“A Textbook Case Revisited”: Visual Rhetoric and Series Patterning in the American Museum of Natural History's Horse Evolution Displays

Abstract

This article describes the development of visual rhetoric in a historically significant museum exhibit. The study documents rhetorical change in the museum's displays, specifically in visual series depicting the horse's evolutionary development. The study also exposes the purpose of series patterning in the renovated display and the multiple views on scientific visualization this display implies. Such an analysis suggests the broad range of strategies in visual rhetoric available to science communicators working in the area of science popularization.

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