The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #62002

Elizabeth M Barbeau, ScD, MPH, Center for Community-Based Research, Dana-Farber Cancer Institute, 44 Binney Street, SM 268, Boston, MA 02155, (617)632-5390, elizabeth_barbeau@dfci.harvard.edu and Edith D Balbach, PhD, MPP, Community Health Program, Tufts University, 112 Packard Ave, Medford, MA 02155.

Cigarette smoking is inversely related to social class, and in recent decades, smoking prevalence among women has increased relative that among men, narrowing the gender gap in smoking. This report describes how the tobacco industry construes and acts upon knowledge about class and gender to promote cigarette smoking among young adult females. A systematic search of previously-secret and now publicly-available tobacco industry documents was conducted. Findings reveal that the tobacco industry views "working class" young adults in general to be a critical market segment to promote growth of key brands. Efforts to promote smoking among young adult women do not focus on feminine imagery, but rather rely on gender-neutral imagery, such as "maverick" and "adventurous" characteristics. These and other findings provide clues for reducing class-based disparities in smoking behavior, and for reaching young women of lower social classes. Key conclusions are: (a) there is a need to focus tobacco control efforts in key community-based channels likely to reach working class young adults, such as worksites with low-wage jobs, labor unions, bars/clubs, and community colleges, and (2) tobacco control media campaigns may not need to address young women differently than young men, and in fact, gender-neutral imagery has been used successfully by the tobacco industry.

Learning Objectives:

• At the conclusion of this session, participants will be able to:
•  Articulate how the tobacco industry construes gender and class in promoting cigarettes.
•  Describe key epidemiologic trends of smoking behaviors in the US, by class and gender.
•  Recommend future tobacco policy directions suggested by the research findings on tobacco industry actions, and on persistent and growing class-based disparities in cigarette smoking.

Keywords: Social Class, Tobacco Policy

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.