The article examines the changes that arise in connection with the media convergent influence on journalistic activity. The social interaction between producers and consumers of information is changing. Digital innovations dictate the emergence of new methods of working with the audience. The behavior of a journalist depends entirely on the understanding of the processes taking place in the media sphere. The research conducted by the author of the article revealed the main trends and problems of the development of the profession "journalism", and hence the prospects for managing the processes occurring in the media environment.