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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
Margaret R. Daniel, PhD, Institute for Health Policy Studies, University of California, San Francisco, 3333 California St., Suite 265, San Francisco, CA 94143-0936, 415-502-6330, becoming1@earthlink.net and Ruth E. Malone, RN, PhD, Institute for Health Policy Studies and Department of Social and Behavioral Sciences, University of California, San Francisco, 3333 California St., Suite 265, San Francisco, CA 94143-0936.
In this paper we describe and analyze the use of derogatory images of African Americans in tobacco media in the United States from 1865-1930. The paper challenges the assumption that the late 20th century proliferation of advertising targeting African Americans is the only period relevant to the production of racialized images. The period following Reconstruction during which the U.S. Tobacco Industry was courting European and European Americans with caricatural images of African Americans has bearing on the present relationship of the Industry to African Americans. The images originated in this period also figure in the development of the global currency of distorted images of African Americans. The early history of the U.S. Tobacco Industry includes marketing innovations which have led to the export of derogatory images of African Americans around the globe. This historical intervention is presented as a necessary step in exploring the impact of negative visual figuration on African American access to full citizenship and socioeconomic status and health. This paper employs questions of visual rhetoric in advertising and socioeconomic status to advance a new paradigm for study of the impact of the construction of visual representation on health within a heavily visually reliant and responsive culture. Funding: Legacy Foundation, California Tobacco-Related Disease Research Program, Grant No. 9RT-0095, National Cancer Institute, Grant No. 1 R01 CA90789-01
Learning Objectives:
Keywords: Tobacco Industry, African American
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.