Lekovito bilje u srpskom digitalnom prostoru

This paper examines how traditional knowledge of medicinal plants is represented and transmitted within the Serbian digital space. Drawing on an analysis of Instagram posts collected through hashtag ethnography, it proposes a working typology of user-generated content on medicinal plants. It identifies three characteristic patterns in the representation of ethnobotanical knowledge: appeals to tradition, notions of naturalness and vitalism, and commodification. On Instagram, ethnobotanical knowledge is transmitted through a range of visual, audiovisual, and textual forms. The typology proposed here serves as an initial working framework for further research into digital ethnobotany in the local context.

Ethnobotanical and Medicinal Plants Studies · Linguistic and Cultural Studies · Social Media in Health Education