Activation

Abstract

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This chapter explores conditions that appear to support the emergence of conservation values and identities that take the form of action, looking at current understandings of human behavior and what is known about zoos’ institutional power and capacities. Returning to the relevance and impact of the zoo as a museum with conservation mission goals, we explore theories and evidence relevant to the potential of zoos as activation entities able to shift zoogoers from the process of individual-level conservation values identity work to the active (and hopefully ongoing) pursuit of a conservation agenda.