The long period of current isolation of Russian researchers from an international context — due to political reasons — has come to an end. However, their work continues to be relatively unknown abroad. Theoretical concepts from the West are poorly suited for understanding of local journalism with its original traditions and professional characteristics. The objective and subjective reasons of such a state of affairs are considered. The Russian research school should take the place of an equal partner in the international community and act according to principles of mutually advantageous exchange. A de-Westernization trend in media studies creates good conditions for this.