内容摘要：跨文化传播的第一个问题与二战之后欧洲和美国的关系有关。美国文化虽然没有成为欧洲的主宰，却也来势汹汹，成为一种流行文化。对于欧洲来说，虽然二战之后美国的军事和经济实力让欧洲民众印象深刻，但“美国神话”诞生的基础却不止于此。第二个问题涉及跨文化传播在欧盟中的作用。欧洲许多国家都有强烈的民族和地方文化认同，在这些国家之间建立一种欧洲认同并促进相互理解是十分必要的。第三个重要问题与欧洲的移民有关，这一问题从上世纪末期开始愈发显著。这里要讨论的问题是，这些移民欧洲的人有各自不同的传统习俗（如宗教信仰、文化、教育等），如何在尊重其传统文化的同时，告知他们成为欧洲公民所必需的信息、知识和条件（其权利和义务）。
关键词：欧洲;European;Union;文化;欧盟;传播;美国;移民;神话;大众;广播电视节目
作者简介：
Giuseppe Richeri Vivaldi Pasqua
Title：Three Steps of Intercultural Communication in Europe
Keynote Speaker：Giuseppe Richeri Vivaldi Pasqua, Director, China Media Observatory, Università della Svizzera italiana, Switzerland
Abstract：
Intercultural communication is to-day a big issue for a large part of European countries, and mainly for the European Union. In that field we can underline three main problem that appeared in different moments of the recent European history, but that are still under discussion and not yet resolved.
The first one is related to the intercultural communication that since the end of the second world war characterized relations between Europe and United States. The role of American culture have been not dominant but very strong, mainly at popular level. Mass media played a central role to build and develop that role. The myth of United States have been based in Europe not only on its military power and economic strength that become evident to all European citizens during and after the second world war. But the myth of the American way of life have been build carefully trough mass media. Until the ’70 by Hollywood cinema that had a prominent market position in the European movies market and after by film and television contents that gained a very large space in the private broadcasting. Which initiative have been taken by European Union to reduce the imbalance of its audiovisual exchange with United States?
The second big problem is concerning the role of intercultural communication among European Union countries. When some European countries in the ’80 decided to accelerate the construction of the European Union not only as an economic organization but also as a political union, it was clear the importance of the cultural field and the role of mass media. It was necessary to build an European identity and a mutual understanding for many countries characterized by strong national and local cultural identity. Which have been the intercultural communication policies taken by European institutions to reach that objective?
The third big problem, that become more and more strong since the end of last century, is the intercultural communication with people that, for different reasons (political, economic, religious) come to rich and democratic European countries from “difficult” countries, mainly of Africa, Latin America and Asia. Also in this field mass media can play a central role, but the problem to discuss is how to respect the original culture of those people that arrive in Europe from many different traditions (religion, culture, education) and, in the same time, how to offer them the information, knowledge and conditions necessary to become European citizens (rights and obligations). The concept of integration must be discussed because the risk is that it mean to erase the original cultures and traditions to substitute them with those of their new country.
