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This paper examines the construction of avian influenza in Australian media and federal government policy, with a focus placed on discourses of contagion, preparedness and risk. The threat of an infectious disease outbreak, such as avian influenza, on social life is surrounded by a range of collective narratives which attempt to make it explicable. These narratives socially define the disease and provide explanations for its existence. The paper demonstrates that central to these narratives are depictions of the source of the outbreak and suggestions of appropriate responses to the threat. Methodologically, a narrative analysis of print media and government documents was conducted. This showed that conceptually both government and media discourses could be understood in terms of risk, contagion and blame. Furthermore, it was found that narratives linking the risk of avian influenza with globalised interconnectedness and contagion by the developing world underpin discourses of causation and frame the reactions to and preparation for a potential outbreak. [ABSTRACT FROM AUTHOR]

Since 2003, avian influenza has recently spread around the world sparking fears of a potential pandemic. As a result of this, a range of explanations and expectations surrounding the phenomenon were generated. Such social representations of disease depict the issue under discussion and frame reactions to the event. This paper explores the social representations surrounding avian influenza in Australia. Methodologically, a textual analysis of media and government documents was conducted in order to uncover the social representations implicit in these accounts. This demonstrated a symbolic framing of avian influenza with reference to the Spanish Influenza pandemic (1918). Analytically, the study draws upon the concepts of social representations from Durkheim and of risk and symbolic risk in the work of Beck. Overall, it is argued that the framing of avian influenza as a risk, mediated through the collective memory of Spanish Influenza, characterised the nature of the social representations surrounding the phenomenon. This resulted in the production of symbolic solutions to the threat. [ABSTRACT FROM AUTHOR]