Gender and Tobacco in (Globalizing) Asia – Exorcizing the Ghosts of Dualistic Thought?

This paper investigates the intersections between tobacco, gender and globalizing Asia. I argue that binary tropes like modernity/westernization‐tradition and masculinity–femininity are incessantly invoked in a burgeoning tobacco‐control literature focused on Asia. This tends to reify discursive and material gendered smoking stereotypes, as well as their underlying asymmetrical power relations. Responding to this I chart out three ways in which dualistic gender ideologies can be rethought. Firstly, I attend to varieties within gender categories to account for more nuanced articulations of gender identities. I do this by demonstrating the co‐imbrication between polyvalent masculinities and smoking practices. Secondly, I am attuned to intersecting facets of smoking subjectivities – situated within a specific Asian cultural fabric – that complicate the easy conflation of masculinity with power, and femininity with disempowerment. Lastly, I contend that fleshing out the embodied aspects of gendered smoking practices can assist us in confounding polarized gender categories and their associated attributes. I conclude my paper with a discussion on the uneasy relationships between Asia, Westernization, gender and a possible move away from a Western‐centric dualistic thinking.