Abstract
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.