The evolution of society in 21st century reclaims a new position of media institutions. Journalism become, in this condition, a potent tool, useful to promote best practices and social values. The information as a mass media general function is no more the first to be considered. Its place is taken by the education, that means an active role of the media, based on spreading of such a content that could be used to prevent bad social practices or to provide examples of social equality. What ways are chosen by the media managers to attempt these goals and how can they measure the results of journalism activity in this direction, are the questions that we try to answer in the following scientific work.