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Celem artykułu jest charakterystyka obrazu weganizmu i wegetarianizmu wyłaniającego się z najpopularniejszych filmów podejmujących te zagadnienia, opublikowanych w polskiej wersji serwisu YouTube, a także wskazanie roli wyszukiwarki w kreowaniu tego obrazu. Analizie poddano wielogodzinny materiał wideo, na który składa się kilkadziesiąt filmów proponowanych przez serwis YouTube w wynikach wyszukiwania dla haseł "weganizm", "dieta wegańska", "wegetarianizm" oraz "dieta wegetariańska". The aim of the article is to characterize the image of veganism and vegetarianism emerging from the most popular videos dealing with these issues, published on the Polish version of YouTube, as well as to indicate the role of the search engine in creating this image. The analysis covered a multi-hour video material, which consists of several dozen films suggested by YouTube in the search results for the slogans "veganism", "vegan diet", "vegetarianism" and "vegetarian diet".

The aim of the article is to systematize knowledge about YouTube within the frames of social communication and media sciences. The review of literature showed problems of a terminological nature. Researchers do not agree on how to define and what terms to use to describe YouTube. The site is sometimes classifi ed as a video sharing site or digital archive. Many authors making deeper divisions within social media do not classify this site as a social networking site, although - as demonstrated in this article - it has the vast majority of the constitutive features attributed to social networking sites in the scientific literature.

The development of intermedia has moved various cultural acts into cyberspace. In the digital world, flattened by the screens of electronic devices, previously known phenomena take a new form, which is forced by the limitations of the medium. Virtual cemeteries are online memorial sites, where users can communicate with each other and present their deceased loved ones, and also create e-tombstones of famous people. Digital cemeteries allow the individualization at the reception. In the article analogies between e-cemeteries and social networking sites are presented. Simultaneously, given the immense popularity of the latter, this work is an attempt to answer the question of whether virtual cemeteries draw from the experience of social media.