1.

Sessions
2. 9. The “Others” through History and Today. The Role of Media in Mass Communication
3. Lecture: The role of media in intercultural communication

Our Earth comprises a multinational community populated by many different ethnic

groups. According to various estimates there are around three to four thousand
ethnic groups in the world, and most countries are multinational.

TOLERANCE TOWARDS "THE OTHER"

As modern history shows, inter-ethnic understanding is not set in stone. Inter-ethnic

relations represent a very complex and delicate sphere where a more fitting
metaphor would be a garden that requires constant supervision and care. In our
lecture we will talk about ethnic tolerance, understanding it as acceptance of the
ethno-cultural characteristics of an ethnic foreigner. Ethnic tolerance is manifested in
a society's tolerant attitude towards the “other”, “other” customs, rituals and
etiquettes. Without this, cultural borrowings and contacts are impossible. At the
same time, there is another type of human behaviour, namely intolerance of the
“other”.
Preferring “one's own” to the “other” was a typical attitude in many pre-industrial
societies, but also in societies in more recent history. As we know, the folklore of
different peoples and countries reflects centuries-old experiences, including ethnic
interaction. Among the proverbs and sayings of different peoples we find examples
of a cautious and negative attitude towards the “other”: “an uninvited guest is worse
than a Tatar” (Russian), “don’t go hunting with a foreigner, he will tie you to the
saddle” (Kazakh), “you can talk to a Swede, but you can’t talk much to him”
(Scandinavia), as well as an understanding that good and evil do not depend on
ethnicity and that one should judge a person not according to the principle of “one's
own”/“stranger”, but according to his personal qualities. “Don’t look at what the
person is on the outside, rather look at what he has inside” (Uzbek).

THE MEDIA´S IMPORTANT ROLE

Analysing the development of ethnic tolerance in the modern transforming world,

characterised by the coexistence of many civilizations and cultures, we note the
increased role of media in intercultural communication. The rapid development of the
“digital revolution”, global television and the internet reveals just how enormous the
role of the media is, and we can also see the variety of topical issues. The practical
work in this field should be based on well-verified knowledge using the best domestic
and foreign experiences. Western European and Russian researchers treat the
theoretical issues of the role of the media in intercultural communication quite
polyphonicly in their work. They focus on ethnic and religious diversity as the basis
for stability and development in the modern multi-polar world (V.A. Tishkov), the
media’s dialogical approach in forming an awareness of tolerance in society (I.M.
Dzyaloshinsky) and the media’s ways and forms of dissemination of tolerant and
conflictual ethnic information (V.K. Malkova). The Australian scientists C. White, M.
Julie and P. Newcomber have studied the effects of globalisation and immigration
policy on the processes of creating ethnically and culturally diverse societies. The
works of the Norwegian researcher Gunn Bjomsen are also interesting here. She
has studied how multi-nationality impacts journalists’ work, as well as how journalists
understand their role in a multinational society. But, in spite of the internationalisation
of scientific paradigms in contemporary research, it must be acknowledged that the
concepts of a “multicultural society”, “intercultural communication” and “tolerance”
are now raising more and more questions and thus giving serious cause to reflect on
the mission and functions that the press has in modern society, as well as on the
media´s position in diverse and transforming societies.
Intercultural communication means communication between representatives of
different cultures, which implies both direct contact between people and indirect
forms of communication (language, speech, media, electronic communication).
Multiculturalism is a policy aimed at preserving and developing the cultural
differences in a specific country and in the world as a whole. Multiculturalism in
contemporary Europe implies, first of all, that the cultural elements of the immigrants
from developing countries are included in its cultural field. According to a number of
foreign and Russian culturologists and sociologists, the very idea of multiculturalism
as a policy in Europe has now reached a crisis point. Both the Prime Minister of
Germany, and the former Prime Minister of the United Kingdom, Angela Merkel and
David Cameron respectively, have claimed that multiculturalism has failed.
Tolerance is currently being actively discussed and written about in a plethora of
special works. The famous philosopher V.A. Lectorsky formulates four
understandings of tolerance: tolerance as indifference; tolerance as the impossibility
of mutual understanding; tolerance as understanding the weaknesses of others; and
fourth, understanding of tolerance – tolerance as an extension of one's own
experience and a critical dialogue. The latter seems to be a productive approach
when analysing the problem in question here.

HOW TO PRESERVE PEACE AND UNDERSTANDING IN SOCIETIES AT RISK

As modern history shows, the process of intercultural communication is taking place

in a society at risk, and experts, politicians and the media are presently dealing with
the question of how to deal with this risk and how to preserve peace and
understanding in society.
Often associated with a religious factor, terrorism is a threat to society and a burning
issue. The famous academic and futurist N. Moiseev once noted that the division line
between peoples corresponds not so much with the borders of national territories as
with the lines of religious delimitation. The religious factor is not just an external
ideological stratum of an ethnic culture, it is also charged with a powerful energy that
can either consolidate or dispel certain conflicts. The recent events in France have
shown that religion is at the centre of events taking place in the modern information
society. The tragedy that befell the French satirical magazine Charlie Hebdo drew
the public’s attention once again to the problems of media freedom and
responsibility, and to media´s role in the intercultural dialogue.
There have been many discussions on recent events, but it is obvious that website
creators, news agencies and publications that cover inter-ethnic topics should bear
in mind that they play an important role in the portrayal of “the others” in their
respective regions.
At the same time, due to the changes in the modern information space, “the forms
and procedures of media self-regulation have become weaker, which has led to a
decrease in the accountability of online media” (D. McQuail). This also in turn
creates certain risks for modern society.
Various scientific centres, in particular the Institute of Anthropology and Ethnography
of the Russian Academy of Sciences, have been monitoring the media and continue
to record such threats as “hate speech”, the distribution of low cultural standards in a
region and incitement to xenophobia. Ethnic crime, various forms of ethnic
extremism and migrantophobia still represent the destructive aspects of the
information policy of some media. Foreign studies of media´s role in intercultural
communication also confirm that the consistent publication of negative articles has a
cumulative effect and can have an impact on the readers´ assessments (S. White,
(M. Julie, P. Newcomber).
The topic of the “others” that has recently become one of the most important themes
in covering the processes connected to migration in the European countries and has
become a concern for politicians and the general public alike, compels us to look at
recent positive experiences as well. One such field of intercultural dialogue is found
in multinational Russia, in particular the Volga Federal District.

INTER-ETHNIC DIALOGUE IN THE VOLGA REGION

In one way, the Volga Federal District is a unique region: more than 140 peoples and
ethnic groups live there. All faiths that are found in the Russian Federation are
present there. Russian culture, the culture of the Turkic peoples and the Finno-Ugric
world are closely interwoven. Here, the cultural and linguistic diversity of national
minorities is protected by the state. Ethnic journalism is actively developing. Six per
cent of all publications in the district are published in the 11 national languages of the
national minorities inhabiting the Volga region. For example, one of the largest media
holdings in the district, “Tatmedia”, issues its publications in the Tatar, Russian,
Chuvash and Udmurt languages. Such publications as “Our Home – Tatarstan”,
“Mariyskiy World” – “Mariy Sandalyk”, “Udmurt Dunne” are widely known not only in
our country, but abroad as well. Publications for young people and children in the
Volga Federal District are published in the languages of the national minorities,
which is important for preserving their native languages. Journalists with different
ethnic backgrounds work for leading television channels and news agencies.
The final resolution adopted at the International Conference (the Volga Forum):
“Dialogue between Cultures and Interreligious Cooperation”, held within the
framework of Russia's chairmanship in the Council of Europe in September 2006 in
Nizhny Novgorod, pointed out that: “An example of effective cooperation that has
evolved throughout history is the Volga Region, a region that has traditionally been
distinguished by peaceful interaction between different ethnic and religious
communities. Not only tolerance and intercultural dialogue, but also practical
cooperation and joint actions have developed there over time. Mutual influence, joint
actions and shared responsibility for regional stability characterise the historical
example of the Volga region, which is an achievement of the Russian Federation and
an example of a Europe without dividing lines. Such a high assessment from a very
respectable community (the leaders of the Council of Europe, PACE, OSCE,
representatives of the UN, UNESCO, the European Union, the federal authorities of
the Russian Federation, the local authorities in the Russian Federation, authoritative
international and Russian public figures, representatives of religious organizations,
numerous foreign experts on the problems of tolerance, all participated in the Volga
forum) was based on a deep analysis and study of inter-ethnic and inter-religious
attitudes in the Volga region.
In concluding the lecture, I would like to point out that no matter how different the
state structures and political and cultural traditions are, it is important for all nations
and ethnic groups to encourage peace and tolerance. The media are called upon to
contribute to the preservation of peace and understanding in our common house -
the planet we call Earth.