The aim of the paper is to rethink the position of the journalistic
profession in the contemporary social contexts of the 21st century, within
the context of social changes determined by capitalism in its radical stage,
and the permanent transformations of digital technologies as the main tool
for production and consumption. The central question that arises is whether
we can still think of journalism as a profession in accordance with the
principles formed in the midtwentieth century, or whether the journalistic
profession is ?dead?, transformed into a ?bullshit job?? If we look at the
three main indicators of professional journalism: public interest and the
watchdog function; autonomy; and the adherence to specific professional
norms; it seems, by looking at actual journalistic practices, that all three
indicators that fundamentally legitimize journalism as a profession has
eroded significantly. The main claim is that journalism, to a large extent,
has turned into a ?bullshit job?, even if the ?old? normative principles of
the profession still serves to legitimize it, but with no stronghold in real
journalist practices. Of course, this does not mean that professional
journalism, defined according to the principles established in mid-twentieth
century, is not still relevant, even crucial for the public and public
interest. This is why, in the conclusion of the paper, we plead for the
strengthening of those media organizations that nurture the protection of
the public interest as well as investigative and critically oriented,
independent journalism.