The article is an attempt to understand the issues involved in the study of media texts from the perspective of the demand of the audience and match the historical moments of social life, the present, understanding of these issues in the legislative way. The author states that the methodology of the study of media texts is changing and suggests examining media works at the intersection of science, using methods and techniques of psycholinguistics, linguistics, literary studies, and social psychology. The importance of this issue for the sphere of culture, preservation of cultural heritage is emphasized, as it fully reveals the potential of the journalist to promote the positive emotional mood of the society.