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For over a century, National Geographic has shaped American visual culture, captivating audiences with stunning photography and compelling storytelling. Yet behind its iconic yellow border lies a fraught legacy of gender bias, racial misrepresentation, and colonialist narratives.In this incisive study, Leland G. Spencer examines the brand's recent attempts to reckon with that legacy across its magazine and television platforms. From special issues spotlighting transgender lives, to a public acknowledgment of past racism, to a magazine edition created entirely by women, these efforts signal a move toward inclusivity. But as Spencer reveals through rigorous rhetorical analysis, these gestures often fall short. The texts themselves frequently echo the same systemic inequalities they seek to redress. National Geographic's progressive rebranding, he argues, remains tangled in the very histories it aims to transcend.