The chapter draws on lexis of jourmalistic texts and on the example of three expressions: komfortní sféra/comfort sphere, toxický/toxic and predikovat/predict it observes how their meanings develop when they are used communicatively outside the professional domain – it the practice of everyday media communication. Shifts are pointed out in the meanings and to some level of unification of the present-day ways of expression, with repeatedly reappearing expressions. These expressions lose their sharpness due to such repetition.