The flow of communication structures across various media formats can be traced back to the printing press culture of early modern Europe, where three distinct media features appeared: disagreement, sensationalism, and self-reference. These features continue to characterize health communication in today s online media (Bogen 2011; 2013). This ... study investigates whether these media structures also characterize contemporary health communication in non-Western countries like China, which are undergoing a modernization process. By taking European structures of healthcare communication as a point of reference, I will analyze how Chinese healthcare communication differs from its European counterpart. This paper takes SARS (the first globally emerging infectious disease of the 21st century) as a case study. While the SARS discourse illustrates the existence of these communication structures in the Chinese me-dia and indicates some convergence between East and West, it is clear that these media structures have been adapted to a specifically Chinese cultural program of modernization. Moreover, I will identify non-European structures that can be explained by China s specific cultural background, and explore the processes of transfer and demarcation that occur when media structures are adapted across cultures.