media communications

This article analyzes the level of creativity required for modern journalists and media communication specialists. As a research methodology, an analysis of 314 media job postings was conducted. The popular job site HeadHunter was chosen as the research platform. Job postings were collected in the period of 2–5 July, 2025. This study is a pilot one, and, to a greater degree, it reflects more general trends and tendencies rather than exact numbers. Nevertheless, the results show a high level of creativity in journalism.

The modern era of globalization and digitalization has led to significant changes in the fi eld of mass communications, where media integration is becoming a key factor in creating effective communication processes. The rapid development of digital technologies and the expansion of communication channels have a significant impact on the transformation of classical interaction models, requiring media organizations, public and private structures to adapt to the new media environment.