Communicating modern biotechnologies is certainly no easy task. To tackle such a complex and future-oriented assignment, help may arrive, paradoxically, from the past, from ancient rhetorical tradition, and in particular from Aristotle, the most renowned rhetoric teacher of all time. In his Rhetoric, Aristotle suggested that to be persuasive speakers should make use of widely accepted opinions (endoxa), i.e. the common sense shared by all. Common sense is expressed in common truths and value-laden maxims. Common sense, however, is not flat but dialectical, in that it includes contrasting
There are few studies concerning museum visitors' understanding of skeleton exhibits and whether such exhibits increase their understanding of the zoology displayed. An exhibition focused on the diversity of vertebrate skeletons and arranged according to the mode of locomotion was set up in Naturalis, the National Natural History Museum of The Netherlands, in Leiden. A prototype explaining the principal components of the skeleton was designed for each type of locomotion, for example, wrigglers, flyers, walkers, crawlers, swimmers. In addition, a panel provided in front of the exhibit case for
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Sue TunnicliffeManon Laterveer-de Beer
This article discusses a study that investigated whether visitor or visit variables were the best predictors of satisfaction, and whether the predictive power of these variables would differ in different types of visitor institutions. Also studied was whether higher ratings of satisfaction would result in specific visitor intentions. Data were collected from adult visitors at three different institutions: Denver Art Museum, Denver Museum of Nature and Science, and Colorado's Ocean Journey, an aquarium.
This article discusses the preliminary resistance to labels and then the eventual inclusion of labeling in the "Ice Age Exhibit" at the Cincinnati Museum Center's Museum of Natural HIstory & Science. It includes findings from visitor studies that evaluated the effectiveness of the new labeling strategies incorporated into the immersive exhibit.