BREAD TALKS: CONSUMPTION AND CHANGING MEANINGS OF FOOD IN SINGAPORE

Abstract

Bread has always been widely acknowledged as the staple food of the Europeans. However, the increasing popularity of bread in traditionally rice eating Asian countries should not be ignored. The aim of this thesis is to account for the recognition of bread in Asian societies and exploring the changing meanings of food and in food habits due to long time consumption of bread. Using Singapore as an example, I attempt to explain the phenomenon using concepts of modernity. The predominance of image and reaffirming of status through consumption are hallmarks of the modern society. I argue that these two features are embedded in bread and thus lead to its popularity. On the other hand, traditional notions of the composition of a complete meal are challenged by the younger generation as they disagreed with older generation's definition of it. The change in perception is brought about by a generation of young people who consumed fast food that featured bread as a main item. However, the prevalence of bread is still very much confined to breakfast even though the younger generation accepts it as dinner. The pervasiveness of rice during dinner demonstrates that bread has yet to take up the intrinsic quality in rice. It is the extrinsic qualities of bread that make it well received by Asians.