Abstract: The subject of the research is the mass media discourse and a media metaphor as a method of impact on public consciousness. The object of the research is the web-based media in Russian and German that contain information on the events taking place in the world. Special attention is paid to the language of media discourse which is characterized by fast adaptation to the changing realities of our life, subtle analysis of the social priorities influencing consciousness of people and determining their behavior and exact reflection of these aspects in the texts. Evaluativity and capability to influence mass consciousness are important functions of media discourse. Changes of social conditions and public formations lead to the change of language and by that to change of people. In her research the author has applied the complex method of research which includes methods of the comparative description of metaphors and analysis and the method of continuous sampling of discursive fragments. The author comes to the conclusion about interrelation of lexico-semantic processes and social and political changes as it is most effective as means of reflection of changes in the society life. The scientific novelty of the research is caused by the fact that the author describes metaphors that are staticized in the Russian and German media discourses, and promoting, in general, the formation of ideas of election campaign in the USA and creation of the political image of candidates. Such approach to research has allowed to determine general tendencies of the development of mass media discourse in Russia and Germany.