Starting in 2013, SeaWorld faced a public relations disaster with the release of the documentary titled Blackfish that accused the company of mistreatment of its orcas. SeaWorld attempted to respond and rebuild its credibility, but activist group ‘People for the Ethical Treatment of Animals’ (PETA) doubled down on the corporation through its rhetorical shock tactics, deepening the organization’s woes. The PETA/SeaWorld controversy does more than provide another example of poor corporate public relations decision-making made in light of an activist group’s savvy use of digital technology. We argue that the case helps explain how digital technologies fundamentally change activism, whereby activists can use rhetorical fracturing, or quickly using digital media to puncture a target’s narrative, to create messages that challenge an opponent’s legitimacy to cultivate public opinion, thereby pressuring corporate policy change. Recent activism scholarship points out how digital media transforms organizational-activist relationships in profound ways, but this essay contributes to a gap in public relations scholarship by showing how strategic, message-level digital activism helps contribute to broad societal change. Indeed, given that SeaWorld’s stock was down nearly 40 percent in 2015 and ‘is about 50% below its all-time high’, its profits were down 84 percent in 2015, and attendance has fallen more than 7 percent at its parks, the case illustrates how digital activist campaigns help reshape societal understanding of a controversial issue such as using animals for entertainment.

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Many Southerners enjoy conversations about food, quickly jumping in with likes and dislikes, regional preferences, and food-related stories. The subject of food often crosses lines of race, class, gender, and region, and provides an opportunity for a common discussion point. This book explores the types of identities, allegiances, and bonds that are made possible and are strengthened through Southern foods and foodways. It adds to the growing list examining Southern food, but its focus on the cuisine’s rhetorical nature and the communicative effect that the food can have on Southern culture makes a significant contribution to that important conversation. The book tells the stories of Southern food that speak to the identity of the region, explaining how food helps to build individual identities, and exploring the possibilities of how food opens up dialogue. The authors show how food acts rhetorically, with the kinds of food that we choose to eat and serve sending messages about how we view ourselves and others. Food serves an identity-building function, factoring heavily into the understanding of who we are. The stories surrounding food are so important to Southern culture, they provide a significant and meaningful way to open up dialogue in the region. By sharing and celebrating the stories and actual food of Southern foodways, Southerners are able to focus on similar histories and traditions, despite the division that has plagued and continues to plague the South. Taken together, the book shows how Southern food provides a significant starting point for understanding food’s rhetorical potential.

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