The main purpose of this article is to conceptualise a valuebased understanding of the digital age journalist. It considers the
functioning of journalism in the media space as a «second reality»
created by man on the path of technological progress parallel to cardinal
social change; as a result, a new composition of social institutions is
taking shape. The article presents the key characteristics of the new
sociality that has emerged as a result of the «second reality» and its
interaction with journalism. In particular, it notes that science is posing
the problems of modern information reality - freedom of creation and
digital alienation as the fi nal stage in the alienation of the individual.
It raises the question of the journalist’s embeddedness in the new
information environment and the dangers posed by it. In general, one
of the approaches to the formation of a new scientifi c discipline, media axiology, is revealed. The methodology of the article is therefore based
on both the theory of journalism and the philosophical theory of values.