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Picking a frame for communicating about genetics: stigmas or challenges.

Rachel A Smith¹

¹Department of Communication Studies, University of Texas, Austin, 1 University Station A1105, Austin, TX 78712-0115, USA. rachel.smith@mail.utexas.edu

Journal of Genetic Counseling

|May 4, 2007

Summary

Public awareness of genomics is growing but limited. Strategic communication can frame genomics positively, preventing stigma and discrimination concerns from dominating public perception.

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Area of Science:

Genomics and Public Health Communication

Background:

Public awareness of genomics in the US is currently limited but increasing.
Despite limited awareness, the US public expresses significant concern regarding potential stigmatization and discrimination stemming from genomics.
This presents a critical opportunity for proactive communication strategies.

Purpose of the Study:

To synthesize communication theories for framing genomics.
To provide guidance on designing messages that foster positive public sentiment towards genomics.
To illustrate stigma and challenge frames for genomics communication.

Main Methods:

Synthesis of relevant communication theories.
Development of message framing strategies for genomics.
Illustration of two distinct communication frames (stigma and challenge).

Main Results:

Communication theories can be applied to frame genomics messages.
Specific message details for stigma and challenge frames are outlined.
Illustrative examples of these frames are provided.

Conclusions:

Proactive, carefully designed communication is essential to shape public attitudes towards genomics positively.
The window for influencing public perception before managing pre-existing negative beliefs is closing.
Strategic messaging can mitigate concerns about stigmatization and discrimination associated with genomics.