The new genetics, or the impetus given to this discipline by the Genome Project, aims to a change of paradigm of the Health Sciences. This change is postulated from a phenotypic approach to a genotypic one, thereby excluding the influence of the environment, which could seriously undermine the grounds for the development and exercise of Public Health. Since the beginning of the genome project, information on genetic discoveries has frequently been reported in the mass media. Metaphors are often used by geneticists and journalists to convey the complex concepts of genetic research for which there are no equivalents in the lay language. The media do not merely shape the social agenda but also provide the space in which health culture is constructed. We present the results of a preliminary study exploring the metaphors used in the three most widely-read national daily newspapers in Spain, namely ABC, El Pais and El Mundo, when reporting news of the new genetics. The possible consequences of the natural history of these metaphors, or the process through which figurative terms acquire a literal meaning, are discussed. A preliminary taxonomy for the metaphors identified was developed. Fifty-one out of 342 identified headings (14.8%) contained metaphors. Strategic metaphors such as program, control, code, map, and puzzle, were the most commonly used, followed by teleological ones such as mystery or God language and finally war-like metaphors such as attack, defeat, and capture. The three groups of metaphors are characterized by an attempt to giving intentionality to genes. Strategic metaphors predominated over teleological and war-like ones and thus a technocratic perspective could form the basis of the future construction of health culture.