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Incorporated, a worldwide network of science museums and related institutions.
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Wow.
So far we museum professionals have responded to Charity's important question 
like a group wrestling fans. A good exhibit is anything that's big and showy 
regardless of its scientific integrity? Its success in teaching? Its 
innovative approach to its subjects? Its ability to blend complexity with clarity? All 
you need is big, unusual stuff to look at? This is not the answer I would 
expect from the people who are intimately familiar with the challenges we face 
when we try to present the results of scientific research to a general audience. 

Charity's mistake is to start with the question, "What makes a spectacular 
show". Why don't we offer this Masters candidate a breakdown of the elements of 
a successful exhibit. Once she understands how we answer that, maybe she can 
address the Madison Avenue question.

Chris Musello


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