The marine sciences have undergone a sequence of historical changes related to new methodologies, approaches and challenges. Most recently, deteriorating natural ecosystems and threatened component species have prompted a renewed change in the focus of scientific research on the marine environment. This study analyzes the scientific literature on cetaceans during the period 2005-2008 to demonstrate that a key focus of modern research is on conservation-related topics, and then compares it to the period 1970-1973 to demonstrate that this new focus represents a shift from basic biological and ecological issues. On average, approximately 46% of papers published on whales, dolphins and porpoises in 2005-2008 were categorized as conservation oriented versus focused on biology or ecology. This contrasts to approximately 10% in 1970-1973. This shift parallels other marine research subjects, such as benthic communities, coral reefs and sea turtles and reflects a general paradigm shift in marine research towards anthropogenic impacts. This is important guidance for institutions and organizations that wish to base their agendas and decisions on state-of-the-art scientific priorities.