EN
The article presents the main problems of the dynamic development in social media. Alongside the obvious economic or social changes, the author also analyzes the increasing thinking about the Internet as a tool for building, managing and exchanging opinions. Two examples presented in the paper explain the issues related to evaluating the activities of the church(as an institution) to which high public confidence is only a declaration nowadays. Well-known opinions, built on ironic comments (memes) are examples of interesting communication patterns approach ingus to answer the key question: who are the authors?