Abstract:
The aims of this research were to study patterns of herb consumption, meanings given to consumption of herbs and discourses about herbs among urban people, as well as the identities related to herb consumption and the agency of consumers to make decisions about herb consumption. Data were collected from 12 urban informants with ages ranging from 25 to 55 years. Most of the informants had a bachelors degree; they had diverse professions including administrator, engineer, air hostess, and entrepreneur. All had used herbs for at least 1 year and were recruited through the Applied Thai Traditional Medicine Center at Thammasat Chalermprakiat Hospital or through Suan Pa Na Boon 3 Community. A qualitative research approach was used; data were collected through observation and in-depth interviews. The research findings showed that some urban people consume herbs in addition to modern medicines, while others exclusively rely on herbs. Herbs, both fresh and processed, are used as food as well as for their medicinal properties. The symbolic meanings given to herbs include seeing them as natural, refreshing, life-force enhancing, safe, convenient, up-tostandard, and as modern. The urban people studied had multiple explanatory sets about herbs. Following modern medical discourse, herbs were considered pure, chemical-free, and free of the risk of accumulation in the body or in specific organs. Following Thai traditional medicine discourse, herbs were conceptualized as trees, weeds, vegetables or other kinds of plants that could be used as food but also had medicinal properties. Explanations based on the folk wisdom discourse (focusing on valuable knowledge passed from generation to generation) and the alternative medicine discourse focused on balance and life force. Herbs were not just seen as medicine; they possessed symbolic meanings that were absorbed and used in the identity construction of urban people in many ways. Urban people using herbs were considered frugal, calm, taking good care of their health and practicing non-attachment, as well as having pure bodies. These perceptions reflect the health needs of urban people and their risky, busy and competitive lifestyles. In addition, consumption of herbs among urban people reflects their agency in making decisions on their self-care, their pursuit of knowledge to guide their selfcare, their ways of evaluating the results of their own herb use, their self-diagnosis and selfcare using herbs, and in negotiating the power of experts. It is recommended on the basis of this study that the government should encourage the use of herbs, based on an appreciation of the multiplicity of discourses in society and of the multi-dimensional meanings of herbs in the lifeworlds of herb consumers. The use of herbs as both food and medicine (as treatment of illness and as tonics) should be promoted. Channels to access herbs should be increased; they should be accessible not only through public health services but also though consumer networks. Empowerment should be provided to the population at large to facilitate self-care.