Globalizing Tobacco Control

Globalizing Tobacco Control

Anti-smoking Campaigns in California, France, and Japan
Roddey Reid
Distribution: World
Publication date: 12/20/2005
ISBN: 978-0-253-11155-5
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[Reid] develops an approach to globalization and health that goes beyond simplistic dichotomies—such as the puritanism of the United States in contrast with the more libertine cultures of other countries—and he also eschews the equally simplistic view that the world is becoming homogenized." —David J. Hess, Rensselaer Polytechnic Institute

A tangible aspect of living, working, and traveling in the 21st century is the experience of moving between smoke-filled and smoke-free environments. In Globalizing Tobacco Control, Roddey Reid examines what lies behind this experience: the revolution in public attitudes and health codes that regulate daily routines and the life of the body. While the gradual replacement of smoking with non-smoking as the social norm is a global phenomenon, it has not followed the same trajectory everywhere. Reid compares anti-smoking campaigns in the United States, France, and Japan for what they reveal about the nature of globalization and liberal arts of government. He explores distinctive national histories of tobacco; evolving global marketing strategies of transnational tobacco corporations; "social marketing" techniques used to tailor public health messages to particular ethnic communities; and the programs of international public health organizations.

Author Bio

Roddey Reid is Professor of French Studies and Cultural Studies at the University of California, San Diego. He is author of Families in Jeopardy: Regulating the Social Body in France, 1750–1910 and co-editor of Doing Science + Culture.

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Table of Contents

Introduction: Globalization and Liberal Governance in Tobacco Control
Part I. California
1. Global and Local Strategies: State and NGO Initiatives, Community Mobilization, and Social Marketing
2. The Dynamics of Collaboration and Community Input in the Media Campaign
3. The Campaign against Secondhand Smoke: Family, Ethical Subjects, and the Social Body
4. Revising Late Modernity: Smoking as Icon of Industrialism and the Cold War in Public Health and Media Culture
Part II. France and Japan: Alternate Trajectories
5. France: Unexceptional Exceptionalism?
6. Japan: In the Shadow of Colonialism and Japan Tobacco
Works Cited