With approximately 70 to 100 million sharks being slaughtered every year for their fins, shark populations are in sharp decline worldwide. With media portrayals of sharks as vicious man-eaters or the scourge of beach-goers everywhere, their plight has gone widely unnoticed and under-reported.

The fear of sharks has led to a lot of misconceptions about this top predator, including how dangerous they are to humans, and their numbers in the wild. Every shark attack on a human (approximately 50 shark attacks occur every year worldwide, compared with 150 million jellyfish stings every year) spurs on a media frenzy on how sharks are mounting an offense off our coasts. These dangerous misconceptions have bred a misguided complacency when it comes to the need to protect the world’s sharks.

A fisherman boasts a scalloped hammerhead's remains. This shark's population has declined in recent years by 98%. (Credit: Scubatampa)

However, while most people feel ambivalent at best toward sharks, and some downright hostile, it is becoming clear that the tide may be turning on the gruesome practice of shark finning.

Hawaii recently passed a ban on shark finning, making it illegal to possess, distribute, and sell shark fins. It is the first and only state to pass such legislation, but it is a promising step in conservation efforts.

Even more promising is the recent unexpected development in Hong Kong, regarding a recent Citibank promotion. The campaign offered a 15% discount on shark fin soup in a Hong Kong restaurant chain. Hong Kong is the world leader in shark fin imports, where shark fin soup is considered a delicacy and a status symbol.

Shark fins being prepared for distribution. (Credit: European PressPhoto Agency)

In a shocking turn of events, the backlash against the campaign caused Citibank to quickly end the promotion. A public outcry on facebook gained fast support, and an e-mail campaign was launched against Citibank that successfully caused the financial institution to withdraw its promotion entirely.

These recent events are demonstrative of the growing concern and awareness about the health of our oceans and its inhabitants.

The Discovery Channel’s annual Shark Week event begins on August 1st, where shark enthusiasts and anyone interested in these creatures can enjoy special programming devoted to sharks and their role in the environment.

Concerns about the priorities of the Discovery Channel’s programming regarding the emphasis of Shark Week on fear and danger, rather than respect and education, have been voiced more in recent years. It seems Discovery has taken notice, and their promotions this year have taken a different approach from previous years.

This is the 2009 Shark Week promotional spot.


Compare the video with the 2010 promotional spot.

It’s refreshing to see an ad that doesn’t rely on the fear of sharks or showing a threat to humans, instead choosing to show footage of a shark breach in a much more upbeat fashion.

Complaints from conservationists and shark enthusiasts have been voiced to Discovery for many years, and it seems that they are listening. This year’s Shark Week will hopefully be a turning point in the portrayal of sharks by the media, and will bring the truth of their endangerment to the forefront of this year’s programming.

While the future of the oceans’ sharks remains uncertain, it seems that there is hope yet to save these creatures. The power of social media and events like Shark Week are having an impact. The spill in the Gulf of Mexico is turning more eyes to the dangers that face marine creatures.

Be sure to turn in to Shark Week, starting Sunday, August 1st, and let us know what you think.

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