Author: Dr. Anuradha Rai, Director, ECHO For Gender Equity India Pilot Project, Project ECHO and Former Principal, Ambience Public School.
Tobacco usage among young adults remains a pervasive issue, despite widespread awareness of its health risks. The temptation to smoke for young people often stems from a combination of social influences, psychological factors, and cultural portrayals. This article explores the various reasons why young adults begin smoking, including the desire to appear "cool" and rebellious, the influence of peer pressure, and the impact of role models. Additionally, it examines the role of parents and teachers in prevention and discusses ideas for effectively communicating the dangers of smoking to a demographic that often resists authority.
The Allure of "Coolness"
One of the primary reasons young adults start smoking is the perception that it enhances their image. The portrayal of smoking in movies, television, and other forms of pop culture often associates the habit with being cool, subversive, and sophisticated. Iconic characters and modern anti-heroes in films frequently smoke, creating a lasting impression that smoking is a hallmark of the bad boy or girl image. This glamorization of smoking in the media contributes significantly to its appeal among impressionable young minds who are eager to forge their identities.
The association of cigarette smoking with coolness has historical roots. In the early to mid-20th century, smoking was marketed aggressively by tobacco companies as a symbol of sophistication and intrigue. Advertisements often featured celebrities and attractive models, embedding the image of the stylish smoker in the public consciousness. The subsequent decades saw smoking become a staple in cinema and fashion, further cementing its status as a symbol of subversion and independence. This historical backdrop has created a lasting legacy that continues to influence young adults today.
Glamorization of Smoking in Pop Culture
A notable example of this glamorization is Don Draper, the charismatic protagonist of "Mad Men." Set in the 1960s, the series portrays Draper, played by Jon Hamm, as cool and sophisticated. He frequently smokes, depicting it as integral to his persona. Despite Draper's flaws, his confidence and charm make smoking appear alluring, reinforcing its association with success and style.
Indian movies and pop culture have significantly contributed to making smoking seem appealing, reinforcing its association with coolness and adventure. Iconic actors like Rajinikanth, known for his unique style of flipping a cigarette in many films, and Shah Rukh Khan, whose suave and cunning gangster character in "Don" (2006) frequently smokes, have popularized smoking as a symbol of invincibility and edginess. Films like "Dev.D" (2009), "Rockstar'' (2011), and "Gangs of Wasseypur" (2012) depict smoking as part of a countercultural, free-spirited, and contrarian lifestyle. These portrayals contribute to the enduring image of smoking as a hallmark of smoothness, defiance, and nonconformity.
Influence of Role Models and Older Peers
Young adults are highly susceptible to the behaviors of those they admire. Older siblings, friends, or celebrities who smoke can have a profound impact on their decision to start smoking. When a young person sees someone they look up to smoking, they may perceive it as an endorsement of the habit. This phenomenon is exacerbated by the tendency of adolescents to mimic actions they believe will make them more accepted or admired within their social circles.
A study from California examined the impact of movie stars on adolescent smoking habits, revealing a strong correlation between exposure to smoking in movies and the likelihood of starting to smoke. This influence of media and role models underscores the powerful effect of perceived social norms on young adults' habits.
Peer Pressure
Peer pressure is another significant factor driving young adults to smoke. The desire to fit in and be accepted by peers can lead to experimentation with smoking, especially if it is perceived as a common or accepted practice within their group. Adolescents may fear social exclusion or ridicule if they refuse to participate in smoking, leading them to adopt the habit despite their knowledge of its risks. This social dynamic can create a powerful incentive to start smoking, often outweighing the warnings from parents and educators.
Beyond Coolness: Real Issues and Underlying Factors
While the romanticization of smoking and the influence of peers play significant roles, it is crucial to acknowledge that young adults might turn to smoking due to more profound issues. At this age, death and disease often seem distant realities, making the immediate perceived benefits of smoking, such as stress relief, seem more important than the long-term risks. Additionally, for some young people, smoking may represent one of the few available avenues for coping with their circumstances.
Stress and Mental Health
Many adolescents and young adults face significant stress from academic pressures, family issues, and social dynamics. Smoking can be perceived as a quick and accessible way to relieve stress and manage anxiety. The calming effects of nicotine can provide temporary relief from these pressures, leading to repeated use and potential addiction. A study found that about one out of every four adolescents is involved in smoking, drinking, or drug use, highlighting the extensive reach of these attitudes among youth.
Curiosity and Experimentation
The natural curiosity and tendency toward exploring new things in adolescence can lead to trying smoking. The enticement of the forbidden and the desire to experience something new can drive young people to smoke, even if only to see what it is like. This experimentation can easily turn into a habit, particularly if the individual enjoys the initial experience.
Misinformation and Misunderstanding
Despite public health campaigns, there remains a degree of misinformation and misunderstanding about the risks of smoking. Some young adults may underestimate the dangers or believe that they can quit before any serious harm occurs. This sense of invincibility is common among adolescents, who often believe that they are immune to the long-term consequences of risky actions.
Gender Perspectives
Women face unique social pressures and expectations, which can influence their decision to smoke. In many cultures, including India, smoking among women is often stigmatized more heavily than among men. However, the portrayal of female smokers in media as bold, independent, and rebellious can attract young women seeking to challenge traditional gender roles.
In urban settings, smoking among women is sometimes seen as a symbol of modernity and liberation. Many films portray female characters whose smoking habits are tied to their strong, independent identities. This can create a double-edged sword where smoking is both a statement of defiance and a potential gateway to addiction.
Caste and Class Perspectives
The prevalence of smoking can also vary significantly across different caste and class groups. In lower socio-economic strata, tobacco usage, including smoking and chewing tobacco, is often more common due to a lack of awareness, limited access to healthcare, and cultural norms. In these communities, smoking might not be associated with coolness but rather as a social habit ingrained in daily life.
Conversely, among the higher socio-economic classes, smoking might be seen as a status symbol, associated with modernity and sophistication. The influence of Western lifestyles and media can play a significant role in these perceptions. This disparity highlights the need for tailored public health strategies that consider the socio-economic context of different groups.
Role of Parents and Teachers
Parents and teachers play crucial roles in preventing tobacco usage among young adults, but their efforts must be carefully tailored to overcome the typical resistance of adolescents to authority figures.
Open Communication: Creating an environment of open and non-judgmental communication is essential. Young adults are more likely to listen and consider advice if they feel their perspectives are respected and understood.
Modeling Behavior: Parents and teachers must model the attributes they wish to see. Demonstrating a smoke-free lifestyle and openly discussing the reasons behind it can be more impactful than direct warnings.
Education and Awareness: Providing accurate information about the risks of smoking and debunking myths is crucial. Interactive and engaging educational programs that involve discussions, videos, and personal stories can be more effective than traditional lectures.
Empowerment and Decision-Making: Encouraging young adults to think critically about their choices and empowering them to make informed decisions can foster a sense of responsibility. Programs that enhance self-esteem and decision-making skills can reduce susceptibility to peer pressure.
The Gateway Effect
Public health experts have highlighted the role of tobacco and alcohol as gateway drugs, leading to further substance abuse among young people. Government surveys in India have revealed alarming figures, such as 70,000 children in Delhi alone being habituated to drugs. This underscores the urgent need for effective intervention approaches to address this growing problem. Studies indicate that early exposure to tobacco and alcohol can pave the way for the use of harder substances, impacting the overall health and well-being of young individuals.
Conclusion
Tobacco usage among young adults is influenced by a complex interplay of social, psychological, and cultural factors. While the allure of appearing cool and the influence of peers and role models are significant drivers, stress, curiosity, and misinformation also play roles. Moreover, deeper issues like stress, mental health struggles, and the search for coping mechanisms must be recognized as contributing factors. Parents and teachers must adopt nuanced and empathetic approaches to effectively communicate the dangers of smoking. By fostering open communication, modeling healthy behaviors, and empowering young adults to make informed decisions, they can play a crucial role in tobacco prevention. Complementing these efforts with robust government policies can create an environment where the appeal of smoking is significantly diminished.