This article examines approaches to solving the problem of the analysis of natural language texts to identify the emotional color in relation to a particular subject. After brief analysis of the known methods that can be used to solve this problem we describe the proposed approach and developed layout of the information service usable for tone analysis of publications in the mass media in relation to Moscow State University named after M. V. Lomonosov, which is large and significant subject of national scientific, technical and educational activities. A representative sample of publications has been used to test and analyze the proposed method. Developed methods and tools will be used as components of information services, dedicated to separate categories of users of information-analytical system (IAS) "ISTINA". This system is designed and developed under a separate project in the Moscow State University named after M. V. Lomonosov as one of the components of the overall system of university management. The main task which is solved with use of the "ISTINA" system is thematic analysis of scientometric data to help with preparation and adoption of managerial decisions