Re-visioning the evolutionary tree: A map-based visualization for communicating evolution

This paper describes a study that mobilizes digital media to address some of the limitations of the traditional “tree of life” as a visual metaphor for evolution. Visual metaphors play a powerful role in science communication, particularly when scientific concepts are conceptually challenging. By “translating” formal scientific models into metaphoric language and imagery, technical communicators can facilitate the diffusion of scientific ideas into broader society. In this study, cognitive learning theory provided a framework to examine the conceptual affordances of tree-based visualizations, identify areas of metaphoric limitation, and organize a new map-based visual metaphor to address these limitations. Next, the map metaphor was used to guide the construction of an interactive Web-based visualization called a “dynamic evolutionary map.” Nineteen biology novices then used the visualization to answer questions about evolution. The study results suggest that this visualization communicates some conceptual affordances differently than tree visualizations, thus providing preliminary empirical support to theoretical predictions. Finally, results are used to support suggestions for future development of similar visualizations.