In the context of the transformation of media content into the most important component of the educational process, the problem of perception of the image of a journalism teacher is actualized, in the formation of which user content plays a huge role today. The results of the study (the initiative project “Scientific Schools of Journalism” of St. Petersburg State University) of the peculiarities of perception of media texts and educational information by modern students of St. Petersburg State University and Yerevan State University allow us to determine the student audience’s request for an online format of professional teacher - student communication. A significant component of the professional portrait of a journalism teacher becomes, in the opinion of students, his presence in the mass media. Analysis of university websites, pages of journalism faculties (institutes), specialized departments, personal websites and social media accounts of journalism teachers allowed us to identify four types of author and user activity of such teachers in the media space.