In the 21st century, we are entering ever deeper stages of the digital era. Technology is developing at a fast continuous pace, and journalism, depending on these changes, is no longer the same profession as it used to be. New standards, expectations, ethical guidelines and codes were set. As technology transcends borders, so do questions about the limits of journalism - such as: to what extent is it ethically justified to invade someone's privacy when the public interest is at stake. With the development of technology along with the profession, not only the status, but also the role of journalists has changed. This paper deals with their role, where it places great emphasis on the challenges that journalism as a whole has been facing in the last twenty years. The focus is on 3 key aspects, namely: ethics, transparency and professionalism. This research sheds light on how much journalists respect the ethical guidelines of journalism and do they respect them at all? Are they objective or do they just believe they are? Also, the question was raised whether journalists report in a balanced way or ignore alternative perspectives of a story. These are just some of the questions that are fundamental to the analysis in this paper. The aim of this paper is to stimulate discussion on how the journalistic profession can maintain high standards of ethics, transparency and professionalism in such a constantly changing media environment. The challenges of digitization of journalism are already well known, but with this paper I want to emphasize the importance of finding solutions and improving the preservation of journalistic integrity in a world where the media landscape is constantly changing.