The Cove's Framing Theory

According to the study of ‘The history of Taiji’ the first recorded dolphin drive was in 1933, with following hunts occurring in 1936 and 1944. In 1969 the hunts were being lead in a larger scale. During this period the main aim was to capture pilot whales as prized attractions for the Taiji Whale Museum. Thus, the dolphin drive was purely for profit, having nothing to do with cultural history. As some local fishermen might claim (Whiting, 2014, para. 6). In Taiji in Japan, it is notoriously known for it’s annual dolphin hunting drive in which a mass production of dolphins are slaughtered for their meat while other’s are collected to live the rest of their lives in captivity. ‘Many of the community members within Taiji in the southwest of Japan …show more content…
Framing theory acquires multiple definitions in relation to public relations and media effects. There are three ways of defining frames, suggests the concept of framing is to ‘describe the power of a communicating text’ narrowing his definition to a selection of certain aspects of an issue and highlighting said aspects in a way that will result in a precise reaction form the public (Komar, 2011). ‘The communicator (conservationists) specifically Ric O’Barry a dolphin trainer turned rescuer quoted in the trailer “the dolphins smile is it’s greatest deception because it creates the illusion that the dolphin is always smiling’ (TakePart, 2009, 0:48), the text (the message – stop the slaughter), the receiver (intended audience) and the culture (manufacturing of dolphin meat in horrific situations)’ are four ways in which implemented within ‘The Cove’ trailer can be analysed within the public screen. Also considering the use of sound within the video is the reoccurring build up of drums and changing of frames to symbolise the change in time of day, the urgency to get things done and urgency to not be found “get out now” and “their behind