The ability to find aesthetic solutions adequate to the creative concept, social task and target
audience becomes an actual competence for journalists. Factors and components of journalistic
content aesthetic evaluation, including temporal-stylistic, documentary, artistic, functional
characteristics, as well as parameters of mass character / individuality, standard / uniqueness,
make it possible to form basic aesthetic criteria clusters to be considered in journalistic creative
work. Clusters of integrity, expressiveness, production and impression, correlated with
professional coordinates, can serve as a basis for developing further parameters for evaluating
aesthetic activity in journalism. The aesthetic and functional components interaction in journalistic
education meets challenges of the modern media market, expands the range of professional
practices and gives hope for humanistic perspectives of the industry. Unlike the subject disciplines
in the curriculums, the aesthetics of journalism permeates professional training, synthesizes
interdisciplinary interaction and reveals itself in practical product as the most important result of
the pedagogical school activities.