March 3rd 2024.
In a previous report by BLACK ENTERPRISE, it was highlighted that menthol cigarettes have a negative impact on the Black community, a fact that has been well-documented. However, things took a different turn when UFC commentator and podcast host Joe Rogan brought up the topic in a conversation with comedian Katt Williams.
As reported by Newsweek, Williams was a guest on Rogan's podcast to promote his upcoming Netflix special. During the interview, Rogan asked him, "Why do Black people like menthol cigarettes so much? What's that about?" Williams immediately felt offended and accused Rogan of being racist. He even expressed concerns about being canceled due to the conversation.
The two went back and forth for a few minutes before Williams reluctantly provided an answer, stating that Black people prefer "richer and stronger" cigarette flavors. Recently, NPR's Code Switch podcast dedicated an episode to discussing the topic of menthol cigarettes. According to Gene Demby, one of the podcast hosts, the reasons behind the preference for menthol cigarettes in the Black community are much more sinister.
Demby took to Twitter to share his thoughts and listed a few reasons that contribute to this phenomenon. One of the reasons he mentioned was the relationship between the Black Press and Big Tobacco. He also shared a link to the podcast episode for those interested in listening.
In one of his tweets, Demby mentioned John H. Johnson, the publisher of popular Black magazines, Ebony and Jet. According to Demby, Johnson saw tobacco ads as a way to compensate for the leisure and conspicuous consumption that Black people were denied. He further explained that these ads were a major source of revenue for Black magazines and newspapers, making them dependent on tobacco companies.
In another tweet, Demby revealed that Big Tobacco went all out in their marketing strategy for menthol cigarettes in Black communities. They flooded these neighborhoods with billboards and targeted popular individuals as influencers, offering them money and free products to promote menthol cigarettes. As a result, the percentage of Black menthol smokers increased from 5% in the 1960s to around 80-85% today.
Demby also mentioned how even an NAACP president in the 1980s, Benjamin Hooks, was on the payroll of Big Tobacco as a speaker. Hooks argued that it was paternalistic to criticize menthol cigarettes and that Black people should be able to make their own choices.
In his book, "Pushing Cool: Big Tobacco, Racial Marketing and the Untold Story of the Menthol Cigarette," historian Keith Wailoo delves deeper into this issue. Demby cites this book as a source for his reporting and explains how various influences played a role in turning Black people into a target market for menthol cigarettes. The book reveals the hidden persuaders behind the marketing of menthol cigarettes, including tobacco marketers, consultants, psychologists, and social scientists, as well as Black lawmakers and civic groups like the NAACP.
The ban on menthol cigarettes, which has been a topic of discussion for many years, may finally become a reality in March. This decision comes after years of research and efforts by activists and health organizations to raise awareness about the negative effects of menthol cigarettes, particularly in the Black community. Hopefully, this ban will lead to a decline in the number of menthol smokers and improve the overall health of the Black community.
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