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Pushing Cool: Big Tobacco, Racial Marketing, and the Untold Story of the Menthol Cigarette de Keith Wailoo

Pushing Cool: Big Tobacco, Racial Marketing, and the Untold Story of the Menthol Cigarette

Autor Keith Wailoo
en Limba Engleză Hardback – 2 noi 2021

Considerăm că Pushing Cool reprezintă o resursă fundamentală pentru cercetătorii în politici de sănătate publică, sociologie urbană și istoria marketingului, oferind un context documentat pentru dezbaterile actuale privind reglementarea produselor din tutun. Lucrarea analizează modul în care industria tutunului a fabricat o afinitate rasială pentru țigările cu mentol, transformând un produs de nișă într-un instrument de exploatare sistemică. Remarcăm rigurozitatea cu care Keith Wailoo utilizează arhivele interne ale companiilor pentru a demonstra cum s-au construit habitusurile de consum prin colaborarea dintre psihologi, sociologi și lideri ai comunităților vizate. Cartea acoperă aceeași arie tematică precum The Cigarette de Sarah Milov, dar cu o abordare mai interdisciplinară, axată pe intersecția dintre rasă, identitate și sănătate, spre deosebire de analiza lui Milov concentrată pe economie și guvernanță. De asemenea, oferă o perspectivă mai profundă asupra mecanismelor de nișă decât Advertising Sin and Sickness de Pamela E. Pennock, care tratează publicitatea într-un spectru mai larg. În contextul operei sale anterioare, Pushing Cool continuă investigația disparităților de sănătate începută în How Cancer Crossed the Color Line, rafinând argumentația despre modul în care politicile comerciale modelează experiența bolii. Structura cărții, organizată în cinci capitole dense, ghidează cititorul de la primele campanii bazate pe anxietatea legată de cancer până la consolidarea „francizei negre” în mediul urban, culminând cu o analiză a eșecurilor legislative de a interzice mentolul în 2009.

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Specificații

ISBN-13: 9780226794136
ISBN-10: 022679413X
Pagini: 392
Ilustrații: 40 halftones
Dimensiuni: 152 x 229 x 43 mm
Greutate: 0.68 kg
Ediția:First Edition
Editura: University of Chicago Press
Colecția University of Chicago Press

De ce să citești această carte

Această lucrare este esențială pentru oricine dorește să înțeleagă rădăcinile istorice ale inegalităților în sănătate și etica marketingului de nișă. Cititorul va descoperi cum strategiile corporative pot influența identitatea culturală și cum documentele interne ale industriei pot servi drept dovezi într-o pledoarie pentru justiție socială. Este un studiu de caz magistral despre influență și puterea narațiunilor de marketing în modelarea sănătății populației.

Despre autor

Keith Wailoo este profesor de istorie la Universitatea Rutgers, unde activează în cadrul Institutului pentru Sănătate și Politici de Sănătate Publică. Este un istoric al științei recunoscut, fiind distins în 1999 cu bursa James S. McDonnell Centennial. Opera sa se concentrează pe intersecția dintre tehnologie, identitate rasială și boală în America secolului XX. Printre lucrările sale de referință se numără Drawing Blood și The Troubled Dream of Genetic Medicine, volume care analizează modul în care ideologiile rasiale și politicile culturale influențează așteptările și experiențele din sistemul medical.

Descriere scurtă

Spanning a century, Pushing Cool reveals how the twin deceptions of health and Black affinity for menthol were crafted—and how the industry’s disturbingly powerful narrative has endured to this day.

Police put Eric Garner in a fatal chokehold for selling cigarettes on a New York City street corner. George Floyd was killed by police outside a store in Minneapolis known as “the best place to buy menthols.” Black smokers overwhelmingly prefer menthol brands such as Kool, Salem, and Newport. All of this is no coincidence. The disproportionate Black deaths and cries of “I can’t breathe” that ring out in our era—because of police violence, COVID-19, or menthol smoking—are intimately connected to a post-1960s history of race and exploitation.

In Pushing Cool, Keith Wailoo tells the intricate and poignant story of menthol cigarettes for the first time. He pulls back the curtain to reveal the hidden persuaders who shaped menthol buying habits and racial markets across America: the world of tobacco marketers, consultants, psychologists, and social scientists, as well as Black lawmakers and civic groups including the NAACP. Today most Black smokers buy menthols, and calls to prohibit their circulation hinge on a history of the industry’s targeted racial marketing. In 2009, when Congress banned flavored cigarettes as criminal enticements to encourage youth smoking, menthol cigarettes were also slated to be banned. Through a detailed study of internal tobacco industry documents, Wailoo exposes why they weren’t and how they remain so popular with Black smokers.
 

Notă biografică

Keith Wailoo is the Henry Putnam University Professor of History and Public Affairs at Princeton University. His books include Dying in the City of the Blues, How Cancer Crossed the Color Line, and Pain: A Political History. Along with Dr. Anthony Fauci and others, he won the 2021 Dan David Prize.

Cuprins

Prologue: Pushers in the City of My Youth vii
Introduction
The Crooked Man: Influence, Exploitation, and Menthol’s Expanding Web
1 Selling the Menthol Sensation
2 For People Susceptible to Cancer Anxiety
3 Building a Black Franchise
4 Urban Hustles and Suburban Dreams
5 Uptown’s Aftertaste 
Conclusion
Deception by Design: The Long Road to “I Can’t Breathe”
Acknowledgments
Notes
Bibliography
Index
 

Recenzii

"In Pushing Cool, Dr. Keith Wailoo presents a sixty-year history of menthol cigarettes becoming a racialized product. . . . Wailoo's powerful text reminds us that business and medical ethics do not exist outside of histories of racial exploitation and oppression."

“Wailoo examines how the tobacco industry framed Black people as a niche market and the industry’s evolution — its secrets, practices, and power. . . . [His] diligent research leaves little room for conjecture, making a coherent and engaging story out of a century of conversations, advertising, and activism for and against smoking. . . . Wailoo stands firmly on the side of the people, aiming to educate for the health and well-being of all.”

"Wailoo mines press reports through the decades, along with posters, billboards and troves of internal industry documentation that cigarette companies were forced to make public after a spate of lawsuits that ended in 1998. With deadly repetition, menthols have been silent players on the stage of US history, witnesses to epic flashpoints at which health and politics collide. The case is stronger for the specificity and rich detail that Wailoo weaves into it."

“Wailoo draws on collections of internal tobacco industry documents made public through litigation, along with other historical sources, to peer into the hidden world of tobacco marketing. . . . Demonstrate[s] how tobacco companies have long designed and reimagined their products to attract new customers.”

"The saga of menthol tobacco is documented in Wailoo’s book Pushing Cool: Big Tobacco, Racial Marketing, and the Untold Story of the Menthol Cigarette. This work neatly crystallises his position as a historian whose career has addressed issues of race, ethnicity, and identity, and how they intersect with health and health policy."

"Engrossing. . . [A] history of the evolution of targeted tobacco marketing and how the industry strategically created a demand and then peddled their product to Black America."

"Tracking the evolution of a century’s worth of targeted marketing, this history documents the sinister engineering of a Black consumer preference for menthol cigarettes. Wailoo details how Big Tobacco placed billboards in inner-city neighborhoods, strategically funded Black enterprises, and marshalled a vast network of influencers—from Ebony to the N.A.A.C.P.—to yoke ideas of Black authenticity to smoking menthols."

"Wailoo brings together COVID-19, police choke-holds, and a corner store—'the best place in town to find menthol cigarettes'—as the trifecta that ended George Floyd’s life, tragically symbolized by his famous last words: 'I can’t breathe'. . . Highly recommended."

“For decades, cigarette makers have used menthol to target Black Americans. Wailoo does an excellent job showing how Big Tobacco has used both its marketing muscle and political power to get mentholated smoke into African American lungs—with deadly consequences. An indispensable text for anyone who recognizes that Black lungs matter.”

“Pushing Cool unpacks the tobacco industry’s brilliant, deceptive, and diabolically successful strategy to hook African Americans on menthol cigarettes. Utilizing remarkable research and analysis, Wailoo demonstrates how the industry established a commercial choke hold on Black America, wantonly disregarding the devastating trail of disease and death that their product generated. If ever there was a case for banning menthol cigarettes, this is it.”

“With nuance and flare, Wailoo illuminates how a complex and deeply unsettling fabric of racial capitalism created a Black inner-city market for the most dangerous chemical flavor in the history of smoking. This is essential reading for historians, policy makers, ethicists, and social justice advocates reckoning with profound disparities as part of a tobacco end game.”

“As Wailoo reveals in this astute and stunning work, menthol cigarettes are an acquired taste: an appetite deliberately cultivated by marketers, the media, and other influencers. Demographically targeted and racially exploitative marketing was unleashed as a strategy to captivate consumers in the face of growing public awareness of the health dangers of smoking. Pushing Cool is a brilliant, unsparing, and powerful rendering of Big Tobacco’s deadly racial predation.”

“This captivating, comprehensive book contains something to intrigue everyone—from lawyers to psychologists, marketers to historians. Pushing Cool is a unique and important work that deserves to be read widely.”

“In Pushing Cool, Wailoo tells the fascinating story of how tobacco companies and advertising firms marketed menthol cigarettes, especially to African Americans. Diving deep into this untold history, he also brings essential insight into how the construction of pleasure-enhancing products and processes of racialization have enjoyed mutually informing histories well into the twentieth century.”

"Keith Wailoo tells the intricate and poignant story of menthol cigarettes for the first time. He pulls back the curtain to reveal the hidden persuaders who shaped menthol buying habits and racial markets across America: the world of tobacco marketers, consultants, psychologists, and social scientists, as well as Black lawmakers and civic groups including the NAACP. Today most Black smokers buy menthols, and calls to prohibit their circulation hinge on a history of the industry’s targeted racial marketing. In 2009, when Congress banned flavored cigarettes as criminal enticements to encourage youth smoking, menthol cigarettes were also slated to be banned. Through a detailed study of internal tobacco industry documents, Wailoo exposes why they weren’t and how they remain so popular with Black smokers."

"Pushing Cool is a timely history of how tobacco companies aggressively shaped the contours of Black consumerism through exploitative marketing practices."

"[an] excellent book that succeeds in telling not only the history of the marketing of menthol cigarettes in the United States but also how the tobacco industry shaped and exploited African American consumer culture."