American DNA

Abstract

As genotyping technologies have precipitously decreased in cost since the completion of the Human Genome Project, personal genetic testing has increasingly been marketed to consumers. Genetic testing is now available for an ever-expanding list of genetic mutations associated with diseases—including breast cancer, Parkinson’s, and Alzheimer’s—as well as traits such as ancestry, intelligence, and athleticism. Close examination of the direct-to-consumer personal genomic industry reveals several forms of potentiality at work that are informed by imagined and real power over bodily information. The marketing and consumption of personal genetic information relies on constructions of biological potential that result from struggles over the ability to control and act on individualized genetic information and to translate it into meaning. This paper explores the emerging discourse over personal genetic testing—and the marketing and consumption of the alluring and carefully tailored idea of potentiality that fuels American entrepreneurialism—and concepts of freedom and self-actualization. Policy debates over rights of access to genotyping fail to recognize the shifting landscape of human genomics in the United States. Genes in the marketplace are justified by liberalism, civic republicanism, and multiculturalism propelling a paradigm shift away from traditional models of governance toward open access to genetic testing and minimization of individual harm. The turn to the market emboldens the consumer and creates a new set of social meanings and ethical quandaries over who may harness the potential attributed to genetic information and for what purposes.