The study examined media projects on history from the point of view of organizing a communicative-cultural dialogue and the formation of historical memory. The objects of the research were popular projects in the format of game storytelling “1917. Free History”, “History Map”, “1968 Digital. The year when it all began.” Based on the methods of text analysis, intent analysis, and polling, the functional and communicative features of the new media formats and their role in the formation of historical memory were determined. In the new conditions of journalism functioning, co-participation is the most effective way of representing the past, and for its understanding and consolidation in the memory of the addressee. Multimedia technologies have allowed nowadays people to "participate" in historical events and "try on" the fate of the participants of these events.