In recent years, the image of biotechnology has been transformed from one of danger and uncertainty to one of opportunity and familiarity. This article explores the process of issue definition by examining the efforts of private interests and public officials. An analysis of interview data, public documents, and other sources reveals four methods of issue definition: establishing the "biotechnology industry" as a collective voice, forging alliances with established public and private interests, associating biotechnology with popular issues on the policy agenda, (...) and discrediting opponents and critics of biotechnology. These methods of issue definition reveal the importance not only of defining a specific issue but also of influencing the context in which it is considered. (shrink)