chain of marine mammal parks. SeaWorld was under fire after the release of Blackfish, a 2013 documentary that threw SeaWorld’s less than stellar track record into the open. I will be focusing on SeaWorld’s reaction to the documentary and how/if they have changed their organization’s standards and beliefs as a result of the documentary.