Going with the Flow: Assessing How Zoos and Aquariums Communicate Information About Marine Animals Without Faces (MAWFs)

Aquariums feature a variety of marine animals, including those without an identifiable face – or any face at all. We know from the four characteristics that influence empathy (see Best Practices in Developing Empathy Toward Wildlife), that the ability to identify an animal’s face – also known as coherence – is a key factor for feeling empathy for the animal. Marine animals without faces are some of the most important creatures maintaining the ecological balance in marine environments. How these animals are depicted across conservation organizations may impact public perceptions and conservation efforts. The authors assessed how these animals were presented online on the organization websites of institutions accredited by the Association of Zoos and Aquariums (AZA). They found that five general categories for characterizing the animals emerged: scientific social distancing, beautiful and eye-catching,  grotesque, otherworldly, and strange, brainless beauties, and (5) objects of touch, entertainment, and experience. While some in-person experiences such as touch tanks may support empathy outcomes in visitors, the way these animals are discussed in online species profiles may be contributing to objectification of the animals, impacting conservation outcomes.