Media depictions of genetics have led to concerns that this coverage will lead to increased belief in genetic determinism and increased discrimination, including racism. Previous studies of single exposures to messages about genetics or messages about genetics and race have shown some increases in discrimination and racism. Since attitude change is linked to repeated exposure to many messages, this study aimed to identify the effect of multiple exposures to multiple messages about genetics on attitudes towards determinism, discrimination and racism. Results showed an increase in genetically based racism, no increase in general racist affect and no significant increase in belief in determinism. Based on these results, we suggest that genetically based racism is a combination of racist affect with belief that perceived differences in human characteristics are solely or primarily influenced by genetics and that a move towards genetically based racism has implications for social policy.