The researchers set out to understand the stigmatisation process in the U.S. tobacco industry. How did the industry manage to slow down this process?

Three stages

The ABS researchers found that stigmatisation took place in 3 stages across an extended period of time. Each stage features contested debates and struggles, which resulted in the extension of stigma in different ways:

• Defining harm (1980-1992)
• Assigning responsibility (1993-2010)
• Shaping new social norms (2011-2016).

Their proposed model focuses on 3 key elements of stigmatisation:

• Attention, which brings new issues into the spotlight;
• Stigma-building efforts, where those doing the stigmatising use discourse to create a negative image
• Resistance efforts, where the those being targeted push back against the stigma.

Overall, the researchers demonstrate that stigmatisation is not a straightforward or complete process. Instead, it is partial, occurs in stages, and is constantly challenged.

Insights valuable in other contentious industries

Their research has significant implications as it deepens the understanding of how stigmatisation processes can evolve in other contested industries, such as fossil fuels, gambling, or pharmaceuticals. By revealing that stigma is not a linear or complete process but one marked by ongoing resistance and adaptation, they offer valuable insights for regulators, policymakers, and advocacy groups. Their findings highlight the importance of discursive strategies in shaping public opinion, industry practices, and regulatory actions. In short, this paper provides a better understanding of how powerful industries become stigmatised.