Race and Ethnicity Commons^™

Ancestral Pursuits: A Multicultural Celebration Of Identity & Race, Charlotte Cates Castro

Graduate Theses and Dissertations

Using critical historical rhetorical methods along with critical race and decolonial theory, this project situates ancestral pursuits as a communication-centered discursive formation by investigating the rhetorical strategies modern biotech and genealogy companies utilize to influence contemporary discourse around identity and belonging and narrate ethnicity and genealogy as acts of consumption. Through direct-to-consumer DNA testing and complimentary services, modern day biotech and genealogy companies like Ancestry and 23andMe market personalized insights into ancestry, genealogy, inherited traits, and health data that promise to connect users to their past, as well as to situate them in present-day society, through a deeper understanding of …