An incongruent picture of direct-to-consumer advertising of genetic tests: Qualitative framing analysis on newspapers and 23andMe’s press releases

Drawing upon framing theory, this exploratory study suggested that conservative newspaper (the Wall Street Journal) regarded direct-to-consumer advertising of genetic tests as a regulation issue whereas liberal newspaper (the New York Times) as a science issue. The company, 23andMe, communicated the topic with the purpose of reputation building. This research informs genetic testing scientists and professionals about how media and company may influence consumers’ perceptions, and allow them to strategize how to shape future communication.