The authors aim to trace how the evolution of the journalism studies took place under the impact of social and cultural factors. The article examines the processes of institutionalization of this field of knowledge in the world, in particular in Germany and the USA. The research community from Russia took an active part in international academic cooperation, but its experience is characterized by a clear national and cultural identity. To reveal this specificity, the authors focus on the oldest Russian school of journalism and mass communications that has developed at St. Petersburg University. The article presents the stages of formation and the current state of the school, shows the determining influence on it of national traditions in science and the dynamic social environment, describes the current practice of project organization of research work.