Consider humanity's purpose to be to enrich the knowledge of the universe: we should broadcast information that other alien civilizations might find useful. What should we broadcast?
Probably things that are universal. Science. Things that all civilizations might want to know, but perhaps due to the differences between their world and ours, they might not be able to easily learn or discover directly. Physics: transmit the Standard Model, theories of relativity. Chemistry: certain reactions we might be finding relatively easy to do because of elemental distribution on earth, and earth's ambient temperature and pressure. Astronomy: the WMAP cosmic microwave background anistropy picture looks the same everywhere in the universe. ICRF isn't quite universal, but close.
Probably not so much the intricacies of life and society on earth (though that could possibly be useful for comparative studies with other civilizations).
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