01984nam a22002537a 4500 OSt 20250115145642.0 250115b |||||||| |||| 00| 0 eng d DSSC Per/400/L770/2015 Llarena, Elaine DC 12175 The Philippine Journal of Development Communication 11762 Current literature that supports the shift to Asiacentric and development communication paradigms in dealing with the understanding of animal health risks and biosecurity in Southeast Asia by Elaine DC. Llarena pp. 187-213 21cm. text unmediated volume 7 Novel diseases in the last two decades were mostly zoonotic, diseases that originated from animals that are transmissible to humans. Severe Acute Respiratory Syndrome (SARS) and Avian Influenza are examples of zoonotic disease that largely affected countries in Southeast Asia. Understanding of the socio-cultural contexts in the way animals are raised, slaughtered, and prepared for food consumption are crucial to effectively communicate disease emergency preparedness and response. This paper articulates that Asiacentric communication and development communication paradigms provide analytical cultural lenses for deeper understanding of the socio-cultural and institutional implications of communicating animal health risks and biosecurity in selected countries in Southeast Asia illustrated the relevance of the two paradigms. In conclusion, the paper recommends the: exploratory use of multi, inter-disciplinary approaches and the 'One Health' concept; methodological practice of triangulation and mixed method frameworks; and intensified adoption of the interpretive paradigms, as potential areas for communication research. Communication 4577 Animal health 12177 Development communication 12164 ddc PINDEX 8680 8680 0 0 ddc 0 0 SPMT-CAS SPMT-CAS 2025-01-15 0 Per/400/L770/2015 2025-01-15 00:00:00 2025-01-15 PINDEX