This paper discusses a possible paradigm shift within the field of intercultural communication. Distinguishing cross-cultural and intercultural approaches from historical and epistemological standpoints, it echoes the need expressed by scholars to develop a new model for examining intercultural interactions. Arguing that nation-centric studies have difficulty accounting for the complexity of communication processes taking place between foreigners, the author suggests that communication science and a “semiopragmatics” approach to interpersonal interactions can be used to reconceptualise the relationship between cultures, identities and communication, taking into account the mediating role of the contextual factors specific to the encounter itself.