Halal food discourse: Communicating Muslim identity and faith in Thai multicultural society

Abstract

This research is a qualitative study aimed at examining the construction of halal food discourse and analyzing the communication of such discourse as an expression of the identity and faith of Muslims within Thailand’s multicultural society. Furthermore, it seeks to propose approaches for utilizing halal food discourse to promote social harmony, reconciliation, and mutual acceptance in a multicultural context. The research framework is based on Michel Foucault’s concept of discourse and the theory of symbolic interactionism. Data were collected through in-depth interviews and focus group discussions with a total of 48 participants, comprising Muslims and non-Muslims, religious leaders, community leaders, halal food entrepreneurs, and scholars in the fields of communication and religion, within the area of Bangkok Metropolitan Region. The findings reveal that halal food discourse is not merely a religious practice but a process of constructing Muslim identity interconnected with power, knowledge, and social truth in a multicultural society. Halal food serves as a medium for expressing faith, identity, and negotiation of Muslims in a culturally diverse context. It also functions as a tool for fostering understanding across religions, peaceful coexistence, and social acceptance. Based on the in-depth analysis, the research proposes the “BUNYAT Model” (Belief, Understanding, Normativity, Yearning, Acceptance, and Transmission) as a means to utilize halal food discourse as a tool for promoting reconciliation and understanding in a multicultural society. In addition, it suggests relevant policy directions concerning halal diplomacy, the development of communication innovations, and the establishment of economic mechanisms to sustainably support the global halal market.