Cool Consumers: Laurie Taylor considers how music acquires the social connotations of “cool” & its implicit association with youth and outsider status. He's joined by Jo Haynes, Associate Professor in Sociology at the University of Bristol. Also, the way in which racial marketing promoted menthol cigarettes to African Americans, linking them to notions of ‘cool’, with enduringly harmful effect. Keith Wailoo, Professor of History and Public Affairs at Princeton University, unpacks a poignant and intricate story which reveals why 85% of Black smokers prefer menthol brands and how difficult it has been to ban them, not least because of the way that tobacco companies forged deep connections with Black media publishers and civil rights campaigners. He argues that the cry of 'I can't breathe' has multiple meanings in America's painful racial history. Producer: Jayne Egerton

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