What role can the media play in promoting diversity and social cohesion in Switzerland and in Europe ?
Media professionals no doubt play a key role as intercultural mediators, as privileged actors who bear responsibility and power. Cultural conflict is intrinsically linked to problems of communication, that is, the ability to send and understand cultural messages. The so-called ‘clash of civilizations’ often results from a lack of communication rather than from contradicting interests and values. A less ethnocentric and more intercultural approach in the creation, selection and distribution of media content could promote tolerance and peaceful cohabitation. In particular, treatment of migration by the mass media has a direct impact both on social debate as on public opinion. Media professionals should offer an accurate picture of immigration, avoiding sensationalism, trivialisation or paternalism. Informing about the cultures of origin of the main migrant communities and about the normal aspects of the migration phenomenon in society can contribute to overcome refusal and diffidence. On
