สำนักงานราชบัณทิตยสภา

The Journal of the Royal Institute of Thailand Volume IV - 2012 151  Food knowledge and understanding Provided that ethnicity has socio-psychological power to affect self-image, consuming ethnic food re fl ects an attempt to be cosmopolitan, or assimilate foreign cultures (Lu, Fine, 1995: 535-553). As an outcome of growing ethnic contacts and variety seeking, popularity of ethnic consumption persuades Americans to keep up with the trend, and experience different cultures (Lyman, 1989). They are expected to have an ability to recognise and appreciate other cultural beliefs and norms, and respond appropriately to different practices. Yet, Bailey and Tian (2002: 58-65) and Barbas (2003: 669) agree that Americans have little knowledge of ethnic cuisines. They like the authentic experience concept, but they cannot differentiate if the food is authentic or Americanised. Basically, they try ethnic foods since they are interested in the tastes, and are fairly aware of the level of richness, spiciness, or unusual fl avours and ingredients. In many cases, they visit ethnic restaurants only because of price. As af fi rmed by Lu and Fine (1995: 535-553), many ethnic restaurants rely on the host consumers. They modify traditional recipes and cooking processes, and the outcomes do not deserve to be called authentic. However, if ethnic food is too Americanised, consumers will be dissatis fi ed with the loss of ethnic distinctiveness. Unfortunately, they are not always aware, or try to make certain, if the restaurant food is authentic. In fact, it is dif fi cult to de fi ne ethnic experience if consumers only consume ethnic foods at restaurants. In order to clarify cross-cultural understanding, it is required to recognise the differences in food meanings perceived by the natives who always cook the same cuisine for a life time, the host consumers who eat in exotic restaurants, as well as the ones who eat at ethnic homes. That is, the meanings are deep in the minds of those who prepare the food, those who consume it (Inness, 2001), as well those who market it. Methodology The research undertaken in the author’s thesis was aimed at Caucasian Americans to answer the question, “ What are the perceived meanings of Thai food, and its associated cultural symbolism, in the United States markets? ”, with the purpose of understanding the symbolic meanings of processed Thai food products and Thai food acculturation. Ratiwan Watanasin