Biotechnology's image has shifted in recent years from one of peril and uncertainty to one of possibility and comfort. This article investigates the problem definition process by evaluating the activities of commercial interests and public leaders. An examination of interview data, public records, and other sources indicate four techniques for defining issues: (1) creating the "biotechnology business" as a unified voice, (2) developing partnerships with existing public and commercial interests, (3) connecting biotechnology with popular policy problems, and (4) undermining biotechnology opponents and critics. These problem definition strategies demonstrate the significance of not just defining a specific issue but also affecting the context in which it is addressed.
