Commodification of Personal Genetic Data by DTC Genetic Testing Companies. The leading company "AncestryDNA"

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

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.