Road-maps and revelations: On the somatic ethics of genetic susceptibility

Abstract

Understanding genomic susceptibility risk has been represented as key to a new era of personalized medicine, in which "empowered" individuals shape their lives according to a "somatic ethics" of genetic risk management. Based on a comprehensive analysis of websites and other documents produced by key companies within the personal genomics industry, I argue that the rhetoric of empowerment these companies employ constructs an "ideal subject" of personal genomics while also expressing tensions implicit within the idea of a somatic ethics based on genetic susceptibility. Using Kaushik Sunder Rajan's concept of "genomic fetishism," I show how these tensions arise from the relationship the rhetoric of personal genomics constructs between risk and uncertainty, and relate them to broader tensions within "risk thinking" as a mode of governmentality that extends beyond genomics. © 2013 Copyright Taylor and Francis Group, LLC.