The article "Global and Local Trends in Journalism" content and style-forming factors examines the very notion of "trend in journalism," since the semantics of this term combination has not yet been fully formed in the academic environment abroad and in Kazakhstan, nor has it been fixed in dictionaries. A significant emphasis in the study is placed on global, unifying factors of trend formation and their total penetration into all levels of communications - in journalism, marketing, advertising and PR. Local trends are also highlighted in the article, analyzed and recognized as partially authentic in their content, but not in their form.