The article seeks the roots of the journalistic concept of objectivity in various theoretical schools. It argues that the concept of objectivity in journalism originates in the positivistic tradition and, furthermore, that it is strongly related to tan earlier theoretical school within historiography. Journalism has made several attempts have been made by journalism to break free of the positivistic objectivity paradigm, none of them very successful, however. The paper discusses each of these attempts. Finally, using the concept of objectivity as a prism, the paper sketches out what might be termed a landscape of journalism theory.