An understanding of the essence of social communication leads to an understanding of the role of the journalist and journalism. It is worth repeating that journalism is not identical to media / media and is not identical to content: if they said on TV or wrote in a newspaper, this is not necessarily journalism. This issue is discussed in some detail in the article “How has the concept of” journalism “changed in the modern digital space?”

If you try to dissect the activities of a journalist, then you can conditionally divide “media”, “content” and “journalism”. “Media” is, in a broad sense, an environment, and in a narrow sense – a channel of distribution, distribution. “Content” is a tool, a carrier of messages (messages), a container for meanings. Journalism is a social institution.

Journalism is always a very personal decision, at a basic level of needs. No laws, statuses, badges, “Press” certificates and other attributes of the “media” will force a person to be sincere, honest and passionate about the idea of ​​making life around him better.

Journalism is a responsible civic position expressed through media text. A journalist in word and deed helps people and the world around him, doing it in the media space. For a journalist, content and media are the same tools for conveying important meanings as for a dog food advertiser or an ideologist of a political party. The tools and channels are the same – the goals, actions and results of influencing society are different.

Your personal qualities and competencies for journalism are more important than your professional skills. The latter can be learned even from under the stick, but the former can only be developed consciously.

With this understanding, you can build long-term, lasting and trusting relationships with your audience. Research confirms that quality standards are true for both traditional and new media.