| Sumario: | 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.
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