This study will focus on one of the leading companies in the DTC genealogy genetic testing industry – AncestryDNA – and aims to examine the ways in which AncestryDNA frames the concept of human ancestry and the cultural, social, and psychological meanings it associates it with. The author argues that AncestryDNA frames ancestry as s treasure trove full of information about an individual's ancestral lineage by blurring the limitations of DNA testing, along with the portrayal of ancestry as a crucial part in self-realization, building one's identity (discovering oneself), and achieving a sense of belonging to a group.
Due to scientific progressions made in genetic data collection and analysis in the last two decades, genetic testing has become more affordable and increasingly available. This fact has contributed to the emergence of a new privatized, capitalist and internet-based form of direct-to-consumer (DTC) genetic testing services. DTC genetic tests have been rapidly gaining popularity over the last few years with several millions' genetic data already collected in DTC companies' commercial data bases. This study will focus on DTC companies that offer genetic tests for genealogy and ancestry due to the popular surge in purchases of genealogy DTC DNA tests during the last few years.
According to an article published in The MIT Technology Review Journal on February 11, 2019, approximately 26 million individuals in The United States alone, have purchased and taken a genealogy genetic test from a DTC genetic testing company by the year 2019. The public interest in DNA as an informative tool regarding health, ancestry and more, is attributed, according to the article, to the "heavy TV and online marketing" by DTC genetic companies that have led to "a record year [2019] for sales."
Table of contents
1. Introduction
2. Theoretical Background & Literature Review
The commercialization and Commodification of Health and Genetic Data
Ancestry and genetics
Theoretical framework of analysis
Methodology
3. Analysis and Findings
Biologizing Ancestry
Creating self and identity-related uncertainty around being uninformed about one's ancestral background
4. Concluding Remarks and Discussion
Research Objectives and Key Topics
This study explores how the direct-to-consumer (DTC) genetic testing company AncestryDNA frames the concepts of human ancestry, identity, and belonging through its mobile application. By applying the walkthrough methodology, the research investigates how the company utilizes specific rhetorical, visual, and architectural design elements to transform genetic data into a consumable product that addresses fundamental human desires for self-knowledge and community membership.
- Commodification of personal and genetic data
- Construction of consumer identity through genetic narratives
- Use of digital interface design to influence user perception of ancestry
- Application of uncertainty-identity and social identity theories
Excerpt from the book
Biologizing Ancestry
Say you are interested in a genealogical DNA test to provide you with information about your ethnic and ancestral background, be it due to general curiosity that you have or one which you have developed after being exposed to DTC companies' advertising narrative of self-discovery through any one of the different mediums (e.g., social media, internet, TV, etc.). From the star-studded celebrity videos featured on AncestryDNA's YouTube channel and TV featuring some very well-known celebrities finding out their ancestral heritage and background and watching their reactions (Racon, Marchul & Caulfield, 2020), to different types of ads that promote genetic genealogy tests as a reliable ancestral informative tool, connecting genetics to ancestry and blurring the limitations of what genetic testing alone can tell us about our ancestral heritage. (Putman & Cole, 2019)
You decide to go online and research the different companies that provide DTC genetic tests on Google or any other search engine. You are very likely to see AncestryDNA among the top search results due to it reportedly being one of the two largest DTC ancestry genetic testing companies in The United States alongside 23ANDME (Regalado, 2020). You then decide to download the AncestryDNA mobile application for a more convenient usage so you can access the app and seek any type of information more directly and faster through opening your mobile phone.
Summary of Chapters
1. Introduction: Discusses the rapid growth of the DTC genetic testing industry and sets the research focus on AncestryDNA's marketing and digital strategy.
2. Theoretical Background & Literature Review: Outlines the commodification of genetic data and establishes the theoretical framework using social identity and uncertainty-identity theories.
3. Analysis and Findings: Examines how the AncestryDNA mobile app interface employs visual and rhetorical strategies to biologize ancestry and create symbolic needs in consumers.
4. Concluding Remarks and Discussion: Synthesizes the findings, confirming how the company's framing techniques successfully address consumer identity-related anxieties.
Keywords
Ancestry, genealogy, ethnic identity, DNA profiling, DTC genetic testing, commodification of personal data, social identity theory, uncertainty-identity theory, mobile application, digital rhetoric, genetic data, self-realization, consumer identity, data-enhanced existence, personal data
Frequently Asked Questions
What is the primary focus of this research?
The research examines how the company AncestryDNA frames the concepts of ancestry and identity through its mobile application to turn genetic information into a commercial product.
What are the central themes of the work?
Key themes include the commodification of genetic data, the construction of ethnic and personal identity through DNA tests, and the influence of digital interface design on consumer behavior.
What is the core research objective?
The objective is to understand how AncestryDNA uses specific narratives and visual representations to invoke feelings of uncertainty in consumers and offer its genetic tests as a solution for self-realization.
Which scientific methodology is applied?
The study employs the "walkthrough method," which involves an analytical examination of the mobile app's interface, rhetoric, and visual design elements.
What topics are covered in the analysis section?
The analysis explores how the company "biologizes" ancestry by simplifying complex genetic information and creating identity-related uncertainty for users who are not yet aware of their lineage.
Which characterising keywords define this study?
The work is defined by terms such as Ancestry, DTC genetic testing, commodification of personal data, social identity theory, and digital interface analysis.
How does the author define the "data enhanced existence"?
It refers to the postmodern reality where personal data is constantly harvested and repackaged by corporations to influence our consumption habits and sense of self.
Why does the author argue that these genetic tests are misleading?
The author argues that DNA tests provide limited information regarding genetic similarity and cannot accurately determine ethnicity or race, despite the company's claims to the contrary.
- Citar trabajo
- Anonym (Autor), 2021, Commodification of Personal Genetic Data by DTC Genetic Testing Companies. The leading company "AncestryDNA", Múnich, GRIN Verlag, https://www.grin.com/document/1152541
