A multimodal discourse analysis of the shifting visual drafts of a science news website between 2009 and 2013 may disclose basic changes in visual address forms, which need to be recognized alongside shifts discerned at the linguistic address level. Novel design features present science as a kind of conversation, of accessibility, of commitment, with a reader supposed to have opinions and wants. This is a change from a culture of information spread to a culture which rather words, directs, and recovers information and which is ruled by scan-and-go media use.