In the following article the authors, based on the conclusions of the classic work of Maurice Halbwachs, characterize the activity of Russian mass media referring to the modern period in the context of determining their role in formation of communicative and cultural memory. Since not only information exchange has been taking place, but constant change in the scope of its use, a communicative approach was applied as a methodological tool. The essential characteristics of the development of the institute of journalism are identifi ed and described in the framework of three information and communication strategies: new journalism, PR and convergent journalism.