Bridging the digital divide in communication: Strategies beyond social media

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In a world dominated by digital transformation, the concept of the “digital divide in communication” has become a challenge that requires our immediate attention. While the digital age has promised to bring us together as never before, the reality is that it has created new barriers and deepened existing ones, especially in the area of effective communication. This blog delves into understanding the digital divide, demystifying the belief that a presence on all social networks equals successful communication, and exploring inclusive strategies that go beyond a mere digital approach.

Myths about digital communication

The fallacy of digital omnipresence

Digital omnipresence, the idea that being on all social networks guarantees effective communication, is a fallacy that many organisations and professionals pursue. This approach overlooks the fact that even in the most developed countries, where internet access seems universal, social media algorithms play a significant role in determining what content the audience actually sees. The reality is that these algorithms prioritise certain types of interactions and content over others, meaning that simply being present on these platforms does not ensure visibility or meaningful engagement.

The economics of care and hidden costs

Contrary to popular belief, effective communication through digital platforms is not necessarily cheap or accessible to all. The social media attention economy is highly competitive and requires not only a financial investment in paid advertising to ensure visibility, but also a considerable investment in time and resources to create content that resonates with the audience and survives the vagaries of algorithms. This model of communication based on digital omnipresence ignores those without regular access to the internet or those who, for various reasons, prefer or need other means of communication.

Focusing the communication strategy: Objectives, audience and purpose

In designing effective communication strategies, the starting point should not be the communication channel (digital or traditional) or the format of the content. What is paramount is to clearly define what we want to achieve, who our target audience is and what the purpose of our message is. This initial approach ensures that our strategies are relevant, effective and truly resonant with our audience.

people going to a same goal

Defining clear objectives

Before any consideration of the media to be used, it is crucial to establish communication objectives: do we seek to inform, educate, motivate action or change behaviour? Clear and measurable objectives are the compass that guides the entire process of planning and executing our communication strategies.

Knowing the audience

A deep understanding of our target audience is essential. This involves going beyond demographics to embrace the social and cultural context in which our audience is located: what are their needs, concerns and how do they interact with the media? This knowledge allows us to tailor the message to be meaningful and accessible to them.

The purpose of our message

With clear objectives and a thorough understanding of our audience, the next step is to define the purpose of our message. This is intrinsically linked to the impact we want to achieve. Whether we are seeking to raise awareness of a crisis, mobilise resources or promote sustainable practices, the purpose must be aligned with our objectives and the needs of our audience.

By focusing our communication strategy on what we want to achieve, who our target audience is and what we are communicating for, we can make informed decisions about the most appropriate channels and formats for our messages. This methodology ensures that our communication strategies are not only effective but also respectful and relevant, overcoming the challenges presented by the digital divide and maximising our impact, especially in situations of humanitarian emergency.

Digital challenges in humanitarian emergencies

In the humanitarian emergency sector, communication challenges are magnified. In contexts where internet access is limited or non-existent, and digital skills are scarce, relying solely on digital strategies to disseminate critical information can exclude large segments of the population. This limited approach is especially problematic when trying to raise interest or awareness about important public policies. Communication in these situations requires a more holistic and adaptive approach that can reach people where they are, regardless of their access to technology.

The importance of context and culture (cultural cognition)

The uniqueness of the cultural context in communication

In the age of globalisation, where borders seem increasingly blurred by digital connectivity, it might be tempting to assume that what works in terms of communication in one context will work the same in another. However, this assumption ignores the rich diversity and complexity of human cultures. Every community, every group, every individual operates within a unique set of cultural norms, values and experiences that profoundly influence how communication is received and interpreted. For example, a campaign that was successful in a technologically advanced, urban environment may not have the same impact, or may even be misinterpreted in a rural community with different values and levels of access to technology.

The effectiveness of communication, therefore, depends on our ability to tailor our messages to these uniquenesses. This requires a deep and empathetic understanding of the audiences we are trying to reach, not only in terms of their needs and challenges but also their cultural values, history and way of life.

I recommend you to visit my blog on “Cultural Cognition”.

Adaptive communication strategies

Recognising the importance of context and culture in communication leads to the need to adopt a cultural cognition approach in our strategies. This involves understanding how people from different cultures process information, make decisions and perceive messages. This understanding is key to designing effective, respectful and culturally sensitive communication strategies.

Adopting a cultural cognition approach to communication means going beyond simply moving messages from one language to another or from a digital platform to a traditional one. It is a deep adaptation that considers the cultural context in the design of the message, the communication channel chosen, and the way the content is presented. For example, in some cultures, visual stories and narratives can be much more effective than direct textual messages. In others, community meetings and word of mouth play a central role in disseminating information.

Cultural adaptation as a key to inclusion

This adaptive and culturally sensitive approach is especially crucial when we look at how to bridge the digital divide. It is not just about making technology physically accessible, it is about making communicative content culturally accessible. This means designing strategies that respect and celebrate cultural diversity and recognise the importance of adapting communication to be truly inclusive.

Cultural adaptation in communication is a necessity for those committed to impact and effectiveness. By integrating it into our communication strategies, we not only broaden our reach but also build bridges of understanding and mutual respect. This approach improves communication effectiveness and contributes to a more inclusive and empathetic world.

You can read more about “Strategic communication and gender equality” on my blog.

tribe showing their cultural story

Inclusive and effective communication strategies: The case of the Pacific Islands PEUMP

Having explored the myths of digital communication and the particular challenges presented by humanitarian emergencies and the need for cultural adaptation, it is essential to examine how these ideas are applied in the real world. The Pacific-EU Marine Partnership Programme (PEUMP) serves as an illustrative case study, demonstrating the practical application of inclusive and effective communication strategies designed to bridge the digital divide.

Bridging the digital divide through holistic strategies

The EU co-funded PEUMP initiative is a testament to how the inclusion of gender and human rights perspectives in environmental programmes can enrich and broaden the scope of communication. In an effort to reach communities in 15 Pacific countries, the programme has adopted an innovative and adaptive approach to communication, recognising that climate change and environmental threats not only have gender dimensions but also require creative solutions to ensure that every individual, regardless of their access to technology, is informed and empowered.

  • Adaptation and flexibility in communication

The PEUMP’s strategy to integrate gender equality in environmental management includes mobilising and strengthening grassroots organisations and implementing a holistic approach that considers local traditions. This approach has enabled the programme to effectively reach rural and remote communities, where language and digital barriers may limit access to crucial information on sustainable fishing and environmental management practices.

  • Key initiatives for inclusive communication
  1. Mobilising civil society: Through training and empowering community leaders, such as Emali Sewale in Fiji, the PEUMP has demonstrated that effective communication strategies go beyond the digital. By training women in business skills and sustainable practices, the programme ensures that knowledge is shared within communities, promoting gender equality and environmental sustainability in a holistic manner.
  2. Holistic approach and local traditions: Recognising the limitations of digital communication in some areas, the PEUMP has used traditional media and culturally adapted approaches to educate and empower coastal communities. This approach ensures that important messages reach everyone, encouraging sustainable practices and a greater understanding of rights and resources.

Personal reflections and contributions

As the author of the article I used for this case, which details the efforts and achievements of the PEUMP, I have witnessed first-hand the importance of bridging the digital divide through the adoption of inclusive and effective communication strategies. My work, which included conducting in-depth interviews and working closely with regional and local agencies, underscores the value of a communications approach that extends beyond the digital to touch people’s lives where it matters most.


Bridging the digital divide goes beyond ensuring access to technology; it involves developing communication strategies that reach every individual, recognising and valuing the diversity of media through which people receive and process information. This blog underlines the importance of adopting inclusive and adaptive approaches to communication, essential to truly connect with communities in all their variety and cultural richness.

If the communication challenges presented here resonate with you and you are looking for ways to bridge the digital divide in your organisation or project, remember that you don’t have to do it alone. As a communications strategist with a wealth of experience in tailoring messages for diverse audiences and overcoming digital barriers, I’m here to help you design and implement strategies that not only inform and connect, but also transform.

Together, we can make sure that every voice is heard and every story is shared, empowering everyone, everywhere.

See you soon!

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