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Tobacco Talk: Reflections on Corporate Power and the Legal Framing of Consumption
Author(s) -
Benson Peter
Publication year - 2010
Publication title -
medical anthropology quarterly
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.855
H-Index - 55
eISSN - 1548-1387
pISSN - 0745-5194
DOI - 10.1111/j.1548-1387.2010.01120.x
Subject(s) - tobacco industry , framing (construction) , cultivation of tobacco , tobacco control , ethnography , autonomy , public relations , corporate social responsibility , sociology , public health , agriculture , political science , law , medicine , ecology , nursing , structural engineering , anthropology , biology , engineering
This article examines how North Carolina tobacco farmers think about the moral ambiguities of tobacco business. Drawing on ethnographic research with tobacco farmers and archival research on the tobacco industry, I specify the core psychological defense mechanisms that tobacco companies have crafted for people associated with the industry. I also document local social, cultural, and economic factors in rural North Carolina that underpin ongoing rural dependence on tobacco despite the negativity that surrounds tobacco and structural adjustments. This article contributes to our knowledge about tobacco farmers and tobacco farming communities, which is important for tobacco‐control strategies. I reflect on ethical and economic paradoxes related to the rise of corporate social responsibility in the tobacco industry, where an official legal framing of consumption, focused on informed adult consumer autonomy and health education, is promoted to undermine more robust public health prevention efforts.