How SeaWorld Uses Vocabulary to “Educate”

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SeaWorld cleverly replaces the buzzword ‘indoctrinate’ with the more positive word ‘educate’ in their programs, and teaches their staff how to dodge the truth in their staff training manual.




"Because evolution is a controversial theory, use the word “adapt.”" (Courtesy J. Waltz)




From the PBS series “A Whale of a Business” , AVOID BUZZWORDS
From a training manual used by tour guides at SeaWorld in Orlando, Florida. Excerpts from the document appeared in the November 24, 1991 issue of Florida, the Sunday magazine of the Orlando Sentinel.

Certain words and phrases have negative connotations. At SeaWorld, we call these “buzzwords.” Avoid buzzwords and use more positive words–you’ll give guests a better overall impression.
Buzzword /Alternative:
sick – ‘ill’
hurt – ‘injured’
captured – ‘acquired’
cage – ‘enclosure’
tank – ‘aquarium’
captivity – ‘controlled environment’
wild – ‘natural environment’
tricks – ‘behavior’
sex – ‘courtship behavior’
Other words to avoid:
dead, die – If people ask you about a particular animal that you know has passed away, please say “I don’t know.”
kill – This word sounds very negative. Say “eat” or “prey upon.”
play, talk, enjoy – Anthropomorphic, they give human traits to animals
evolve – Because evolution is a controversial theory, use the word “adapt.”

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