In article questions of a theoretical and practical lexicology on the example of the linguistic analysis of publicist texts with psychological semantics are considered. Features of author's generation and reader's potential perception of this type of value in heading components of texts of modern means of communication are defined. Psychological semantics as part of an information field of words and the text can be initial, the main in relation to event, and also increment, received in the course of communication. It is capable to become a leading sign of the general contents or positionally to be staticized depending on a speech situation, an intellectual and emotional condition of communicators, their life experience. Studying of functional and semantic opportunities of the text gets anthropocentric approach to studying of its language form. The comparative analysis of headings, their options, and also observance of norms of the literary language is an example of it. Studying of lexical components of the text with psychological semantics can serve understanding of features of communicative process in modern living conditions of the language personality that allows to express more fully positive and negative emotions, to create the identity to society.