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Narrating novelty and reaffirming responsibilisation: epigenetics on YouTube
Adam Mallis1, Martyn Pickersgill2
1Translational and Clinical Research Institute, Newcastle University, Newcastle, UK.
Medical Humanities
|December 9, 2025
Summary
Popular YouTube videos frame epigenetics as empowering and novel, urging personal responsibility for health. However, they often omit societal challenges and qualifications, reinforcing existing individualistic health discourses.
Area of Science:
- Epigenetics and its public communication.
- Media studies of scientific concepts.
Background:
- Public interest in epigenetics and its health relevance is growing.
- Previous research focused on textual media, neglecting audio-visual platforms like YouTube.
- YouTube is a significant international platform for science communication.
Purpose of the Study:
- To examine how popular YouTube videos depict epigenetics.
- To analyze the framing of epigenetics as empowering and its connection to personal responsibility.
- To explore the narrative of epigenetic novelty and its implications.
Main Methods:
- Critical thematic analysis of 10 highly-viewed YouTube videos on epigenetics.
- Focus on explanations of the field, empowerment narratives, and personal responsibility.
- Analysis of how novelty is presented and its role in reinforcing discourses.
Main Results:
- Videos portray epigenetics as new, important, and relevant.
- Audiences are encouraged to make active health choices based on epigenetic knowledge for personal and transgenerational benefits.
- Omissions include qualifications of epigenetic promises and societal challenges to individual choice.
Conclusions:
- Popular YouTube videos on epigenetics reproduce existing logics of responsibilisation.
- The presentation of epigenetic novelty, while potentially empowering, reaffirms dominant individualistic health discourses.
- Audio-visual media shapes public perception of epigenetics, often simplifying complex implications.
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