The "Blackfish Effect" Part 7: Specific Goal

The final element of the Blackfish Effect is the ability to determine the effects of a movement (or film, speech, demonstration, etc) upon the intended issue. In the case of Blackfish and SeaWorld, it was very easy to measure the overwhelming negativity flowing towards the park. Stock value plummeted, attendance dropped, and revenue teetered. And although the documentary by itself cannot be credited as “the cause” of the change in society’s view toward captivated Orcas, the film was certainly the catalyst for the success of the movement. If it weren’t for such objective data, however, it would be very difficult to determine the documentary actual impact on SeaWorld’s later decision to begin plans to shut down the Killer Whale portion of its entertainment. By suggesting a specific goal (change in the treatment of Orcas in SeaWorld), Blackfish made it very easy to see whether or not the animal rights movement was succeeding in its desire to shut down the gross abuse of Killer Whales. Biggest take? Missions must have clearly communicated objectives; otherwise the movement becomes disjointed and incohesive. Blackfish provides a beautiful example of clear and highly effective communication, as we can see by its impact upon the study of social movements and the widespread recognition of the Blackfish Effect.