"Servile journalism": on the border of the social

Servile journalism and its activity being a debatable issue in journalism community are analyzed in this paper. Practical journalists consider it corrupted while theoreticians of journalism define it as a «journalism of participation», or «participatory journalism». The author’s viewpoint is that the servility being a mass media marketing strategy destroys the borders of the social. At the same time, the servility brings new understanding of culture of consumption pragmatism.