Abstract

The article presents a detailed analysis of the results of focus groups aimed at studying the impact of mass media on the formation and development of interethnic communicative culture. The study revealed the level of trust in various information sources among representatives of different ethnic groups, as well as analyzed strategies for verifying information disseminated through the media. Based on the analysis of public opinion and media content, the problem of spreading hate speech in the media and social networks was identified. Sociological research shows that mass media can contribute both to strengthening interethnic dialogue and to its destabilization. In the first case, mass media can act as a platform for the exchange of cultural values, ideas, and experiences between representatives of different ethnic groups. This contributes to the formation of a deeper and more respectful attitude toward cultural diversity. In the second case, mass media can contribute to the spread of negative stereotypes and prejudices, which leads to increased interethnic tensions and conflicts. The article proposes comprehensive measures aimed at creating a positive social climate and reducing the negative impact of destructive discourses on interethnic relations. These measures include both institutional and cultural initiatives aimed at strengthening tolerance and mutual understanding between different ethnic groups.