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In this paper I investigate the influence of learners’ socio-cultural background on their museum learning experiences. Conducted in Universum, a science museum located in Mexico City, in this study I discuss the particularities of Mexican families’ ways of learning as well as the nature of their learning outcomes. This instrumental case study is based on the premise that understanding the social and cultural contexts of learning is essential to understanding the learning that takes place in museums. This study revealed that visitors to a science museum are exposed to a broad diversity of vivid learning experiences that transcend the museum displays and contents. Issues of family cohesion, family dynamics, national identity and learning of scientific concepts will be discussed.