The performed analysis provides the basis for few important methodological conclusions. First, the additional clarity appears in the understanding of the object of the journalism theory and additional prospects for studying open up. Second, the analysis confirms the possibility and necessity of changes at the manifestation level. Third, in this regard, when assessing the state and forecasting the ways of journalism evolution, the solutions should be based on the idea of the sustainment of its substantial integrity, despite the mobility of nowadays manifestations.