The document discusses electronic cigarettes (e-cigarettes), how they work, their components, and benefits compared to traditional cigarettes. It works by vaporizing a liquid solution when the user inhales. The vapor produced contains nicotine but none of the toxins in cigarette smoke. E-cigarettes are presented as less harmful and more socially acceptable than traditional cigarettes. The document also provides background information on Mizoram state in India, including its high tobacco consumption rates, and discusses marketing of e-cigarettes.

1. Culture studies presentation
made by –
Prateeksha Singhal

2. E- CIGARETTES

3. Electronic cigarette-
An electronic cigarette, otherwise known as an e-cigarette,
e-cig, smokeless cigarette or personal
vaporizer, is a battery-operated device that
emulates smoking. When you draw on the device
(as you would a cigarette), an atomizer vaporizes
the nicotine or non-nicotine liquid solution or ‘e-liquid’,
and converts it into smoke-like vapor that
a user or ‘vaper’ inhales. The act of using an
electronic cigarette is often referred to as
‘vaping’.

5. HOW DOES AN E-CIGARATTE WORK ?
An electronic cigarette generally consists of three main components:
a cartridge/mouthpiece, atomizer , and battery. The cartridge acts as
an e-liquid reservoir and also serves as a mouthpiece on one end.
When a user inhales through the mouthpiece, an air flow sensor
activates the atomizer which heats up the e-liquid inside the
cartridge and converts it into smoke-like vapor that a user inhales.
Electronic cigarettes can either come with an automatic or manual
battery. On the other hand, a manual battery features a button that
you press while inhaling. The button is a good feature to have since it
lets you have better control on your draw time, allowing you to take
longer drags. You can press the button a few seconds longer before
inhaling to pre-heat the e-liquid and produce warmer vapor and a
stronger throat hit. At first, the button may seem awkward to
beginners.
– but it only takes 5 minutes to get the hang of.

7. WHAT IS NICOTINE ?
Nicotine occurs naturally in tobacco plants (and in small
quantities in some other plants such as tomatoes,
potatoes, aubergines and green peppers) and is a
component of tobacco smoke. Nicotine is the main
psychoactive ingredient in tobacco, and it is the
component that is responsible for addiction to tobacco.

8. The scientific consensus is that medicinal nicotine does not cause
cancer.
Both the UK government authority, the Medicines and Healthcare
products Regulatory Agency, and the Royal College of Physicians
have concluded that there is no evidence that medicinal nicotine
causes cancer.1,2
It is well recognised that smoking causes cancer. Many components in
tobacco smoke have been determined to be carcinogens, but
authoritative bodies that have reviewed the literature on tobacco do
not include nicotine in this list, including the International Agency for
Research on Cancer,3 the US Surgeon General,4 and the US Food and
Drug Administration (FDA).5

9. However, many people continue to believe that nicotine causes
cancer.6-8 It is important to correct this misconception, as fear of
nicotine may make smokers reluctant to use medicinally approved
nicotine.6
Little research has been done on the long-term health effects
(including cancer) of nicotine in humans, for methodological and
ethical reasons. However, the only large, long-term study
published to date found that nicotine replacement therapy (NRT)
was not linked to the development of cancers among former
smokers.9
Laboratory studies have identified some theoretical mechanisms
by which nicotine could contribute to the growth and progression
of existing tumors, but the relevance of these laboratory findings
to humans is unclear.

10. BENEFITS OF E-CIGARETTES OVER
TRADITIONAL CIGARETTES ..!
NO TOBACCO, NO TAR, NO TOXINS ASSOCIATED WITH TOBACCO
SMOKING.
NO SMOKE SMELL
NO ASH
NO SECONDHAND SMOKE :
The smoke-like mist being emitted from an electronic cigarette is just water-based
vapor that dissipates within seconds.
CONTROL YOUR NICOTINE INTAKE WITH VARIOUS NICOTINE
STRENGTHS
SAVE MORE MONEY WITH CARTRIDGES AND REFILLS
MORE ENVIRONMENT-FRIENDLY
MORE SOCIALLY ACCEPTABLE
WON’T STAIN YOUR TEETH

12. MIZORAM-Mizoram
is one of the Seven Sister States of the North
Eastern India, sharing borders with the states
ofTripura, Assam, Manipur and with the neighbouring
countries of Bangladesh and Burma. Mizoram became the
23rd state of India on 20 February 1987. Its capital is
Aizawl.
CLIMATE-Mizoram
has a mild climate, comfortable in summer 20 to
29 °C and never freezing during winter, with
temperatures from 7 to 21 °C. The region is influenced by
monsoons, raining heavily from May to September with
little rain in the dry season.

13. DEMOGRAPHICS-According
to 2011 census report, Mizoram has literacy
rate of 91.58 % , second to Kerala. It scores approximately
93.4% in sanitation. Mizoram also has the second-highest
urbanisation rate in India.
Media and communication-
Mizoram’s media is growing quickly. Internet access is
average, and private television cable channels are
popular. Doordarshan, the national television service
of India provides terrestrial broadcasting services and All
India Radio broadcast programmes related to the
indigenous culture and local news. Broadband access is
available. In addition to these, there are several websites
in local dialects. Print journalism remains a popular news
medium in Mizoram.

14. Tobacco abuse still high in north-east states..
According to a report of the Global Adult Tobacco Survey (GATS), the top five
tobacco consuming states in India are Mizoram (67%), Nagaland (57%), Tripura
(55%), Meghalaya (55%) and Manipur (54%).
Global Adult Tobacco Survey was conducted across the country in 2009-10 by the
International Institute for Population Science under the auspices of the Ministry
of Health and Family Welfare.
The survey also reported that 90% mouth/oral cancer cases, 80 per cent of lung
cancer cases, 60 per cent of lung infections and 60 per cent of heart attack case
are caused by consumption of tobacco products.
In another survey, The Cancer Registry Programme of Indian Council of Medical
Research (ICMR) shows occurrence of oesophagus, lung, mouth, nasopharynx
and stomach cancer are relatively higher in Northeastern states as compared to
other parts of the country.

15. MARKETING-
1. companies vying for a stake in the fast-growing electronic cigarette
business are reviving the decades old marketing tactics the tobacco
industry
2. We will arrange cab-tops and bus tops displays, sponsoring race cars and
events and encouraging smokers to "rise from the ashes" and take back
their freedom in pt. commercials featuring celebrities like pt. personality
jenny McCarthy.
3. The food and drug administration plans to set marketing and product
regulations for electronic cigarettes in the near future.
4. We have also started selling e-cigarettes on the internet and at shopping
malls kiosks the market has rocketed from thousands of users in 2006 to
several million worldwide who have more than 200 brands to choose from.
5. We are going to launch an event where we are going to distribute e-cigarettes
in all the degree colleges because there are number of smokers
in degree colleges we will make them try e-cigarettes and ask them for
their opinion.

16. THANKYOU….