Transformation of Russian Online Media: Monetization Methods and Journalistic Ethics

Socially significant journalism has always sought independence and avoid setting up sales departments. But the decrease in the number of advertisers, the inefficiency of banner advertising and other funding problems force independent online media look for new ways to monetize their content: creating native advertising, collecting donations from the audience, using paywall or freemium models, etc. Thus, this affects different aspects of profession: many media acquire departments of advertising, and independent journalists tend to earn money on freelance and create commercial content. Modern independent journalism is faced with the need to balance between surviving on the market and maintaining journalistic ethics. This study examines transformation of a journalistic profession in Russia in terms of professional ethics, new models of monetization and media management.