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

Marine animals without faces (MAWFs), 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. We assessed the online presentation of sea stars, jellies, and corals among all public websites of institutions accredited by the Association of Zoos and Aquariums (AZA) (N = 237). Among the organizations with an aquarium (n = 125), only 55 (44 percent) profiled at least one of the three animals, resulting in 89 total profiles. Five general approaches to characterizing these animals emerged: (1) scientific social distancing, (2) beautiful and eye-catching, (3) grotesque, otherworldly, and strange, (4) brainless beauties, and (5) objects of touch, entertainment, and experience. While some practices, like touch exhibits, can support empathy outcomes among visitors, online profile practices may contribute to the objectification of these animals among visitors, which could ultimately impact conservation attitudes, intentions, and behaviors.