Book Talks in Medical Humanities: Keith Wailoo’s Pushing Cool: Big Tobacco, Racial Marketing, and the Untold Story of the Menthol Cigarette
Police put Eric Garner in a fatal chokehold for selling cigarettes on a New York City street corner. George Floyd was killed by police outside a store in Minneapolis known as “the best place to buy menthols.” Black smokers overwhelmingly prefer menthol brands such as Kool, Salem, and Newport. All of this is no coincidence. The disproportionate Black deaths and cries of “I can’t breathe” that ring out in our era—because of police violence, COVID-19, or menthol smoking—are intimately connected to a post-1960s history of race and exploitation.
In Pushing Cool, Keith Wailoo tells the intricate and poignant story of menthol cigarettes for the first time. He pulls back the curtain to reveal the hidden persuaders who shaped menthol buying habits and racial markets across America: the world of tobacco marketers, consultants, psychologists, and social scientists, as well as Black lawmakers and civic groups including the NAACP. Today most Black smokers buy menthols, and calls to prohibit their circulation hinge on a history of the industry’s targeted racial marketing. In 2009, when Congress banned flavored cigarettes as criminal enticements to encourage youth smoking, menthol cigarettes were also slated to be banned. Through a detailed study of internal tobacco industry documents, Wailoo exposes why they weren’t and how they remain so popular with Black smokers.
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About the Author
Keith Wailoo is Henry Putnam University Professor of History and Public Affairs. He is jointly appointed in the Department of History and in the Princeton School of Public and International Affairs. He is former Vice Dean of the School of Public and International Affairs, former Chair of History, and current President of the American Association for the History of Medicine (2020-2022). His research straddles history and health policy, touching on drugs and drug policy, on the politics of race and health, on the interplay of identity, ethnicity, gender, and medicine, and on controversies in genetics and society.
About the Respondent
Thomas Dodman is Assistant Professor of French at Columbia University. He is a historian of modern France and its empire, with a broad training in European, cultural and intellectual history, and ancillary interests in psychoanalysis, anthropology, political economy, and social theory. His research ranges widely but typically grapples with forms and experiences of social change in the modern era.
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