The article considers some theoretical and methodological issues of intercultural communication as reflected in the studies of domestic and foreign authors. We examine the role of the media in establishing dialogue and understanding in today's society. At the same time, we note the tendency when negative articles consistently published in the media have a cumulative effect and can influence public opinion. An analysis is presented of the approaches to the risk management in this process. We reveal some trends in the ethno-confessional discourse and summarize the university's experience in the training of journalists in the center of the multicultural and multireligious Volga Federal District, including international collaboration experience of the Journalism Department of Lobachevsky State University (Nizhni Novgorod) and the Faculty of Media and Journalism of Volda University College (Norway) in this sphere.
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