RATIONAL MYTH MAKING AND ENVIRONMENT SHAPING: The Transformation of the Zoo

This article examines a period of political conflict and institutional change concerning North American zoos in the 1970s, focusing on the efforts of industry leaders to secure zoos' institutional status in an unsettled environment. The task involved zoos' national trade association in introducing various institutional elements to build its authority before member organizations and external critics alike. I consider the idea of zoo‐directed captive breeding programs for endangered species, which was adopted as a “rational myth” that influenced organizational identity and public perceptions of zoos. The analysis develops institutional sociology's understanding of culture and strategic behavior's roles in institutional change.