Reflecting Cultural Diversity in Communication Activities and
Materials The WHO Outbreak Communication Guidelines were
developed to address the common features of communication across
many cultures. The guiding principle of effective communication
in a global context is that all communication activities and
materials (including those prepared for the media) should
reflect the diverse nature of societies in a fair,
representative and inclusive manner. Patterns of Cultural
Difference To be effective, media communication must be
sensitive to cultural differences between and within the various
regions and nations of the world. Culture is grounded in a
group’s shared experience and identity, and in its
relationships; both human-to-human and human to animals,
objects, gods and the cosmos. Definitions of culture typically
include elements such as: - Meanings, interpretations - Ways of
expressing emotions and facts - Rules, structures and theories
for organizing experience - Ways of interacting - Beliefs,
attitudes -