The article argues that metaphors play a key role in shaping theoretical language of sociology, building methodological tools and interpretation of the data. Unique metaphors characterize sociological paradigm – Marxism, functionalism, interactionism. They help to make scientific discoveries and organize everyday communication language of sociologists. The situation is similar in all sciences, not excluding natural ones. Today there are new examples of the metaphor of sociology as a proof of its undiminished creative powers.