r
Chew appeals largely
to young, white males
By Scott Maben
Or lb* Emerald
Consumption of smokeless tobacco is highest among
white males in middle and high schools, primarily in the
South and West, according to national polls in recent years.
South Eugene High School Associate Principal Gerry
Kosanovic says use of chew by students isn’t much of a pro
blem there.
“It’s more of a rural phenomenon.'’ Kosanovic says.
“You see it more often in Crow and Elmira.’’
Oregon surveys support Kosanovic's claim. A study of
nth-graders in suburban and rural areas of the state showed
that:
•77.5 percent of 445 males and 34.2 percent of 43ti females
had tried chew or snuff.
•22.7 percent of 440 males and .5 percent of 431 females had
used it in the previous seven days.
Use is slightly lower in Oregon's suburban/urban areas,
however, the habit is formed in the earlv-adolescent years in
both dense and sparse populations.
Kosanovic says he hears more reports of experimentation
with chewing beginning in middle school.
“That's a very impressionable age. It's a transition
period." he says. “At that level, identity crises hcgin. and if
kids are going to try it. they're probably going to do it then “
One 1985 survey found that If> percent of males in the
country aged 12 to 25 use smokeless tobacco products.
However, a current U.S. inspector general's national survey
revealed the overall average age at which rhewers take their
first 'dip" is 10.5. in the fifth grade.
Iht* tobacco industry recognizes this target group, as it
spends millions of dollars trying to appeal primarily to
young, white males, ('hewers are exposed to advertisements
that emit tones of patriotism and nostalgia, and reflect the
rugged outdoor life.
Skoal Bandits, lip-sized pouches of wintergreen tobacco,
were introduced a few years back to novice chewers prepar
ing for days of more hardy “chaws.”
Displays of snuff and chew usually are set apart from
cigarettes in convenience and grocery stores, often placed
close to candy and fast-food products, notes a recent article in
the Massac husetts Medical Society's Morbidity and Mortality
Weekly Report.
Smokeless tobacco is now available in two different
forms: chewing tobacco (Red Man, Mail Pouch), and dry or
the more popular moist snuff (Copenhagen. Skoal)
Occasionally munched, rough-cut chewing tobacco is
sold as looseleaf. plug and twist, and often has licorice added
to it. Snuff also is sweetened at the factory, hitting the shelves
In wintergreen and mint flavors.
Before Congress placed a ban on television and radio ads
for smokeless tobacco, effective last August, athletic idols
such as Carlton Fisk of the Chicago White Sox and former
Dallas Cowboy Walt Garrison, spokesman for Copenhagen
and Skoal manufacturer U.S. Tobacco Co., peddled the stuff
from stadiums and arenas on prime-time television.
These sales pitches were long deemed vice-laden by the
American Medical Association and other opponents of the in
dustry because of the influence the athlete-heroes have on
young people.
But U.S. Tobacco Chairman of the Board Louis Bantly
has publicly argued that tobacco producers don’t attempt to
capture the young market. Bantly insists the industry sup
ports a minimum use age of 18.
Currently 36 states, including Oregon, prohibit by law
the sale of smokeless tobacco to minors (under 18). These
laws, however, often prove difficult to enforce.
At South Eugene, Kosanovic says athletes are prohibited
from using any type of tobacco. Before joining a team, a stu
dent must sign a contract agreeing not to chew on or off cam
pus. during school hours or not.
Other students may chew only in a specially designated
tobacco-use area behind the school. Students caught chewing
elsewhere on campus face a two-day suspension.
Kosanovic says he believes such policies present a cor
relation between education and the chewing habit.
Chew
Continued from Page 8
it.”
Finley's reaction to current
health warnings is mild. “Of
course it’s scary, but I don’t
plan on chewing after college.
It’s just something to do for
now.”
Finley was contacted again
recently and says he has not
made good on his New Year's
resolution to quit. ”1 changed
my resolution to something
else.” he says.
Eighteen- year-old John
Wheeler of the Phi Gamma
Delta fraternity also began
chewing after a friend in high
school offered him a plug of
Copenhagen, which he took hut
didn’t really like.
“So 1 tried some other brands
and finally chose Kodiak." says
Wheeler, a devout ehewer for
four years.
Wheeler says the cancer
threat does intimidate him. but
it hasn't affected his consump
tion ot more than two cans a
week
“1 talked to my dentist who
told me it I get an infection. I'll
first see a white lesion
(leukoplakia)," Wheeler says.
“So I’m just watching for that."
Nationwide, chewing is a
habit characterized by use by
athletes.
Clark attributes the associa
tion between athletes and chew
ing to a mode established before
college. He believes high school
athletes take up chewing as a
status symbol, and then get
hooked, carrying it on into
college.
And the tobacco industry
doesn't deter the college
consumer.
Promotional giveaways on
college campuses have served
to enhance the image of
smokeless tobacco. Manufac
turers are regular sponsors on
many collegiate rodeo circuits.
IJ.S. Tobacco Co., which
commands ‘JO percent of the
snuff market with Copenhagen
and Skoal, sponsors rodeos at
Eastern Oregon State College in
La Grande “all the time," says
EOSC Dean of Admistration
fames Lundy.
“All of the intercollegiate
rodeos are sponsored by the
tobacco industry, which also
provides scholarships,” says
Lundy, who coaches the EOSC
Mounties Rodeo Team.
Lundy says the popularity of
smokeless tobacco is very high
at EOSC, especially among
athletes in baseball, rodeo and
football.
“It’s part of the culture over
here. Sixty percent of our
students come from this side of
the mountain. They grow up
around smokeless tobacco,”
Lundy says.
He adds that the National
Association of intercollegiate
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Athletics is requiring .ill inter
collegiate institutions to
establish rules strictly govern
ing the use of drugs, alcohol
and tobacco. Lundy says KOSC
will abide by educating
students about the conse
quences of using these
s u b s t an ce a , including
smokeless tobacco.
When asked if any group of
University athletes are obvious
chewers. University Athletic
Director Hill Hvrne replied,
“Yes. the coaches.”
”1 think it's a dirty habit.” he
savs of two particular coaches
be knows who chew. “I don’t
like to see them dribbling down
their chins onto their shirts.
Whenever I see it. 1 hate it.”
J
C* «i r y (! r a v , a s s o c i a t e
academic coordinator for the
Athletic Department, says he,
too. has a personal disdain for
chewing, and does not allow it
in the student athlete study and
tutorial sessions that he
supervises.
“The people around me know
better than to chew," Cray says.
Mut once on the playing
fields, chewing is regulated on
ly I>y individual coaches' train
ing rules.
Rules for the University
wrestling team forbid smoking
and alcohol consumption as
well as a number of other drugs.
Use ol smokeless tobacco is not
addressed in the rules. Football
training rules read similarly.
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