The article discusses the linear cohesion regularities of the blogger’s initiating
message and the respondent’s subsequent reaction, which in the process of
forming the integral text replace each other based upon the relay principle.
Special attention is paid to the cohesive frames, which are treated as the relay
structures, revealing the stable correlation of the corresponding slots in the
stimulus and reaction. In the blogger ’s and respondent’s messages, slots that
implement the cohesive frame take a certain functional position, are represented
by a finite list of specific discourse markers. Supporting the unison with the
blogger, the respondent adapts to his/her dialogical settings, to stimulate a
higher number of respondents to the unveiling of the new aspects of the
information