Philosophical and anthropological understanding of the problem of inter- cultural dialogue combines analysis and criticism of ideas, moods and bodily practices, fills the lacunae left after socio-political research. This involves conceptual analysis of cross-cultural communication projects, identifying their capabilities and boundaries. As a result of the combination of liberal and conservative approaches, a concept that takes into account historical context can be formulated. On this basis, the reasoning theory and methods of social and cultural anthropology are modified to take into account the peculiarities of the current situation. The philosophical anthropological approach is imple- mented as an analysis of the psychohistory of society. In addition to ideologies, the author explores the influence of various kinds of myths and metaphors used in the mass media on the formation of an outsider's image. Identification and analysis of technologies for designing of feelings and moods contribute to the development of effective methods to reduce conflict in multicultural societies.