I don't have a PS3 but I can make an educated guess - on both PC with mouse and keybord or using an Xbox 360 gamepad, the zoom feature is mapped to the activate key (Typically 'E' if using a keyboard, 'A' if using a Xbox 360 gamepad).
You should try to use the 'activate' button for zooming in PS3 - I think it's the 'X'-button. Otherwise open the control scheme settings in the game menu and see what it's mapped to.