This project explores the fact that while advancement in noninvasive prenatal testing (NIPT) technology is ultimately helpful, there are questions about how communication around these products is framed, how they can be interpreted, and the real-life consequences that can arise. While screening technology has evolved, there are several examples of conflicting results. Still, NIPT company marketing claims affirmations like “total confidence in every result.” Statements like this may be designed to build confidence in mothers, who often face significant social pressure to parent “perfectly.” These messages can also distract from NIPT's considerable risks and lean into the discursive notion that women should reproduce in the first place. There is a current gap in research on how NIPT is promoted through the Internet, and there is a limited number of studies that uncover ethical challenges related to strategic communication involving these products. To my knowledge, this is the first study to analyze promotional materials of NIPT to uncover common themes found within the discourse of this product, reproductive health, disabilities, and power within large organizations through consumer interviews.

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