Digital competencies of professional success of a modern journalist

The study aims to analyze the factors determining the process of transformation of the media sphere of the digital era. Journalists face increasing competition from non-professionals - bloggers, citizen journalists, just eyewitnesses of bright events who post messages on social networks and messengers. Therefore, it is crucial to find / develop unique methods and techniques to organize creative activity. The study is based on the systemic and cognitive approaches. From March 2022 to March 2023, the Russian federal and regional (macro-region of the Greater Urals) media spheres were monitored. The empirical base includes the results of the analysis of 68 publications, as well as the materials of a previously conducted survey of regional journalists. The authors of this article identifies and describes the most productive ways to use the capabilities of end-to-end technologies in everyday journalistic activities. Based on the results of the system analysis, they characterize the indicators of effective texts, which determine, among other things, the digital competencies of the professional success of modern journalists.