Academic journal article Canadian Journal of Public Health

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

Academic journal article Canadian Journal of Public Health

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

Article excerpt

Globalizing Tobacco Control: Anti-smoking Campaigns in California, France, and Japan Roddey Reid. Bloomington, IN: Indiana University Press, 2006; 296 pp., Cloth $65, Paper $24.95

This comprehensive study argues that the globalization of the tobacco industry will not be combated by a global "one size fits all" solution. To demonstrate this argument, Reid compares the anti-smoking media campaigns of california, France, and Japan. navigating between the particular and the whole of the tobacco control movement, he focuses on the challenges and victories of complex collaboration between sectors of governance; ethnic communities; and the public health community.

The book is separated into two parts. The first part includes the first four chapters and focuses exclusively on california. Chapter 1 examines early 1990s state legislation, alongside a discussion of the community empowerment movement that was tied to environmental and prevention approaches to health. Chapter 2 provides a critical examination of the timeline of the tobacco control strategy and the associated challenges of collaborating across sectors and across ethnic communities. In chapter 3, the author uses critical discourse analysis to 'deconstruct the second-hand smoke campaign', which was central to the californian strategy. In the final chapter of part 1, Reid compares examples of us film and media campaigns demonstrating how tobacco has been embedded in the prevailing culture. …

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