This article discusses the features of the history of the formation of modern image of ‘’patsan’’ and the particular use of the image in atypical for it discursive field of culinary text. Particular attention is paid to the identification of the most peculiar features of the image, which are reflected in the receipts. It identifies the main mechanism of formation of the image in the food blog “Patsanski recipes: Nazhorka 18+”. It also analyses the reason of the blog’s unpopularity despite the high level of interest towards the culinary issues in the Russian Internet.