Keith Wailoo: Pushing Cool | Buch

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Cover: 9780226794136 | Pushing Cool | Keith Wailoo | Buch | Gebunden | Englisch | 2021

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Sprache: Englisch

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Beschreibung

"In the 1930s, menthols were 3% of the smoking market but by the 1970s, they accounted for a quarter and climbing. What explains this rise? Moreover, how did it happen that early into the new millennium an estimated 75% of Black smokers, compared to 30% of white smokers, chose menthol brands? Pushing Cool covers the contentious history of the menthol cigarette. It is a story steeped in racial and gendered marketing and revealing of the "endless inventiveness of capitalism." This is the first book to tell the menthol story, and in doing so illuminates broader stories of race, gender, consumerism, and the (scientific?) shaping of preferences and tastes by business in modern America. Pushing Cool dives deep into the ways in which systemic disparities across race are fostered by targeted consumer marketing, among other things. Ten years ago, when Congress banned flavored cigarettes as illegitimate enticements to encourage youth smoking, menthol cigarettes were also slated to be banned. Although menthol smoking first emerged in the twentieth century having little to do with race, today Black smokers overwhelmingly smoke menthol brands such as Kool, Salem, and Newport, and calls to prohibit their circulation hinge on a history of the industry's targeted racial marketing. But menthols escaped the ban and remain legal largely because of the effort of several powerful Black Congressmen. To ban menthols, they insisted, was discriminatory against Black preferences. In five chapters spanning a century, Pushing Cool reveals how this story of Black affinity with menthol was crafted-how tobacco companies, social researchers, and marketers, as well as Black lawmakers and civic groups like the NAACP, helped the industry create a powerful narrative that has withstood efforts to ban menthol smoking to this day"--

Über den Autor

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.

Erscheinungsjahr:	2021
Genre:	Geschichte
Rubrik:	Geisteswissenschaften
Medium:	Buch
Seiten:	392
Inhalt:	Gebunden
ISBN-13:	9780226794136
ISBN-10:	022679413X
Sprache:	Englisch
Einband:	Gebunden
Autor:	Wailoo, Keith
Hersteller:	The University of Chicago Press
Maße:	234 x 159 x 30 mm
Von/Mit:	Keith Wailoo
Erscheinungsdatum:	02.11.2021
Gewicht:	0,684 kg

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