02107nam a22002657a 4500003000400000005001700004008004100021040000900062082002200071100003000093130006300123245021600186300002300402336000900425337001500434338001100449440000600460500114100466650002401607650002601631650003801657942001601695999001501711952011501726OSt20250115145642.0250115b        |||||||| |||| 00| 0 eng d  cDSSC  aPer/400/L770/2015  aLlarena, Elaine DC912175  aThe Philippine Journal of Development Communication911762  aCurrent literature that supports the shift to Asiacentric and development communication paradigms in dealing with the understanding of animal health risks and biosecurity in Southeast Asiacby Elaine DC. Llarena  app. 187-213c21cm.  atext  aunmediated  avolume  v7  aNovel 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.  0aCommunication94577 0aAnimal health 912177 0aDevelopment communication 912164  2ddccPINDEX  c8680d8680  00102ddc4070aSPMT-CASbSPMT-CASd2025-01-15l0oPer/400/L770/2015r2025-01-15 00:00:00w2025-01-15yPINDEX