Promissory strategies of personalisation in the commercialisation of genomic knowledge

摘要: As part of personalised medicine emerging from the human genomics revolution, many websites now offer direct-to-consumer genetic testing. Here, we examine three personal companies – Navigenics, deCODEme and 23andMe each which represents contrasting registers ‘personalisation’. We identify distinctive in these websites: a paternalistic (medical) register; translational (scientific) register democratic (consumerist) register. explore detail rhetorical discourse devices employed to assess how healthcare is promised public. Promising information that will empower prevention common complex diseases ensure better quality life conflated with promising greater access information. The presence absence scientific legitimacy related concerns about accuracy validity on one side, fears paternalism elitism other. Nevertheless, strategy uniting different styles personalisation consumer empowerment. Finally, consider tension between drive make genomic research practically relevant, intrinsic uncertainties show how, commercial domain, future risks are transformed into discourses promise by concealing uncertainties.