The media exert a great influence, not only on what we believe, but equally on the way we act, so social responsibility in this area is extremely high. Elucidating the intercultural issues represents a challenge for actual media. On one hand, existing ethical norms, increasing ethical requirements in journalism, on the other hand the necessity of marketing media products creates situations where media hardly deal with its role of mediator in intercultural communication. Starting from the specificities of intercultural communication in the Republic of Moldova, we tried to identify the modalities of media coverage of this phenomenon in both successful experiences and existing deficiencies in order to elucidate its role in optimizing communicational processes in the society.