The role of mass media in spreading the ideas of tolerance and multiculturalism in society is analysed. Challenges they are faced w in connection with the relevant issue are formulated.

The problem of modern immigration in Russia, what it is caused by, possible positive and negative consequences are considered. Possible ways of integrating migrants into Russian society are shown. The boundaries of tolerance are defined. Ways to combat migration phobia are proposed.

The principles of building tolerant attitudes in the Russian society which are developed on the basis of the social constructionism methods, evolutionary and cultural and historical approaches to the study of complex systems, concepts of social action and social risk are outlined. The theoretical and practical requirements of modern society are thoroughly and comprehensively analysed.

The article provides a brief excursion into the history of interethnic conflicts. The article describes the concepts of tolerance and xenophobia. Their role in the development of complex systems, and the human society in particular, is distinguished. The importance of building tolerance attitudes to provide a full harmonious human life, various social groups and mankind on the whole in a changing world is emphasized.