This article is concerned with the representation of Synthetic Biology in the media and by biotechnology experts. An analysis was made of German-language media articles published between 2004 and 2008, and interviews with biotechnology-experts at the Synthetic Biology conference SB 3.0 in Zurich 2007. The results have been reflected in terms of the definition of Synthetic Biology, applications of Synthetic Biology and the perspectives of opportunities and risks. In the media, Synthetic Biology is represented as a new scientific field of biology with an engineering-like thinking, while the scientists interviewed mostly define Synthetic Biology as contrary to nature and the natural system. Media articles present Synthetic Biology broadly with positive potential and inform the publics less about the potential risks than about the benefits of Synthetic Biology. In contrast, the experts interviewed reflect more on the risks than the opportunities of Synthetic Biology. Both used metaphors to describe Synthetic Biology and its aspects.Synthetic Biology is a very new and innovative specialisation within the science of genetic technology. Synthetic Biology aims at analysing molecular entities, like physics and chemistry, but also to copy, to shape and to create ''natural'' entities. The possibility of creating artificial organisms moves the basics of life reproduction into the reach of technological production. Hampel and Pfenning (1999) suggested that the German population on average valued genetic engineering more negatively than other new technologies such as telecommunication, computer technology and solar technology. The results showed that the public was very ambivalent towards genetic engineering and that the identification of real applications polarized public attitudes.The development of technology in post-modern societies has not only technological or scientific legitimacy (Hampel and Renn 1999). Interactive models of social and technological influences show how different powers in real action and in symbolic action contribute to the cost and profit balance, which feeds into decisions for or against innovative technology (Latour 2002;Bourdieu 1970).In the last few years, applications of genetic engineering such as DNA testing in forensic medicine, have been acknowledged by the public. But are there any applications and products of Synthetic Biology that are already represented seriously within the media? How is Synthetic Biology represented in the media at all? How do metaphors show the characteristics of Synthetic Biology? How do the metaphors recommend a specific gendering? What about the experts who research and develop SB-artefacts? Do experts have an ambivalent opinion towards the technological progress of Synthetic Biology or do experts also have polarizing opinions? Aim of the reflective discussionThe following article shows results of a media analysis of the German-language media, which were reflected by the

Synthetic biology (SB) is a new techno-scientific field surrounded by an aura of hope, hype and fear. Currently it is difficult to predict which way the public debate – and thus the social shaping of technology – is heading. With limited hard evidence at hand, we resort to a strategy that takes into account speculative design and diegetic prototyping, accessing the Bio:Fiction science film festival, and its 52 short films from international independent filmmakers. Our first hypothesis was that these films could be used as an indicator of a public debate to come. The second hypothesis was that SB would most likely not follow the debate around genetic engineering (framing technology as conflict) as assumed by many observers. Instead, we found good evidence for two alternative comparators, namely nanotechnology (technology as progress) and information technology (technology as gadget) as stronger attractors for an upcoming public debate on SB.

Synthetic biology (SB) has emerged as one of the newest and promising areas of bio-technology. Issues typically associated to SB, notably in the media, like the idea of artificial life creation and “real” engineering of life also appear in many popular films. Drawing upon the analysis of 48 films, the article discusses how scientists applying technologies that can be related to SB are represented in these movies. It hereby discusses that traditional clichés of scientists in general tend to be sublated by new stereotypical characterizations. These reflect real trends in bio-technological research such as SB, especially the increased relationship between science and industry. Frankenstein 2.0. looks less like the old, genius yet mad scientist, and follows a more entrepreneurial than academic spirit.Electronic supplementary materialThe online version of this article (doi:10.1186/2195-7819-9-9) contains supplementary material, which is available to authorized users.