Zoological parks throughout the United States share common missions; however they appear to function differently from each other relative to their practices in wildlife conservation and cultivating public impressions. This study concentrates on the core values expressed within an organizational setting, the modern zoo. The study is based on research conducted from June to August 2011 at four American zoos. Information compiled for this study utilized a blend of literature reviews, participant observations, pictures taken within the selected zoo sites, and interviews with zoo management staff. The analysis revealed how topics in conservation are emphasized through zoos. The field research also identifies how major issues surrounding endangered species are introduced to visitors as a process in constructing social movements. More specifically, the study examines how these innovative wildlife institutions maintain the philosophical discourse surrounding life in captivity versus life in the natural environment.