The article considers the problem of interdependence of the objective and subjective in the conceptual model of the “media fact”. The author shows that though a “media fact” is designed to contain independent information, it does not have the degree of objectivity desired by the audience. The author caims that the opposition pair “objectivity versus subjectivity” is an indicator of ambivalence in the interpretational layer of the conceptual field of a “media fact” which has led to the exit of its syntactic structure beyond the limits of proposition.

Based on the Russian and German languages material there are considered the cognitive and functional characteristics of a metaphor and metonymy in the speech genre sports reportage. There is given the range of spheres and sources of metaphors and the models of metonymic transitions.