Analytical media genres: text forming potential of metaphor

The article raises the problem of the use of metaphors to produce analytical media texts. With the use of the cognitive metaphor theory the author forms the conceptual apparatus for analysing the metaphor’s text forming potential. The research introduces the concepts of language and artistic metaphorical models and justifies the laws of their use when writing texts of various genres. The article, based on modern analytical journalism, traces the dynamics of social reality in forms of metaphorical models and interprets the structural scheme of the models building.