how to set ROS_MASTER_URI to the wireless address instead of IP

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Yes. You can use a resolvable wireless address as well, as long as both the workstation and the turtlebot can run something like ping turtle.dynamic.blabla.edu successfully.

If you followed the instructions here: http://ros.org/wiki/Robots/TurtleBot/Network%20Setup, you can simply replace the IP_OF_TURTLEBOT with your resolvable address and re-run the instructions. This might cause duplicate entries in your ~/.bashrc file which you can manually edit to retain only the relevant entries.

Once you have done so, follow the instructions at the end of the Network setup page to verify connectivity.