TY  - BOOK
AU  - Llarena, Elaine DC
TI  - 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
U1  - Per/400/L770/2015 
KW  - Communication
KW  - Animal health
KW  - Development communication
N1  - 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.
ER  -