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The concept of the communication address and the associated question of its producibility are regularly assigned a fundamental conceptual significance in the sociological theory discussion. The empirical connections, on the other hand, remain rare and, moreover, in the context of modernity, do not take up the mediality of communication as well as social theoretical considerations sufficiently. Therefore, the question arises how addressability is produced practically and medially. Using the example of addressing practices in a neurological intensive care unit, this question is addressed within the framework of an ethnographic approach. It is shown that media fade addressability in and out by using them as epistemic instruments and substitutes. At the same time, they can mediate between interactional, organizational, and social system requirements. These findings reveal a broader field for further empirical exploration of modern address- and communication orders. [ABSTRACT FROM AUTHOR]