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[Reid] develops an approach to globalization and health that goes beyond simplistic dichotomies'such as the puritanism of the United States in contrast with the more libertine cultures of other countries'and he also eschews the equally simplistic view that the world is becoming homogenized.' 'David J. Hess, Rensselaer Polytechnic Institute
A tangible aspect of living, working, and traveling in the 21st century is the experience of moving between smoke-filled and smoke-free environments. In Globalizing Tobacco Control, Roddey Reid examines what lies behind this experience: the revolution in public attitudes and health codes that regulate daily routines and the life of the body. While the gradual replacement of smoking with non-smoking as the social norm is a global phenomenon, it has not followed the same trajectory everywhere. Reid compares anti-smoking campaigns in the United States, France, and Japan for what they reveal about the nature of globalization and liberal arts of government. He explores distinctive national histories of tobacco; evolving global marketing strategies of transnational tobacco corporations; 'social marketing' techniques used to tailor public health messages to particular ethnic communities; and the programs of international public health organizations.