In today’s media communications, due to several objective factors, the media text is undergoing radical changes. Media text is increasingly filled with and oriented towards the sounding, living word in its essence and a culture of audiality. Audiality in media text makes the most of the achievements and language of the culture of emotional turn, which should be taken into account when analyzing media text and the media process. All this leads to a change in the status of reality, the human being, and the culture of understanding, which is also important for journalism and media communication in general, especially given the growth of non-verbal components in the media text. Media texts in which the auditory principle is strong have hardly become the subject of independent study. In this connection, two urgent tasks are central. It is important to justify, firstly, the living word as a key concept for describing audiality in media texts; secondly, the theoretical foundations and principles of the study of audiality in media texts.