The article analyzes the phenomenon of cultural frontier in terms of the existence of variant of moral attitudes and practices. There are two strategies of the formation of cultural identity: «intolerant» model of the perception of social and cultural reality and a model in which we can speak about a tolerant perception of different social and cultural reality. The integrative potential of public morality allows you to create a transition from a «I-Other-Alien-Enemy» strategy of identity formation to a «I-Alien-Other» strategy. Keywords: public morality, moral stereotypes, cultural borderlands.