To the students of the MIT ethnography course: Here’s a research report I did in the late 1990s. It may serve as a model for your presentation January 31 st . Please treat as a rough guide. You are free to invent your own form. Best, Grant McCracken

Smoking Culture: the real “benefits” of smoking the true costs of quitting text by Grant McCracken, Ph.D. video by Suzanne Stein, M.A. Health Canada March 12, 1998

text by Grant McCracken, Ph.D.

video by Suzanne Stein, M.A.

Health Canada

March 12, 1998

presentation objectives methods research smoking culture section 1 cultural meanings section 2 cultural practices section 3 strategic responses conclusion

objectives

methods

research

smoking culture

section 1

cultural meanings

section 2

cultural practices

section 3

strategic responses

conclusion

objectives to investigate “smoking culture” an anthropological account smoking from the respondent’s point of view beyond “peer group pressure” cultural logic of smoking cultural significance of smoking the “benefits” of smoking the true costs of quitting what people are giving up when they quit

to investigate “smoking culture”

an anthropological account

smoking from the respondent’s point of view

beyond “peer group pressure”

cultural logic of smoking

cultural significance of smoking

the “benefits” of smoking

the true costs of quitting

what people are giving up when they quit

methods ethnographic interviews open-ended seeking key terms in situ asking for their illumination determination of cultural meanings & logic respondent directed ethnographer a simpleton who knows that he doesn’t know

ethnographic interviews

open-ended

seeking key terms in situ

asking for their illumination

determination of cultural meanings & logic

respondent directed

ethnographer a simpleton who knows that he doesn’t know

research “intercept” interviews school grounds, street corners 10 minutes (+/-) drop-in interviews schools, skateboard parks 1-2 hour interviews (+/-) prearranged interviews homes 2 hours (+/-) 30 hours of interviewing 50 teens November 1997 - January 1998

“intercept” interviews

school grounds, street corners

10 minutes (+/-)

drop-in interviews

schools, skateboard parks

1-2 hour interviews (+/-)

prearranged interviews

homes

2 hours (+/-)

30 hours of interviewing

50 teens

November 1997 - January 1998

caveats “ teens” no homogeneous category “ teens” in fact more various than “adults” a dubious category “ teens” not for reification surest way to get this wrong is to talk to teens as “teens” (Jaya) wellspring of bad communications these results speak for some but not all groups some individuals but not all the time

“ teens” no homogeneous category

“ teens” in fact more various than “adults”

a dubious category

“ teens” not for reification

surest way to get this wrong is to talk to teens as “teens” (Jaya)

wellspring of bad communications

these results speak for

some but not all groups

some individuals but not all the time

shared objectives for all the diversity, there are some commonalities: shared project moving away from parental influences and authorities the end of colonialism a new imperative: how to construct this thing called a self that is externally & internally plausible & habitable esp. in a world without “franchising” when, increasingly, selves are “custom-built” & “hand-made”

for all the diversity, there are some commonalities:

shared project

moving away from parental influences and authorities

the end of colonialism

a new imperative: how to construct this thing called a self

that is externally & internally plausible & habitable

esp. in a world without “franchising”

when, increasingly, selves are “custom-built” & “hand-made”

smoking culture I some liberties with term extraordinary resource rich in definitional elements experimental “routines” the playwright’s chap book not perfectly discrete but robust & resilient not impervious to commercial messages, the “movies.” or public health communications but not changed without extraordinary effort & some cunning

some liberties with term

extraordinary resource

rich in definitional elements

experimental “routines”

the playwright’s chap book

not perfectly discrete

but robust & resilient

not impervious to commercial messages, the “movies.” or public health communications

but not changed without extraordinary effort & some cunning

smoking culture II an ancient & active culture knowledge passed down from generation to generation a kind of folklore: what’s in a Player’s filter? rituals of initiation a liminal activity a repertoire of behaviors body of meanings, tissue of lies affirmed constantly by marketing, movies, & every school yard

an ancient & active culture

knowledge passed down from generation to generation

a kind of folklore: what’s in a Player’s filter?

rituals of initiation

a liminal activity

a repertoire of behaviors

body of meanings, tissue of lies

affirmed constantly by marketing, movies, & every school yard

preliminary goods news health warnings have had effect as one respondent says “[warnings] scare the shit out of you” years of education have done their work ancient culture penetrated oral tradition has new content given sheer density & power of smoking culture, no small accomplishment

health warnings have had effect

as one respondent says

“[warnings] scare the shit out of you”

years of education have done their work

ancient culture penetrated

oral tradition has new content

given sheer density & power of smoking culture, no small accomplishment

enduring bad news Canada > 500,000 teens smoke with knowledge of health risks with repeated warnings from school education print advertising & TV spots pack warnings the oral traditions of smoking culture shot through with new knowledge of hazards but the culture continues, the culture recruits, the culture flourishes

Canada > 500,000 teens smoke

with knowledge of health risks

with repeated warnings from

school education

print advertising & TV spots

pack warnings

the oral traditions of smoking culture shot through with new knowledge of hazards

but the culture continues, the culture recruits, the culture flourishes

smoking culture one way out of the bad news? teens look to smoking for something more than nicotine group pressure social accessory dieting aid smoking culture perseveres because it serves as a definitional resource a bundle of ways of thinking, acting, constructing the self

one way out of the bad news?

teens look to smoking for something more than

nicotine

group pressure

social accessory

dieting aid

smoking culture perseveres because it serves as a definitional resource

a bundle of ways of thinking, acting, constructing the self

true proportions of the problem when we ask people not to start when we ask people to stop we are asking them to give up nicotine, resist group pressure, forgo social accessory & dieting aid but we’re also asking them to give up a smoking culture a chap book and repertoire ways of thinking, acting, constructing the self

when we ask people not to start

when we ask people to stop

we are asking them to give up nicotine, resist group pressure, forgo social accessory & dieting aid

but we’re also asking them to give up

a smoking culture

a chap book and repertoire

ways of thinking, acting, constructing the self

the strategic challenge assess smoking culture mapping the meanings establishing the “meta-pragmatic” functions what smoking means how smoking is put to work penetrating an ancient culture reaffirmed by marketing, movies, & school yard with communications strategies that acknowledge the culture & the community

assess smoking culture

mapping the meanings

establishing the “meta-pragmatic” functions

what smoking means

how smoking is put to work

penetrating an ancient culture

reaffirmed by marketing, movies, & school yard

with communications strategies

that acknowledge the culture & the community

Smoking culture in 3 sections section 1: cultural meanings section 2: cultural practices section 3: strategic responses

section 1: cultural meanings

section 2: cultural practices

section 3: strategic responses

section 1: cultural meanings

smoking meaningless no intrinsic cultural meaning the Bob Newhart routine “you do what with it, Walter?” well placed incredulity smoking is a peculiar activity we have given it cultural meaning & potency we have made it meaning ful we have made it a definitional resource

no intrinsic cultural meaning

the Bob Newhart routine

“you do what with it, Walter?”

well placed incredulity

smoking is a peculiar activity

we have given it cultural meaning & potency

we have made it meaning ful

we have made it a definitional resource

cultural meanings gender age rebellion style showing cool showing warm mood manipulation (not all of these mutually exclusive)

gender

age

rebellion

style

showing cool

showing warm

mood manipulation

(not all of these mutually exclusive)

gender smoking gets cultured loaded up with meaning more particularly smoking gets gendered as it turns out, in this culture it begins to take on maleness the military legacy the open range legacy the noir legacy (a partial list and hasty review)

smoking gets cultured

loaded up with meaning

more particularly

smoking gets gendered

as it turns out, in this culture it begins to take on maleness

the military legacy

the open range legacy

the noir legacy

(a partial list and hasty review)

a caveat “maleness” just as much a cultural construction as smoking we resist this reading with notions of the biological & natural but culture > nature this analysis treats “maleness” as a cultural construct (indeed the culture of smoking and culture of maleness have helped construct one another)

“maleness”

just as much a cultural construction as smoking

we resist this reading with notions of the biological & natural but culture > nature

this analysis treats “maleness” as a cultural construct

(indeed the culture of smoking and culture of maleness have helped construct one another)

Lucky Strike war good to tobacco took soldiers off to places tobacco cheap & plentiful soldiers treated cigarettes the way prisoners do U.S. Generals Grant & Sherman British battleship Formidable Lucky Strike & US troops a clear cultural formulae war helps define “maleness” and smoking together smoking takes on “maleness”

war good to tobacco

took soldiers off to places tobacco cheap & plentiful

soldiers treated cigarettes the way prisoners do

U.S. Generals Grant & Sherman

British battleship Formidable

Lucky Strike & US troops

a clear cultural formulae

war helps define “maleness” and smoking together

smoking takes on “maleness”

Marlboro the mythical world of wild west more imagined than real rugged individuals rugged individualism freedoms of the open plain several notions of the frontier a clear cultural formulae frontier defines “maleness” and smoking together smoking takes on “maleness”

the mythical world of wild west

more imagined than real

rugged individuals

rugged individualism

freedoms of the open plain

several notions of the frontier

a clear cultural formulae

frontier defines “maleness” and smoking together

smoking takes on “maleness”

gumshoe tobacco smoking, prop of noir tradition Humphrey Bogart’s transformation: hood to hero defining image: HB squinting through a wall of smoke definition of resourcefulness symbol of self control, detachment, power a clear cultural formulae noir fiction defines “maleness” and smoking together smoking takes on “maleness”

smoking, prop of noir tradition

Humphrey Bogart’s transformation: hood to hero

defining image: HB squinting through a wall of smoke

definition of resourcefulness

symbol of self control, detachment, power

a clear cultural formulae

noir fiction defines “maleness” and smoking together

smoking takes on “maleness”

tobacco and gender smoking taking on cultural meaning gendered with “male” meanings from domains of war, frontier and noir outside worlds worlds of action places of struggle and contest toughness, aggression smoking a marker of self and other mastery

smoking taking on cultural meaning

gendered with “male” meanings from domains of war, frontier and noir

outside worlds

worlds of action

places of

struggle and contest

toughness, aggression

smoking a marker of self and other mastery

the Camel caveat Camel’s originally an exercise in Said’s orientalism made to evoke not gendered meanings but colonial ones Marlboro began as a “female” brand & was regendered by the marketplace in sum: “maleness” not the only gendered meaning in smoking culture

Camel’s originally an exercise in Said’s orientalism

made to evoke not gendered meanings but colonial ones

Marlboro began as a “female” brand & was regendered by the marketplace

in sum: “maleness” not the only gendered meaning in smoking culture

smoking and males smoking puts a repertoire at the disposal of males at crucial developmental moment: when constructing maleness to create/claim certain qualities proof must be forthcoming smoking definitional, helps: “cure” the self burn off eagerness show toughness, aggression self & (for?) other mastery

smoking puts a repertoire at the disposal of males

at crucial developmental moment: when constructing maleness

to create/claim certain qualities

proof must be forthcoming

smoking definitional, helps:

“cure” the self

burn off eagerness

show toughness, aggression

self & (for?) other mastery

smoking and females (circa 1998) gender under construction a rethinking of femaleness esp. Mary Tyler Moore  Cybil Marilyn  Madonna Madonna  Courtney Love Donna Reed  Roseanne Joan Baez  Ani DiFranco Phyllis Diller  Janeane Garofalo Barbara Walters  Kathy Griffin (updated) Ike & Tina Turner  Tina

gender under construction

a rethinking of femaleness esp.

Mary Tyler Moore  Cybil

Marilyn  Madonna

Madonna  Courtney Love

Donna Reed  Roseanne

Joan Baez  Ani DiFranco

Phyllis Diller  Janeane Garofalo

Barbara Walters  Kathy Griffin (updated)

Ike & Tina Turner  Tina

gender breakout breaking out of the prison house of gender systematic refusal of old meanings assigned by gender systematic survey of new definitional opportunities taking possession of new meanings some of them apparently “male” meanings these will do nicely, thank you

breaking out of the prison house of gender

systematic refusal of old meanings assigned by gender

systematic survey of new definitional opportunities

taking possession of new meanings

some of them apparently “male” meanings

these will do nicely, thank you

Boy Capel’s pants long standing strategy Coco Chanel the designer btw the wars wore her lover’s riding pants the world held its breath a strategy to accompany that of the suffragette power of the vote power of rights of property now, the secrets of hegemony the very language of power

long standing strategy

Coco Chanel

the designer btw the wars

wore her lover’s riding pants

the world held its breath

a strategy to accompany that of the suffragette

power of the vote

power of rights of property

now, the secrets of hegemony

the very language of power

smoking and females Ani DiFranco as the key text coming of age in NA society the horrifying discovery “ that i live in a breakable, take-able body an ever-increasingly valuable body” (My IQ, Puddle Dive) the traditional qualities of “femaleness” are assumptions of vulnerability invitations to harassment coming of age as exposure to risk

Ani DiFranco as the key text

coming of age in NA society

the horrifying discovery

“ that i live in a breakable, take-able body

an ever-increasingly valuable body” (My IQ, Puddle Dive)

the traditional qualities of “femaleness” are

assumptions of vulnerability

invitations to harassment

coming of age as exposure to risk

smoking culture in action meanings of smoking useful allow females to summon cultural meanings against sexist definitions of the self allow construction of new selves with defensive properties several interpretive possibilities: I refuse trad. gender defs. (&?) I show invulnerability (&?) I corrupt myself before you do I corrupt myself so you cannot more work needed but one “benefit” of smoking culture

meanings of smoking useful

allow females to summon cultural meanings against sexist definitions of the self

allow construction of new selves with defensive properties

several interpretive possibilities:

I refuse trad. gender defs. (&?)

I show invulnerability (&?)

I corrupt myself before you do

I corrupt myself so you cannot

more work needed but one “benefit” of smoking culture

age age a matter of culture some cultures usher people into adulthood upon sexual maturity our culture makes a space between childhood & adulthood & provides no rite of passage always a contested transition “teen” claiming early entry parents demanding late people must fashion own passage claim & construct their maturity

age a matter of culture

some cultures usher people into adulthood upon sexual maturity

our culture makes a space between childhood & adulthood

& provides no rite of passage

always a contested transition

“teen” claiming early entry

parents demanding late

people must fashion own passage

claim & construct their maturity

smoking and age many things make smoking redolent of maturity one of the viseral experiences of the adults around you cigar smoke and starch but we are always saying “this is for adults” and now we do it as health policy smoking always forbidden fruit now especially so

many things make smoking redolent of maturity

one of the viseral experiences of the adults around you

cigar smoke and starch

but we are always saying “this is for adults”

and now we do it as health policy

smoking always forbidden fruit

now especially so

vexing paradox the more we decry smoking the more we declare not for children and teens the more we mark it off as risk and danger the more attractive it becomes much of the health policy that has worked so well has only helped to increase this particular cultural meaning cause for other and new strategies

the more we decry smoking

the more we declare not for children and teens

the more we mark it off as risk and danger

the more attractive it becomes

much of the health policy that has worked so well

has only helped to increase this particular cultural meaning

cause for other and new strategies

the promethean factor(?) it’s almost as if... (anthropological heresy) smoking is the fire/power of the Gods to steal this substance is to steal this power the thrill of that first cigarette the cunning, stealth, the liminal space, the stolen cigarette as close as anything gets to a rite of passage

it’s almost as if...

(anthropological heresy)

smoking is the fire/power of the Gods

to steal this substance

is to steal this power

the thrill of that first cigarette

the cunning, stealth, the liminal space, the stolen cigarette

as close as anything gets to a rite of passage

the post-promethean factor(?) it’s almost as if... (caveat goes here) one respondent: it’s like fire coming out of your mouth is this a claiming of powers beyond the parental a claiming of powers beyond the bourgeois a claiming of powers unknown or repudiated by the adult a suggestion only

it’s almost as if...

(caveat goes here)

one respondent:

it’s like fire coming out of your mouth

is this a claiming of powers beyond the parental

a claiming of powers beyond the bourgeois

a claiming of powers unknown or repudiated by the adult

a suggestion only

claiming age single most telling marker of youth, childhood is eagerness the way teens know children is by the latter’s excitableness the most embarrassing moment is the irruption of excitableness smoking a superb device for extinguishing eagerness at a stroke (?) eagerness is gone a useful way to prevent irruption

single most telling marker of youth, childhood is eagerness

the way teens know children is by the latter’s excitableness

the most embarrassing moment is the irruption of excitableness

smoking a superb device for extinguishing eagerness

at a stroke (?) eagerness is gone

a useful way to prevent irruption

smoking culture in action cultural meanings of tobacco make smoking an opportunity to claim maturity to prosecute the case for new freedoms and privileges and new autonomy from parental control smoking culture provides home-made, self bestowed rite of passage another “benefit” of smoking culture

cultural meanings of tobacco

make smoking an opportunity to claim maturity

to prosecute the case for new freedoms and privileges

and new autonomy from parental control

smoking culture provides home-made, self bestowed rite of passage

another “benefit” of smoking culture

rebellion smoking as the badge of refusal the American cult of the outsider a James Dean Legacy now stock Hollywood image at the movies still “the villain always smokes” once largely male, less and less gendered (cf. Thelma & Louise) rule breaking the self damage logic (tattooing)

smoking as the badge of refusal

the American cult of the outsider

a James Dean Legacy

now stock Hollywood image

at the movies still

“the villain always smokes”

once largely male, less and less gendered (cf. Thelma & Louise)

rule breaking

the self damage logic (tattooing)

familiar paradox the more we decry smoking the more we declare not for children and teens the more we mark it off as risk and danger the more it becomes an opportunity to break rules to play out the outsider’s posture much of the health policy that has worked so well cause for other and new strategies

the more we decry smoking

the more we declare not for children and teens

the more we mark it off as risk and danger

the more it becomes an opportunity to break rules

to play out the outsider’s posture

much of the health policy that has worked so well

cause for other and new strategies

cosa nostra one respondent: It’s our thing do not tell us what to do inverted refusal under “age:” adults saying it’s our thing here: teens saying it’s our thing our badge of refusal we refuse your terms of engagement we will make our own way a key “benefit” of smoking culture

one respondent: It’s our thing

do not tell us what to do

inverted refusal

under “age:” adults saying it’s our thing

here: teens saying it’s our thing

our badge of refusal

we refuse your terms of engagement

we will make our own way

a key “benefit” of smoking culture

style and pattern the great induction to an arbitrary system the things you have to learn how to hold in hand hold in mouth to open, extract, hide, exchange to inhale, exhale highly patterned, specific big penalties for error getting to sprezzatura

the great induction

to an arbitrary system

the things you have to learn

how to

hold in hand

hold in mouth

to open, extract, hide, exchange

to inhale, exhale

highly patterned, specific

big penalties for error

getting to sprezzatura

messages in the bottle style the medium of many messages i.e., gender, age, rebellion place of hiding (see section 2) the opportunity for scrutiny: the line of tin cans marker of membership texture of social experience the stuff of an ancient culture ritual architecture of the moment sub-group differences: ravers...

style the medium of many messages

i.e., gender, age, rebellion

place of hiding (see section 2)

the opportunity for scrutiny: the line of tin cans

marker of membership

texture of social experience

the stuff of an ancient culture

ritual architecture of the moment

sub-group differences: ravers...

smoking culture in action not hard wired but hot wired repeated until burned into muscle memory habitual knowledge difficult to learn deeply comforting to know a useful marker in the world the very door of induction the very stuff of “our thing” a “benefit” of smoking culture

not hard wired but hot wired

repeated until burned into muscle memory

habitual knowledge

difficult to learn

deeply comforting to know

a useful marker in the world

the very door of induction

the very stuff of “our thing”

a “benefit” of smoking culture

the construction of cool a moment in the field very young teen makes mistake an error actually of style cigarette mishandled, disappears the collapse of the managed self momentary panic: coat in flames? then surveillance had cool produced by smoking been damaged by smoking? were friends smirking? yes! remarkably, his cool held

a moment in the field

very young teen makes mistake

an error actually of style

cigarette mishandled, disappears

the collapse of the managed self

momentary panic: coat in flames?

then surveillance

had cool produced by smoking been damaged by smoking?

were friends smirking? yes!

remarkably, his cool held

cool and power “ cool” in our culture several origins, several meanings our concern, disengagement Elizabethan cool men’s hearts be free and they will love whom they lyste we don’t have to show our compliance we may offer up obedience, but we will withhold this smoking as a show of withholding

“ cool” in our culture several origins, several meanings

our concern, disengagement

Elizabethan cool

men’s hearts be free and they will love whom they lyste

we don’t have to show our compliance

we may offer up obedience, but we will withhold this

smoking as a show of withholding

cool as contract smoking invested with cool by military, Western, & noir trads. Humphrey Bogart as an early creature of cool self control at work in our culture, this community & incident but, more pressingly, cool is: distance and disengagement from the social moment a withholding, a show of discretionary power that participation is not coerced

smoking invested with cool by military, Western, & noir trads.

Humphrey Bogart as an early creature of cool

self control at work in our culture, this community & incident

but, more pressingly, cool is:

distance and disengagement from the social moment

a withholding, a show of discretionary power

that participation is not coerced

smoking culture in action another message of messages distance from childhood refusal of parenthood protective barrier behind which the difficult business of self construction can be conducted a political message a statement of structural place in the world at the moment this place is disputed and negotiated a “benefit” of smoking culture

another message of messages

distance from childhood

refusal of parenthood

protective barrier behind which the difficult business of self construction can be conducted

a political message

a statement of structural place in the world at the moment this place is disputed and negotiated

a “benefit” of smoking culture

construction of warm smoking culture a rich one contains X and not-X easy to make too much of cool smoking also a means to be “warm” a way to show engagement, vividness to be present, engaged, excited more on this in section 2 another “benefit” smoking culture

smoking culture a rich one

contains X and not-X

easy to make too much of cool

smoking also a means to be “warm”

a way to show engagement, vividness

to be present, engaged, excited

more on this in section 2

another “benefit” smoking culture

the construction of threat the visual preemptive strike a way not just of declaring toughness (within or without gender idiom) also a way of declaring malevolent intent sometimes merely preemptive if you attack me, you can expect response in kind but sometimes more forthright I am to be feared “benefit” of smoking culture

the visual preemptive strike

a way not just of declaring toughness (within or without gender idiom)

also a way of declaring malevolent intent

sometimes merely preemptive

if you attack me, you can expect response in kind

but sometimes more forthright

I am to be feared

“benefit” of smoking culture

mood manipulation respondents clear on use of smoking for “self medication” smoking as calming creates a place in space creates a moment in time creates a focus creates justification in a culture that treats inactivity as idleness creates an “away” experience change in focal plane disengagement not as politics but as palliative

respondents clear on use of smoking for “self medication”

smoking as calming

creates a place in space

creates a moment in time

creates a focus

creates justification in a culture that treats inactivity as idleness

creates an “away” experience

change in focal plane

disengagement not as politics but as palliative

mood manipulation highly structured, ritualized breaks individuals out of time and space gives pretext forgives, allows disengagement an opportunity to reestablish self possession and/or cool meanings working in concert smoking as place of respite smoking as reliable companion key “benefit” of smoking culture

highly structured, ritualized

breaks individuals out of time and space

gives pretext

forgives, allows disengagement

an opportunity to reestablish self possession and/or cool

meanings working in concert

smoking as place of respite

smoking as reliable companion

key “benefit” of smoking culture

section 2: cultural practices

smoking useful gets “social work” done from Canada’s contribution to social sciences: Irving Goffman highly strategic device in “impression management” & the presentation of self from Michael Silverstein highly strategic “meta-pragmatic function” how smoking helps get work done

gets “social work” done

from Canada’s contribution to social sciences: Irving Goffman

highly strategic device in “impression management” & the presentation of self

from Michael Silverstein

highly strategic “meta-pragmatic function”

how smoking helps get work done

sociality solitary smoking ticket of admission meeting someone (micro) license to join (macro) sustain self/role/occasion/face the problem of social smoking

solitary smoking

ticket of admission

meeting someone (micro)

license to join (macro)

sustain self/role/occasion/face

the problem of social smoking

solitary smoking solitary smoking is a social act there is a relationship between smoking and smoker writing, thinking, walking giving respite, separation, pacing, concentration “ portable world” phenomenon the companionable cigarette whatever happens at least I have my smokes building and maintaining the rlts with the self self management, meta-pragmatic function & benefit

solitary smoking is a social act

there is a relationship between smoking and smoker

writing, thinking, walking

giving respite, separation, pacing, concentration

“ portable world” phenomenon

the companionable cigarette

whatever happens at least I have my smokes

building and maintaining the rlts with the self

self management, meta-pragmatic function & benefit

ticket of admission smoking has still more powerful uses as instrument of sociality for some a ticket of admission one respondent: “I never came out here before I started smoking because I found everyone so intimidating” some spaces & friends off limits to many non-smokers cigarettes work crudely as badge of membership meta-pragmatic function & benefit

smoking has still more powerful uses as instrument of sociality

for some a ticket of admission

one respondent: “I never came out here before I started smoking because I found everyone so intimidating”

some spaces & friends off limits to many non-smokers

cigarettes work crudely as badge of membership

meta-pragmatic function & benefit

meeting someone a more micro social device smoking as pretext & text for meeting style and pattern of smoking offers permission and script you may approach to ask for a cigarette/drag/puff how you approach to ask for a cigarette/drag/puff & then manage relationships through exchange of smokes some social circles a Kula ring

a more micro social device

smoking as pretext & text for meeting

style and pattern of smoking offers permission and script

you may approach to ask for a cigarette/drag/puff

how you approach to ask for a cigarette/drag/puff

& then manage relationships through exchange of smokes

some social circles a Kula ring

sustaining performances at risk Goffman argues every social actor (teen or not) constantly at risk of error and loss of face what is not successfully “in process” at risk of coming undone nothing is utterly, definitively said or done in social life everything must be renewed and acquitted everyone inclined to social error, some teens esp. inclined to it

Goffman argues every social actor (teen or not) constantly at risk of error and loss of face

what is not successfully “in process” at risk of coming undone

nothing is utterly, definitively said or done in social life

everything must be renewed and acquitted

everyone inclined to social error, some teens esp. inclined to it

when things to wrong we are gifted with impression management strategies & meta-management strategies what to do when things go wrong pea on table; you cannot bale smoking as a perfect place of first resort finding, lighting, smoking all give pretexts for the removal, renewal, repair strategy and benefit without which you’re vulnerable

we are gifted with impression management strategies

& meta-management strategies

what to do when things go wrong

pea on table; you cannot bale

smoking as a perfect place of first resort

finding, lighting, smoking all give pretexts for the removal, renewal, repair

strategy and benefit without which you’re vulnerable

sustaining role/occasion in danger Goffman argues every social moment (teen or not) constantly at risk of error and loss of face what is not in process at risk of dissolution when things go wrong, they can get bad a great sliding into difficult arrest the slide or ... smoking culture to the rescue

Goffman argues every social moment (teen or not) constantly at risk of error and loss of face

what is not in process at risk of dissolution

when things go wrong, they can get bad

a great sliding into difficult

arrest the slide or ...

smoking culture to the rescue

section 3: strategic responses

smoking culture meanings in review gender age rebellion style cool warm threat mood real “benefits” true costs

meanings in review

gender

age

rebellion

style

cool

warm

threat

mood

real “benefits”

true costs

smoking culture II practices in review solitary smoking joining a group establishing a relationship sustaining performances at risk smoking as text and pretext real “benefits” true costs

practices in review

solitary smoking

joining a group

establishing a relationship

sustaining performances at risk

smoking as text and pretext

real “benefits”

true costs

communications caveat I this group deeply suspicious of an adult world and more particularly of medical authority government authority marketing “persuasions” social scientists journalists popular culture makers (Hollywood, music...) they have seen the “man behind the curtain” they are not impressed

this group deeply suspicious

of an adult world

and more particularly of

medical authority

government authority

marketing “persuasions”

social scientists

journalists

popular culture makers (Hollywood, music...)

they have seen the “man behind the curtain”

they are not impressed

communications caveat II this is not a group that can be patronized that can be “played” that will respond to threats that will respond to promises that will respond to blandishments that will suffer fools gladly this group possesses media literacy they will spot artifice, stratagem all but the most candid, transparent strategies ill advised

this is not a group

that can be patronized

that can be “played”

that will respond to threats

that will respond to promises

that will respond to blandishments

that will suffer fools gladly

this group possesses media literacy

they will spot artifice, stratagem

all but the most candid, transparent strategies ill advised

communications caveat III they do not wish to be called “teens” they do not wish to be treated as a group (Jesse) they do not wish to be “played back” to themselves esp. not by an art director’s (or anthropologist) most important: don’t try to be one of them don’t try to be “cool” (or “warm”)

they do not wish to be called “teens”

they do not wish to be treated as a group (Jesse)

they do not wish to be “played back” to themselves

esp. not by an art director’s (or anthropologist)

most important: don’t try to be one of them

don’t try to be “cool” (or “warm”)

existing communications strategies government efforts in general recollected advertising health warnings on packages

government efforts in general

recollected advertising

health warnings on packages

government efforts in general evidence of accomplishment “scare the crap out of you and that’s good” “I remember the first time I saw the woman withering away, I went whoa” “they should go extreme, otherwise kids won’t here, they’re listening to MTV” mixed reviews

evidence of accomplishment

“scare the crap out of you and that’s good”

“I remember the first time I saw the woman withering away, I went whoa”

“they should go extreme, otherwise kids won’t here, they’re listening to MTV”

mixed reviews

health warnings on package some approve: warning on boxes is good, a second thought some disregard some mock some collect and mock some rework to mock

some approve:

warning on boxes is good, a second thought

some disregard

some mock

some collect and mock

some rework to mock

problem with health warnings on package voice of authority voice of adult authority voice of adult government authority voice of adult government and medical authority “don’t tell me what I can and can’t do”

voice of authority

voice of adult authority

voice of adult government authority

voice of adult government and medical authority

“don’t tell me what I can and can’t do”

new communications strats when to intervene older to younger ad busting new warnings on pack media literacy website CD ROM anthropologist noticing how people smoke noticing all the things noticed here

when to intervene

older to younger

ad busting

new warnings on pack

media literacy

website

CD ROM

anthropologist

noticing how people smoke

noticing all the things noticed here

when to intervene a crucial summer a liminal time no longer the lord of junior high no longer the captive of day care newly attentive to popular culture between programs a moment of vulnerability, opportunity, curiosity the moment to make contact

a crucial summer

a liminal time

no longer the lord of junior high

no longer the captive of day care

newly attentive to popular culture

between programs

a moment of vulnerability, opportunity, curiosity

the moment to make contact

new strategies: older to younger it is clear that some younger teens smoke to establish credentials to join older teens they believe that they look older collect video of older teens saying otherwise e.g., “they look disparate to me, like they are trying to hard” this is teens talking to teens through intermediary of government

it is clear that some younger teens smoke to establish credentials to join older teens

they believe that they look older

collect video of older teens saying otherwise

e.g., “they look disparate to me, like they are trying to hard”

this is teens talking to teens through intermediary of government

new strategies: ad busting we know that the corporate connection helps sensitize teens to smoking we know there is activism here we know there is an “anti-smoking culture” in the works encourage “anti-smoking culture” encourage ad busting ideology this is teens by teens for teens

we know that the corporate connection helps sensitize teens to smoking

we know there is activism here

we know there is an “anti-smoking culture” in the works

encourage “anti-smoking culture”

encourage ad busting ideology

this is teens by teens for teens

new strategies: health warnings design according to teen suggestions, e.g., person’s face before and after smoking tongue cancer, throat cancer x-ray of cancerous lung wake-up stupid cancer cell mutating a crowd of people standing around a hospital bed you’re cool

design according to teen suggestions, e.g.,

person’s face before and after smoking

tongue cancer, throat cancer

x-ray of cancerous lung

wake-up stupid

cancer cell mutating

a crowd of people standing around a hospital bed

you’re cool

new strategies: noticing media (media literacy) create materials for school boards and websites encourage media literacy courses at younger age supply movie footage, advertising reels, print ads supply some “things to look for” possibilities leave it to teens to instruct teens wait for adbusting perspective to emerge

create materials for school boards and websites

encourage media literacy courses at younger age

supply movie footage, advertising reels, print ads

supply some “things to look for” possibilities

leave it to teens to instruct teens

wait for adbusting perspective to emerge

new strategies: noticing smoking culture (anthropology) create materials for school boards and websites encourage “culture busting” a sensitivity that encourages self consciousness and intervention supply movie footage, etc. supply some noticing possibilities leave teens to instruct teens wait for culture busting sentiment to emerge

create materials for school boards and websites

encourage “culture busting”

a sensitivity that encourages self consciousness and intervention

supply movie footage, etc.

supply some noticing possibilities

leave teens to instruct teens

wait for culture busting sentiment to emerge

new strategies: website & CD delivery vehicle for classrooms & noticing media and noticing smoking culture programs archive movie clips TV & print tobacco ads ethnograpic video critiquing opportunities old communications proposed communications voting & comment systems (for CD) chat line

delivery vehicle for classrooms & noticing media and noticing smoking culture programs

archive

movie clips

TV & print tobacco ads

ethnograpic video

critiquing opportunities

old communications

proposed communications

voting & comment systems

(for CD) chat line

new strategies: “smokes and booze” strategy Avi Lewis’ New Music treatment “Smokes and Booze” new penetration of beer & cigarette marketing in rock clear discomfort on part of musicians & fans create “musicians against tobacco” campaign fund each band contributes % of tobacco supported work  bands come clean creates a concert system that needs no Tobacco Ind. support  industry/fans come clean

Avi Lewis’ New Music treatment “Smokes and Booze”

new penetration of beer & cigarette marketing in rock

clear discomfort on part of musicians & fans

create “musicians against tobacco” campaign fund

each band contributes % of tobacco supported work

 bands come clean

creates a concert system that needs no Tobacco Ind. support

 industry/fans come clean

summary objectives methods research smoking culture section 1 cultural meanings section 2 cultural practices section 3 strategic responses conclusion

objectives

methods

research

smoking culture

section 1

cultural meanings

section 2

cultural practices

section 3

strategic responses

conclusion