Lions, Whales, and the Web: Transforming Moment Inertia into Conservation Action

I have a new paper out today with an incredible team of co-authors: Naomi Rose, Mel Cosentino, and Andrew Wright.

Thaler and friends (2017) Lions, Whales, and the Web: Transforming Moment Inertia into Conservation Action. DOI: 10.3389/fmars.2017.00292.

In it, we look at three case-studies of online and offline reactions to the deaths of specific, charismatic animals, and discuss how preparation, planning, and tactical thinking can be used to promote effective conservation messaging in the wake of these haphazard events. We talk about how outrage, empathy, and curiosity play a role in the global conversation and how to effectively mobilize this attention into conservation action.

Conservation activism following moment inertia is a balancing act between strategic planning and a quick, tactical response. When the catalyst is moral outrage, it is important to allow people to be angry, rather than to try and curb such responses. In these circumstances, it is possible to leverage predictable moral signaling into tangible conservation gains.

Regardless of the emotional reaction—outrage, curiosity, or empathy—the general guidelines for conservationists leveraging moment inertia are the same. First, planning for pseudorandom events is essential to produce meaningful outcomes. Second, understanding the limitations of campaigning on an inertial moment will help establish and achieve concrete, realistic goals. Third, the call to action must be informed by the local context, address local cultural values, and be delivered by those who can connect with the public. Finally, it is critical to maintain a factual basis while acknowledging the emotions involved.

With foresight, a focus on concrete goals, and an understanding of the strengths and limitations inherent in moment inertia, these events can be harnessed to help achieve lasting conservation successes.

Thaler and friends (2017)

What is Moment Inertia: Moment Inertia is a phenomenon that arises from focus of attention around a single, clarifying event, or moment, which propagates, undirected, through media unless acted upon by outside forces.

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Gills Club Shark Tales: An online and in-person sharkstravaganza 19-20 September at NEAQ!

Note:  This post has been updated on 18 September 2017.  

Friends, Researchers, Countrywomen, lend me your ears!

The Atlantic White Shark Conservancy and New England Aquarium are hosting a completely free two-day event, 19-20 September, featuring an amazing line-up of shark scientists and enthusiasts, including:

Keynote Speakers:

Susan Goldberg – Editor in Chief of National Geographic Magazine

Wendy Benchley – Renowned global voice for shark protection and co-founder of the prestigious Peter Benchley Ocean Awards.

Gills Club Science Team Speakers:
Dr. Michelle Heupel – Australian Institute of Marine Science
Dr. Alison Kock – South African National Parks
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Welcome to #JacquesWeek 2017!

Jacques Week begins this Sunday, July 23, 2017! Join us for a week of celebrating classic Jacques Cousteau Documentaries, discussing ocean science and conservation, and celebrating all things Big Blue! Most of these films are available online. Some will require purchase. We’ve provided links to the for-purchase options and alternates if you can’t find them. Links to all available films can be found at the JacquesWeek2017 YouTube playlist.

Sunday, July 23

  • 20:00 EST – The Undersea World of Jacques Cousteau: The Water Planet
  • 21:00 EST – The Undersea World of Jacques Cousteau: Beneath the Frozen World

Monday, July 24

  • 20:00 EST – The Undersea World of Jacques Cousteau: The Incredible March of the Spiny Lobster
  • 21:00 EST – The Undersea World of Jacques Cousteau: Blizzard at Hope Bay

Tuesday, July 25

  • 20:00 EST – Southern Fried Science Discussion: Introduction to the Silent World
  • 20:15 EST – The Silent World (alternate: World without Sun)
  • 22:30 EST – Southern Fried Science Discussion: Understanding the Silent World

Wednesday, July 26

  • 20:00 EST – The Undersea World of Jacques Cousteau: Life at the End of the World
  • 21:00 EST – Jacques Cousteau Odyssey: The Nile, Part I (alternate: The Undersea World of Jacques Cousteau: Those Incredible Diving Machines)
  • 22:00 EST – The Undersea World of Jacques Cousteau: The Desert Whales

Thursday, July 27

  • 20:00 EST – Jacques Cousteau Odyssey: The Nile, Part II (alternate: The Undersea World of Jacques Cousteau: The Legend of Lake Titicaca)
  • 21:00 EST – The Undersea World of Jacques Cousteau: 500 Million Years Beneath the Sea
  • 22:00 EST – #ThrowbackThursday: Jacques Cousteau on Atlantis and Cognac

Friday, July 28

Jacques Week is not associated with any of the Cousteau organizations. It is a purely grassroots celebration of the man who brought ocean adventure, science, and conservation to the world.


Hey Team Ocean! Southern Fried Science is entirely supported by contributions from our readers. Head over to Patreon to help keep our servers running and fund new and novel ocean outreach projects. Even a dollar or two a month will go a long way towards keeping our website online and producing the high-quality marine science and conservation content you love.

How would the elegant Trochus wear its jaunty red knit cap for #JacquesWeek?

#JacquesWeek. Be there. 


Hey Team Ocean! Southern Fried Science is entirely supported by contributions from our readers. Head over to Patreon to help keep our servers running and fund new and novel ocean outreach projects. Even a dollar or two a month will go a long way towards keeping our website online and producing the high-quality marine science and conservation content you love.

It’s here! The Official Schedule for #JacquesWeek 2017!

Jacques Week is only a week and a half away! Join us, beginning July 23 for six nights of classic Cousteau documentaries! From the very earliest films to his last adventures, Jacques Cousteau set the standard for underwater film, adventure storytelling, and conservation messaging. So batten the hatches and haul the sheets, it’s going to be an exciting journey!

Some of these films are available online. Some will require purchase. We’ve provided links to the for-purchase options and alternates if you can’t find them. Links to all available films can be found at the JacquesWeek2017 YouTube playlist.

Jacques Week is not associated with any of the Cousteau organizations. It is a purely grassroots celebration of the man who brought ocean adventure, science, and conservation to the world.

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#JacquesWeek returns July 23, 2017!

I am pleased to announce that Southern Fried Science will once again host Jacques Week, an ocean lovers’ alternative to Shark Week. Three years ago, on a bit of a whim, we launched Jacques Week, an effort to not only provide a respite from the blood-in-the-water, often fake documentaries of the premier basic cable ocean event, but to give us a chance to celebrate what makes ocean documentaries great–compelling stories, stunning visuals, a bit of human connection–with the greatest ocean filmmaker of them all: Captain Jacques Yves Cousteau.

We’ve selected a series of classic Cousteau films to watch together from July 23, 2017 to July 28, 2017. As always, we go to great efforts to find ones that are available online, but we have also selected several that are only available through purchase. Since it’s becoming harder and harder to find some of the classic collections, this year we’re giving you plenty of lead time to track them down. We have selected three films from the Jacques Cousteau Odyssey collection (The Nile Part I and II and Clipperton: The Island the Time Forgot). You can find these on Amazon, eBay, and other online retailers, as well as your local library.

Included this year will be a series of discussions on Twitter and Facebook, as well as Facebook live. The official schedule will be released the week before (though, if you follow me on Twitter, you already have some idea what we’re planning). Follow the #JacquesWeek hashtag for news, announcements, discussion, and Cousteau trivia.

We aren’t associated with any of the Cousteau organizations. This is a purely grassroots celebration of the man who brought ocean adventure, science, and conservation to the world.

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Help an ocean student catch a break!

The Louisiana Universities Marine Consortium (LUMCON), located at the very tip of Louisiana’s boot, is a special place. The only marine lab in Louisiana, LUMCON serves public universities and supports marine science for the entire state. I had the pleasure of visiting LUMCON late last year to lead an underwater robotics workshop for local high school students. It’s also currently lead by Dr. Craig McClain, commander of the good ship Deep Sea News.

The legendary Dr. M is currently fundraising for LUMCON’s summer programs, introducing K-12 students to marine science, supporting college course, and providing ongoing education programming.

LUMCON educators and scientists provide quality education at the university, K-12, and public levels; teaching marketable skills while increasing societal awareness of the environmental, economic, and cultural values of Louisiana’s coastal and marine environments.

We work hard to ensure our education programs are as affordable as possible. Indeed, our course tuitions are among the lowest in the nation. However, student tuition is still a barrier for low income students. Our Executive Director, Craig McClain, was one of these students. Had it not been for a scholarship provided by a generous donor, he wouldn’t have been able to participate in the LUMCON summer courses that would launch his career.

You can break those barriers by supporting a student with a donation to our Scholarship Fund.  Donate by April 15th to ensure a student can engage with marine science in the Summer of 2017.

Head over to the LUMCON Donation Page and help support students!

Help a student catch a break!