The paper dwells on metaphor as a linguistic means and cognitive mechanism for creating a humorous effect in Bulgarian media texts. There is a similarity between the nature of metaphors and humour. The relation between metaphor and humouris manifested in the comparison of the contradictory and the combination of the disproportionate. The humorous effect created by metaphor in the media discourse is included in the general context and is the result of deliberate efforts, in accordance with pragmatic, linguistic and cultural settings. Despite the universality of humourand metaphor, the interpretation of knowledge, рresented through a humorous metaphor, is governed by sociocultural factors. As metaphor is an integral part of media discourse, its implicit functions concur with the functional and pragmatic parameters of said discourse. The collected material allows us to conclude that there are single comic metaphors in Bulgarian media texts, or metaphors which create the humorous effect of a fragment / whole mediatext based on one or more metaphorical models. In modern Bulgarian media discourse, metaphor is increasingly implemented as a script for the semantic development of the text.