From Moby Dick to Free Willy: Macro-Cultural Discourse and Institutional Entrepreneurship in Emerging Institutional Fields

In this paper, we draw on a case study of the development of commercial whale-watching on Canada’s west coast to explore the role of macro-cultural discourse and local actors in the structuration of new institutional fields. We argue that the development of the commercial whale-watching industry in the area was made possible by broad macrocultural changes in the conceptualization of whales in North America. At the same time, however, the characteristics of the geographically distinct institutional fields that emerged depended on local action and the processes of structuration that those actions supported. The constitution of specific new fields required interested actors to engage in the institutional innovation and isomorphism that produced the unique networks of relationships and sets of institutions that constituted those fields.