The article proves the possibility of using the method of an emotional and semantic dominant in the analysis of audiovisual texts, namely television news in the aspect of discourses forming. Modern "by-the-way" perception of compression television texts determines the need to investigate the keywords of messages that in the audiovisual version of the presentation appear as complex intermedia dominants. They define the meaning of the text and its understanding by the audience. Identification of such key moments will expand the palette of creative methods of presenting information and reveal the ways of creation of TV discourses.