Cigarettes are a clear medium in society. The different types of cigarettes highlight gender differences in society, illuminate one's social preferences, and depict one's ethnicity. Throughout Media Society, Croteau & Hoynes argue that "...the new media is pushing toward segmented programming which is likely to produce an increasingly fragmented audience (Chapter 2, pg. 75)". This segmentation is displayed through the innumerable brands of cigarettes, which yields a severe segmentation of consumers based on ethnicity and gender.
Cigarettes can illustrate one's ethnicity. Usually, one who smokes cigarettes is more likely to be an International student then an American student. International cigarettes include: Rothmans, Dunhills, and Gauloises, and Bensons. They are typically more expensive and exotic then traditional "American" cigarettes. However, overseas, smoking is considered a part of the culture, versus being denounced in American society. My friends who grew up abroad have been immersed in nightlife at a young age, and thus, have developed these tastes. Thus, on the Babson Campus, if one sees a person smoking they usually assume they are an international student. Smoking was a cultural value, rather than a product of advertising or media influence.
Moving forward, the types of cigarettes one smokes illuminates gender differences in society. For example, Marlboro Reds, Camel Turkish Golds, Lucky Strikes, or Newports are considered masculine cigarettes. Marlboro Reds are coined as the most manly cigarette on the market, consumed by rugged individualists, and known as the "original cowboy killers" (Marlboro 27s are the lighter version of Reds). Camel Filters are a middle of the road brand, for a man who likes a strong cigarette, but doesn't want to be too conspicuous about it. Camel Lights is the mark of someone who is not a serious smoker, but still demands manly respect. Winstons are normally only smoked by NASCAR fans. Kamel Reds are a strong and slightly hipper cigarette, catered towards a younger demographic. Lucky Strikes are typically smoked by older men (the brand was very popular in World War II).
Feminine cigarettes include: Marlboro Lights, Camel No 9s, Camel Lights, Parliament Lights, Virginia Slims, and Salems. Marlboro Lights are a very light, less harsh cigarette to enjoy with your girlfriends. Camel Lights shows a girl who can appreciate a good cigarette and who values a flavorful taste. Parliament Lights are normally smoked by pretty, sorority girls who enjoy social smoking but are not regular smokers. Virginia Slims cater to an older demographic, are are normally smoked by middle aged women who have been smoking for a significant amount of time. Salems are known as a cheap cigarette which is mostly consumed in the midwest or south. However, there are always exceptions to the rules. Personally, I know many girls who smoke "manly" cigarettes and many guys who smoke "girly" cigarettes.
Lastly, the nicotine in cigarettes acts as a core advertisement versus the traditional media communication models. The purpose of advertisments is to increase customer loyalty and consumer retention rates. Thus, we can argue that nicotine (the additive in cigarettes) serves the same purpose: it drives customer loyalty, and keeps continuously consumers buying cigarettes. Throughout the message, we have rarely discussed the death of a medium. In my above argument, international students engaged in smoking because it was part of the cultural value, versus the product of advertising.
In the cage of cigarettes, the product serves as a stronger advertisement then the actual advertisement, and the medium has died in the process of communication. Croteau & Hoynes comment on the importance of mediums, "...media messages are central to our everyday lives (Chpt 8, pg. 265)." Throughout the semester we have been discussing the importance of mediums and media in our lives. However, we have rarely discussed the death of mediums.
This quote above raises the questions of: are mediums a true outlet of communication? Can a medium ever die in the process of communication? Or rather, can the medium be misconstrued, and serve as the foundation for stereotypes between gender and ethnicity?
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| Feminine Cigarette |
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| Barack Obama |
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| Manly Cigarette |
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| Feminine Cigarette |
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| Masculine Cigaratte |
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| Feminine Cigarette |
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| Gender Neutral Cigarette |
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| International Cigarette |
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| International Cigarette |
I totally agree with your post, there are definitely different stereotypes for cigarettes, I love that now some are marketed toward women and have "girly packaging." These exceptions are definitely broken though. My father smokes Marlboro Menthols, "girly," and I used to smoke Newports, "manly." I actually smoked Newports because I used to spend my summers in Newport, Rhode Island. :]
ReplyDeleteToday in class you mentioned you had done your blog on cigarettes. I automatically was about to say, then you obviously mentioned No 9s -- which in fact you did. Due to their marketing, it is clear they are trying to get young women to indulge into their products. I remember reading an article once about how No 9s were enticing people who don't even smoke, to smoke just because of the image this cigarette gives off.
ReplyDelete