Modernity and Morocco: Gender Smoking as a Modernity Sub-youth Culture Aspect, Fez as a Case Study

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Humanity continues moving forward in science and technology to pave the way to a series of changes in people’s behaviours, norms and values. Modernity as a process of renovation affects generations’ ways of behaving and living, especially the youth category. This is called “youth culture”. One of the apparent aspects of this culture that the present research tackles is Gender Smoking. The present study is an attempt to investigate the habit of gender smoking as a youth sub-culture in Morocco. Also, the paper aims at investigating society’s perception towards male and female smokers. For this purpose, the paper uses a theoretical and a practical part. The field work was conducted through distributing 100 questionnaires. Added to this quantitative measurement, 54 interviews were conducted as a qualitative measurement. Briefly, the findings proved that 59% of respondent’s agree that modernity influences Moroccans’ daily lives. Moreover, 65% of respondents believe that there is conflict between tradition and modernity. On the other hand, 31% agree that gender smoking is a modernity sub youth culture aspect. Finally, the majority of respondents, 98%, demonstrate that society tolerates male smokers. Oppositely, 72% of respondents show society’s rejection of female smokers.