3.1.1 ms pam rugkhla
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3.1.1 ms pam rugkhla
- 1. Learning from the experts: How tobacco companies used gender transformative strategies to get women hooked Pam Rugkhla, Health Promotion Officer
- 2. Women’s and men’s tobacco use has become more similar over time
- 3. Attracting female market • Women entering the job market and became a new market.
- 4. Gender blind Gender analysis Gender exploitative Exploit gender stereotypes of women being valued for their looks Life course/diversity Gender transformative Does not see women as a homogenous market. Examining women’s life course and demographics. Challenges gender norms on smoking. Align smoking with the feminist movement.
- 5. Gender exploitative • Exploit gender stereotypes of women being valued for their looks
- 7. Life course/diversity • Does not see women as a homogenous market. • Examining women’s life course and demographics.
- 11. Gender transformative • Challenges gender norms on smoking. Align smoking with the feminist movement.
- 16. Anti-smoking laws and regulations • Ban on tobacco advertising • Anti-smoking ad campaigns • Ban on smoking in public spaces • Plain packaging • Increasing price
- 24. Issues with gender exploitative approach • Reinforce gender stereotype of women that disempower women • Valued for their looks, attractiveness • Show women as victims and submissive
- 25. Challenges for the public health sector • Funding • Working within an ethical framework
- 26. THINGS WE CAN DO
- 27. • Moving the focus from gender exploitative approach to an empowering approach
- 28. Life course/diversity approach • sex-disaggregated data • A gender analysis of evidence • Provision of cessation treatments that are affordable, effective and sensitive to the needs of women. • Provision of cessation approaches that are sensitive to the stressors that undermine women’s smoking cessation efforts.
- 29. Gender transformative approach • Support women’s empowerment through education, political participation, sports – Support positive role models ie health professionals, women in media, women in sports and women in politics – Women’s watch dog organisations, new information technology to mobilise young women
- 30. Women’s Health Victoria Resources • Women & Tobacco: Gender Impact Assessment • Gender Transformative Policy & Practice: • Gender transformative health promotion: Clearinghouse Connector • www.whv.org.au
- 31. Thank you Pam Rugkhla Health Promotion Officer Pam.Rugkhla@whv.org.au Follow us: @WHVictoria Like us: www.facebook.com/WomensHealthVictoria
Editor's Notes
- My presentation today will explore the various gendered strategies tobacco companies employed over the past 80 years to transform the image of tobacco consumption from being dirty and unfeminine to becoming the symbol of female sexual power and emancipation and how use that information to inform public health policy and practice.
- Women and men’s smoking rates are similar. However, this has not been the case. In the early part of the 20th century, tobacco was considered to be unappealing to women. This graph from Norway but it is quite represented of the trends seen in the developed nations. The blue line shows tobacco use in men. The pink shows the use in women. So prior to 1920. So as you can see, Tobacco use among women was low in before steadily increasing until the mid 90’s when strong tobacco control regulations were introduced. And now, while there is still a gap in men’s and women’s consumption of tobacco, women’s tobacco use is pretty similar to men’s. Despite the overall declining rates of tobacco use, In Australia, 20 of women are current smokers. With the higher prevalence in young women and women of lower SES. What’s interesting is how tobacco companies have successfully changed culture and gender norms around smoking. Litigation against tobacco companies in the USA during the 1970s and 80s saw internal documents on tobacco market research released to the public, revealing a highly sophisticated understanding of gender and diversity.
- as more women entered the job market in the post-war era, tobacco companies became aware that women were an untapped consumer market. This marked the beginning of the industry’s significant investment in market research.
- Marketing strategies began to move away from gender blind approach which overlooked women. They began to conduct a series of research and gender analysis into what women wanted and value. Tobacco advertisers also began to move away from cognitive approach to advertising where message tried to appeal to the logical component of the brain by selling the benefits of the products to Affective component in which emotion dictates behaviours. So selling lifestyle, emotions and marketing the association between positive feelings and the product. The strategies employed can be loosely categorized into three groups – these categories are not discreet as various elements can be used at the same time to promote smoking to women. First is the gender exploitative approach which exploited rigid gender stereotype of femininity where women are valued for their physical appearance. This approach reinforced the gender stereotype of women needing to be thin and beautiful in order to attract male attention and find happiness.
- Gender exploitaive measure which tap into women’s insecurities about body image and Link beauty to happiness, love and success have been one of the enduring and successful advertising strategies for tobacco companies.
- Between the 1930s and 60s, cigarettes were marketed towards middle and upper class women who were seen as having the power to purchase. Cigarettes were presented as sophisticated, sociable, stylish, appetite suppressing fashion accessories.
- The second approach recognizes that women are not a homogenous group. By understanding the life course of women along their varying and changing needs, tobacco companies were able to present their product as the solutions to women’s needs and concerns.
- The 1970s saw increased public awareness about the health consequences of tobacco, along with a decline in smoking prevalence among women with tertiary education5. Tobacco companies then shifted their focus towards working class women. Internal reports from tobacco companies reveal that the tobacco industry deliberately targets young people, with one report mentioning that only 5 percent of smokers started smoking after they turned 24. A tobacco industry document outlined strategies to target females aged 24 years and below without tertiary education11. These women were profiled as light, social smokers who report positive effects of smoking as assisting with socialising, being accepted into social groups and a perceived increase in sexiness32. These women were at the beginning of their smoking habit, and were seen as an ideal group to target32. Cigarette brands for younger women also often promote self confidence, freedom, fun and friendship17, 20, 24. At the same time, companies also knew that romance and being attractive to men is also something that appealed to young women. So these ads also featured men as well as women.
- tobacco companies also promoted tobacco as an agent for romance and sexual attraction. This strategy has been successful in luring girls to take up smoking with the hope of becoming more attractive.
- Overall, female smoking rates have declined after a sharp spike in the 1980s7. Much of this is credited to increased public awareness about the danger of smoking and greater restrictions on tobacco through related laws and regulations. Since the 1970s, Federal and State governments have progressively tightened laws around tobacco advertising. The Tobacco Advertising Prohibition Act 199274 enforces a total ban on cigarette advertising in the popular media, on billboards, on public transport, and at popular events. However, while ban on advertising in Australia is strict, promotion of tobacco is still getting through to women.
- smoking continues to be promoted through covert and indirect ways10. cigarette promotion now occurs through a number of avenues including in fashion magazines and images from the runway
- In music clips and music posters. The one with Beyonce’s concert was used last year in Melbourne.
- In films, film promotion posters and tv. Pulp Fiction Breakfast at Tiffany’s Carrie from Sex in the City
- And online through online magazines, webpages and networking sites. Online competitions
- While those that are targeted at women tend to be gender exploitative. They also tap into female body image concerns about beauty and youth.
- In response to the idea of tobacco as a symbol of empowerment, anti- tobacco ad campaigns portray women as victims that succumb to tobacco giants or as animals that have been caught or netted.
- The issue with the ggender exploitative approach is that while it may get the message across that smoking is unattractive and that women are being manipulated by the tobacco companies, it is also reinforcing gender stereotype of women that disempower women Where they are Valued for their looks, attractiveness to the opposite sex and Show women as victims and submissive.
- 1. Gender sensitive research Evidence shows that gender plays an important role in the issue of smoking. Therefore, research into the factors that influence girls and women to smoke is required to inform programs that address the needs and interests of women. Gender sensitive research practice is achieved through: A systematic and consistent reporting of sex-disaggregated data. This is critical in gauging how women and men behave and are impacted differently. A gender analysis of evidence. This leads to policies and intervention programs that are targeted to the varying needs and concerns of women and men, so that outcomes can be improved for both.
- The tobacco industry has long employed gender sensitive research and has targeted their advertising and marketing accordingly. The public health sector and governments have been slow to recognise the need for such an approach. A number of prevention and intervention strategies are now in place and they are making an impact. In order to optimise their effectiveness, policy and health promotion measures must address the relationship between gender and smoking and tailor their responses to meet the needs and concerns of women and girls.