In the national republic in the process of social interaction, education, a person realizes the influence of ethnic culture. The preservation of the cultural heritage of the Finno-Ugric peoples on the territory of the Republic of Mordovia, the formation of national and cultural values is facilitated by the cooperation of local history museums and their affiliates with national media. The aim of the study is to analyze the effectiveness of the implementation of innovative approaches in the practice of cultural life, to describe the results of the influence of the mass media mechanism on ethnocultural processes in the region, to study media forms in the work of ethnocultural centers. Materials and methods. The empirical basis of the study was the results of many years of observation of the development of ethnic journalism of the Finno-Ugric peoples and the activities of ethnocultural centers, regional centers of folk art of the Republic of Mordovia. Works in the field of history, culture, ethnopedagogy, ethnic journalism served as the basis for scientific research. A comparison of the theoretical approaches in the correlation of the concepts of “cultural tourism”, “ethnobranding”, and “media project” in the context of cultural heritage allowed the author to identify the intersection points between ethnoculture and journalism in the sociodynamics of Finno-Ugric culture. The results of the analysis of the state of national culture in Mordovia have been obtained, effective tools for achieving the integration of the system of Finno- Ugric associations with ethnic journalism are identified. Since journalists are involved not only in informing the audience, but also in socio-political life, ethnic journalism can be qualified as a type of professional activity.