The article examines emotional means of modern journalistic texts. The hypero-hyponymic connections of the terminological concepts of linguistic stylistics are revealed: emotionality, emotionality, expressiveness, evaluability. The basis of emotionality is the emotional evaluation of vocabulary, phraseological, stylistic, and syntactic units. The combination of logical and emotional evaluation enables a pragmatic evaluation of the text as a whole related to the communication situation, in particular linguistic acts of approval, affection or, on the contrary, condemnation, disdain, which are based on the common fund of knowledge and value orientations of the interlocutors. The degree of emotionality depends on the genre differentiation of journalistic style. Analytical genres contain reflections on events, problems, establishment of cause-and-effect relationships and testify to the formation of a journalistic dictionary that is constantly updated on the basis of general literary and special vocabulary with a distinct expressive socio-political color. Artistic and journalistic genres are traditionally oriented towards a universal vocabulary and interaction with figurative, emotional and evaluative means of artistic language. An expressive emotional and evaluative journalistic lexicon around key concepts in journalistic texts. The hidden emotional evaluation of journalism is determined primarily by the syntactic structure. Emotionality and its units of expression realize the main function of traditional mass media – influence on the mass consciousness of society.