Technological, communicative, political, and commercial challenges in the contemporary media sphere are transforming journalism. This talk addresses the impact of those challenges on perceptions of the journalistic profession among Russian journalists themselves. Marina Berezhnaia chairs the Department of TV and Radio Journalism in the School of Journalism and Mass Communications at Saint Petersburg State University (SPbSU). She has published textbooks in journalism and scholarly articles on journalistic ethics and the treatment of social issues in the media. Prior to joining the SPbSU, she pursued an active career in publishing and telejournalism.