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The Iconography of High Velocity DNA tagging

January 31, 2013

There’s been quite a lot of media coverage in the last few days about the ‘High Velocity DNA Tagging System‘, made by UK company Selectamark, and apparently in line to be purchased by several UK police forces. The system uses a kind of airgun that can fire “a uniquely-coded DNA pellet” for up to 30-40 metres, which “can be used to mark an individual so that they can be apprehended at a less confrontational time for officers.” Claims on the website include one that the microdots of artificial DNA can penetrate through clothing and mark the skin of individuals, and also that the artificial DNA used can result in ‘infinite number’ of unique numerical identifiers.

None of this is entirely new: Selectamark is a company who’s core business is anti-theft marking of equipment, and essentially what they have done is create a gun-based delivery system for an existing technology that was previously used to mark things, thus turning it into a system for identifying individual human beings, in much the same way as has been suggested would occur with RFID implants (but which has not yet really happened in any widespread fashion). Like RFID, the identification is not biometric, i.e. resulting from unique bodily characteristics, but what amounts to a high-tech form of instant temporary tattooing or paint-marking. The company is silent on how temporary this is – and whether the microdots – which are just visible, but show up better under UV light – can be easily removed or washed off by those tagged.

What’s also really interesting is the imagery deployed in the website. Of course there are the usual images of policemen with large guns (here complete with light source for night-time use). These guns, like tasers, have an interestingly toy-like quality to them with their bright orange plastic finish. Guns that aren’t really guns…

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However what’s more interesting are the background images used on the site. The targets of the tagging system are clearly depicted in one background image and will be recognisable to all British readers – ‘hoodies’ – the marginalized urban youth who were implicated in the rioting in London in 2011 (although there is also an inevitable pop culture association, especially with all that light-saber-y UV around, with the evil Sith from the Star Wars franchise).

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The youths are depicted encircled in lines of UV-like light whose coils also reflect the image of DNA, which is used here as another background image.

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The late Dorothy Nelkin and M. Susan Lindee described DNA as a ‘cultural icon‘, and indeed, the never-really-explained ‘artificial DNA’ technology which underpins Selectamark’s product seems deliberate discursively confused with exisiting DNA identification technologies, or at least the association is clear: that DNA fingerprinting, which is already understood in media discouse as standing for absolute certainty as to identification, is ‘the same’ as this technology. And clearly this sounds better than associating it, as I did earlier, with tattooing – which has a much less wholesome image when it comes to the state’s usage (Nazi death camps etc.).

And then the lines of light that surround the youth also seem to beam out across and enclose the entire world, which is both a standard marketing trope (“we are a global company”) but also a shift in scale that reflects the way in which security and surveillance has moved, to encompass the globe. The world is also depicted as dark with the suggestion of a coming sunrise (fitting in with the overall ‘crime lurks in the darkness and Selectamark will shine a (UV) light in it” theme) and almost entirely urban:

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But then what is the value in this global world, which Selectamark (and the police) are seeking to protect? What is the source of the light? Well, the answer, in the final background image, will surprise no-one. It isn’t those who need justice, the poor, the downtrodden, the huddled masses, it’s big companies:

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The corporate sector is depicted as icons streaming information-superhighway style from the light along grid patterns: rational, clean and bright and filling, overcoming, the darkness beyond, in a corporate version of the creation story in the Book of Genesis. We are saved! Thank-you, Selectamark and your High Velocity DNA Tagging!

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