What is it about?
The U.S. tobacco industry's historically uncanny ability to persuade American women to first take up smoking despite entrenched taboos against it.
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Why is it important?
The paper departs from the popular notion that women began smoking because of the influence of glamorous Hollywood diva images. Instead, it points to the role of the growing women's movement in shaping the idea that cigarettes were symbols of female empowerment.
Perspectives
Studying the U.S. tobacco industry can be a very rewarding endeavor. For one thing, the many court cases against it have placed important and typically confidential material in the public domain, making it extraordinarily accessible. Second, the industry is an amazing example of survival in the context of extreme illegitimacy and organized opposition. It therefore sheds light on legitimation management strategies by other corporations and industries.
Mrs Pushkala Prasad
Skidmore College
Read the Original
This page is a summary of: Smoke and mirrors: Institutional entrepreneurship and gender identities in the US Tobacco Industry, 1920–1945, Organization, September 2014, SAGE Publications,
DOI: 10.1177/1350508414547148.
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