DISH NAMES AND CULTURAL DISCONNECT: ANALYZING MENU LANGUAGE IN BALTISTAN, PAKISTAN

Abstract

The language we use and the food we select are both significant reflections of our identity, encompassing elements such as ethnicity, socio-economic status, culture, nationality, religion, and politics. Just as language shapes our identity, our food choices also communicate important aspects about ourselves. For instance, a Muslim diner is generally not expected to order pork, while a devout Hindu typically opts for vegetarian dishes. However, in eateries and cafes that exemplify globalization, the language used in menus can shape our food choices and even challenge our sense of identity. A quick look at restaurant menus reveals a cultural disconnect; they often feature unfamiliar names and dishes that do not resonate with local tastes or align with Pakistani societal norms. This study investigates the language on menu cards and the unusual names given to food items at 14 cafes and restaurants in Baltistan, Pakistan. A total of 54 dish and beverage names were analyzed through purposive sampling. The linguistic analysis indicates signs of socio-cultural transformation that may threaten local identity. Additionally, the prevalence of foreign cuisine over local Pakistani options points to cultural imperialism. The findings urge the restaurant and cafe industry in the region to revise their menus by replacing culturally alien names with those that reflect local Pakistani culture and to allocate more space for Pakistani cuisine, as food serves as a vital symbol of culture.