This article criticises the role the mass media has played in constructing an idea of the Other, that is, people outside the national mainstream or other nationalities. It explains how the media promote or hinder a positive outlook on cultural diversity. Based on a review of the scholarly debate on media representations of Others, it identifies current obstacles to fair representations in media production, content and reception. This analysis results in a set of concrete strategies that overcome these problems and that stipulate a rethinking of the relationship between media and cultural diversity. The central argument is that culture should be understood as a dynamic process as opposed to being static and essential. Therefore, the media have to be situated as institutions that allow for cultural development: the media have to be positioned as enablers and not simply as preservers of cultural diversity. (Contains 1 note.)