Globalizing Tobacco Control: Anti-Smoking Campaigns in California, France, and Japan

" 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.