New institutionalism and rethinking of professional journalistic standards in the context of the implementation of the humanistic approach in journalism

Introduction. Journalism is considered to be a public institution, it interacts with other public institutions, mutually influences them. The research devoted to journalism is in the field of humanities. The study of the issues of humanization of media activity in the context of the constant transformation of journalism and professional journalistic standards in Russia is an urgent issue for both domestic and foreign researchers. The novelty of the research is due to the insufficient study of the question posed within the framework of the humanistic approach and the new institutionalism of the sociological theory of organizations. Research in this area can help in the development of new principles and approaches to journalistic practice based on humanistic values and norms. Methodology of research. The paper uses a systematic review of the literature and a qualitative generalization of existing theoretical approaches to media research within the framework of the new institutionalism of the sociological theory of organizations. Results and its discussion. The study made it possible to reflect the existing discussion in the academic community of the use of various approaches to the analysis of media and tracking the features of their constant transformation. Observations of the adaptation of Russian editions of «traditional» and the specifics of the work of “new” media allow us to draw preliminary conclusions that “traditional” standards change unevenly and depend on various factors. They are being tested for strength in conditions of limited access to information sources, difficulties with verification for reliability, constantly updated institutional constraints. This happens in conditions of increased social interest and requires rethinking within the framework of a humanistic approach, considering technological and socio-political factors.