Indonesia’s Cigarette Culture Wars: Contesting Tobacco Regulations in the Postcolony

Abstract

AbstractThis article juxtaposes representations of Indonesia’s tobacco control as temporally backwards with a counter-discourse defending its clove-laced cigarettes—called kretek—as a form of distinctive cultural heritage. These opposing discourses, which I characterize as public health evolutionism and commodity nationalism, structure clashes over Indonesian tobacco regulations. Public health evolutionism can take the form of voyeuristic, exoticizing, and Othering representations, but it can also be used to argue for more equitable access to global tobacco control knowledge and practices. Commodity nationalists insist that the kretek industry should be a source of pride rather than shame, depicting tobacco control as a neocolonial plot to destroy an indigenous industry that benefits small farmers, factory workers, and home industries. This subaltern emphasis obscures the fact that a few large companies dominate the industry, which is increasingly foreign-owned and mechanizing to increase production while reducing employment. The cigarette industry takes advantage of both discourses by marketing supposedly safer products to consumers alarmed by public health messaging, while also promoting the cigarettes-as-national-heritage narrative and undermining regulations. The stakes of these debates are high in the world’s second largest cigarette market, with over three hundred billion sticks smoked each year and more than two hundred thousand tobacco-related deaths.