Abstract
The article concerns the historical, cultural and discursive determinants of the appellative interpretation of proper names in the context of online communication. The research material consists of contexts documenting the creative, usually humorous, use of the Bieszczady toponym, rich in connotations, evoking the cultural script of escape from civilization, recorded in the common phrase: Drop everything and go to Bieszczady. The research has shown that in the global space of information and emotion exchange, a specifically Polish concretization of the escapist myth is powerful and attractive, and the messages based on it testify to the continuity between the literary tradition and popular culture, both analog and digital.