Social influence and construction of postpartum food intake among Malay women - Theory and Practice in Hospitality and Tourism Research - page 456

“I do not really believe and follow articles or maga-
zine relating to postpartum care and food because it
is simply an ideology of various authors. Instead of
following what was written in the article, why I don't
follow my mother's guideline that has living proof
which is me [smiling]”

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5 CONCLUSION

While literature emphasizing on the cultural knowl-
edge inheritance, especially from the shamanistic
point of view, the study showed the shaman's role
are less influenced the belief and practice of post-
partum food among Malay women. Instead, they
are most likely to be influenced by their closest
social circle. From the lens of the role of food dur-
ing the postpartum period, they believed anything
that has been passed from generation to genera-
tion about the food after childbirth is more reliable.
Nevertheless, due to the evolution of social status
whereby women seek for status equality (Counihan,
1999), this study confirms women who are driven
to seek a higher education ergo the tendency of
questioning the traditional belief is somehow rather
appeared. Chmielowska and Shih (2007) contended
traditional dietary and dietary taboo are still exer-
cised and obeyed by modern people, but this study
showed traditional belief is somehow dissolved and
improved in line with the advancement of social
and technological. Nonetheless, the outcome of
this study proves differently from what Huang and
Mathers (2001) reported. The dependability on the
closest social circle becomes the key factor to most
of their postpartum foodways. Hishamshah et al.
(2011) highlighted the practice of abstinence food
is due to self-belief and only few stated because of
social pressure, this study showed social pressure do
not exist through this duration of postpartum, but
more likely to guide what is best for the benefit of
the mother and also the baby. Through this respec-
tive lens, the changes or modifications of such cus-
toms in modern society are inevitable, which the
culture changes simultaneously with physical char-
acteristic of the population (Chmielowska & Shih,
2007). One thing for sure, there is no longer a set of
rules in practicing postpartum foodways due to cus-
tomization of the foodways from different aspect
such as food allergy, acculturation of practices and
involvement of scientific knowledge as opposed to
anecdotal evidence.

ACKNOWLEDGEMENTS

This paper is sponsored by Research Intensive Fac-
ulty (RIF) Grant by Universiti Teknologi MARA
Malaysia. Grant Number 600-RMI/DANA
5/3RIF (106/2012).