Abstract: The subject of this work is social models that are constructed by using external and internal analogies. External social analogies imply a reference to an object that is studied within the framework of a science being external to social knowledge (physics, chemistry, biology, etc.). In particular, the mechanistic, elementary (chemical) and geological varieties of them are considered. Internal analogies imply a reference to an object that is directly related to the social sciences, social philosophy. Hence, the Baudrillard’s symbolic exchange, McDonaldization and eBayization models are analyzed. Particular attention is paid to the dichotomy of homogeneity-heterogeneity of societies which is revealed within the consideration of corresponding antagonistic social concepts. As a result, after classifying social models from the point of view of external and internal analogies used by creators of these models, the reasons were identified explaining that analogical thinking is so generally accepted and popular in social philosophy. Namely, analogies allow a social model to be more tangible and visual as well as they give it credibility and novelty. In relation to the idea of the homogeneity or heterogeneity of human societies, external and internal analogies allow us to conceptually «color» these abstract notions. The spread of internal analogies presupposes the emancipation of social science from the influence of the idea to build social models in accordance with natural science – the idea that finds vivid expression in models based on external analogies.