Animal health communication in South-East Asia
نویسندگان
چکیده
Despite increasing recognition of the importance of communication in animal health, especially in recent zoonotic disease outbreaks, some studies have showed that there are gaps in its conceptualisation and practice (Alders and Bagnol 2007; Hickler 2007). This research project aims to define animal health communication and propose a model of its practice. The aim of agricultural extension is to disseminate information and strategies produced by public researchers to farmers and other stakeholders (Zhou 2010). The theoretical framework governing this field is Roger’s Diffusion of Innovations (Waisbord 2001; Mefalopulos 2003, 2008; Zhou 2010). The Diffusion of Innovations theory follows the transmission model of communication or top-to-bottom communication. The theory states that development is transferred through channels from one country to another. However, a number of studies have disputed the effectiveness of this approach to development and communication, citing the pervasiveness of underdevelopment and the authoritarian nature of the theory (Craig 1999, 2007; Waisbord 2001; Mefalopulos 2003, 2008; Family Health International 2002; Inagaki 2007; Servaes 2008). Development communication was later conceptualised from agricultural extension, not only with the intent of informing or transferring knowledge, but also for improving living standards (Waisbord 2001; Mefalopulos 2003, 2008; Manyozo 2006; Servaes 2008). A recent definition of development communication is: a social process based on dialogue using a broad range of tools and methods. It is also about seeking change at different levels, including listening, building trust, sharing knowledge and skills, building policies, debating and learning for sustained and meaningful change. It is not public relations or corporate communication (Mefalopulos 2008). Research activities
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