Introduction: The development of research topics in the field of media is an integral part of the work of Social Communications Management department. The article carries out comprehensive research in the space of journalism, advertising and PR activities. In the complex system of social communications, both scientific and theoretical content and practical aspects of journalism and advertising are defined. The staff of the department is constantly developing a complex problems of topics relevant for journalism and PR activities that should contribute to the development of the specialty and higher educational aspects. Purpose: . The purpose of the study is a comprehensive description of the main directions of research activities of teachers of our department. Media text is a universal tool used to manipulate consumer behavior. Being a synthesis of art, production effectiveness and commercial pragmatism, these texts are intertextual and emotional products of a new, discursive, type making use of a wide range of techniques and strategies. Methods: The present research is based on the comprehensive approach. The inductive and deductive methods are adopted to discuss theoretical materials, and the interdisciplinary research method is used to detect media’s specific features as a social philosophy. The interpretive approach, usually employed to analyze researching articles as a complex synthetic structure, was also taken into consideration. Methods combine general scientific approaches that are inductive and deductive as well as the method of interdisciplinary study. Results: The researching works of the lectures of our department is a real new themes that should be studied, analyzed and presented as part of the standing courses used during the internship by students and postgraduate students. Training in the specialty 061 Journalism in Ukrainian universities requires constant updating of the content and methods of work – this is the realities of the profession. Conclusions: Journalism in Ukrainian universities requires constant updating of the content and methods of work – this is done in order to get closer to the realities of the profession. Media text is a universal tool used to manipulate consumer behavior being a synthesis of politics, educations production effectiveness and commercial pragmatism, these are intertextual and emotional products of a new type making use of a wide range of techniques and strategies. At the same time, you should not be afraid of new research work – it can be a real help in the way to the profession.