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Khumalo, Caroline Claudia Mugadza, 2011. The power of tobacco : discipline, power and knowledge : decision to grow a controversial crop. Second cycle, A1E. Uppsala: SLU, Dept. of Urban and Rural Development



The Tobacco industry finds itself in a vulnerable position as various international bodies lobby to
curb its growth and consumption due to health, environmental and social concerns. Using
Foucault’s theories of discipline, power and knowledge alongside with symbolic interactionism I
conduct a study of tobacco growers and how communication motivates them to grow tobacco, cut
down or grow trees, use child labour and become contract growers. I analyse the ways in which
common symbols are used to gain access to information and the ways in which the stakeholders use
power and knowledge to motivate action. The study takes place in Zimbabwe and focuses on flue-
cured tobacco growers. If the tobacco industry is in danger there is a need for them to take steps to
diversify away from growing tobacco. I investigate if there have been any steps taken towards
diversification and if not, what forces are at play that keep the grower strung to this crop.
Furthermore the growth of tobacco has been associated with activities such as the use of child
labour and deforestation so I take a look at how communication has an effect in preventing or
encouraging such activities. Lastly this paper identifies and suggests ways in which stakeholders
can be more effective in their communication with the tobacco growers through analysing
communication that I perceive to be efficient and effective.

Main title:The power of tobacco
Subtitle:discipline, power and knowledge : decision to grow a controversial crop
Authors:Khumalo, Caroline Claudia Mugadza
Supervisor:Hallgren, Lars
Examiner:Ferrari, Cristian-Alarcon
Volume/Sequential designation:UNSPECIFIED
Year of Publication:2011
Level and depth descriptor:Second cycle, A1E
Student's programme affiliation:NG001 Environmental Communication and Management - Magister (1year master) Programme 60 HEC
Supervising department:(NL, NJ) > Dept. of Urban and Rural Development
(LTJ, LTV) > Dept. of Urban and Rural Development
Keywords:tobacco, power, knowledge, discipline , symbolic interaction, communication, diversification
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Subject. Use of subject categories until 2023-04-30.:Agricultural economics and policies
Development economics and policies
Rural sociology and social security
Deposited On:16 Jun 2011 14:30
Metadata Last Modified:20 Apr 2012 14:20

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