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.