Through investigating a particular blog, several factors were found which have significant influence on reader actions. This study uses the term “memetic primers” for those styles that most often cause readers to take notice of a particular comment, remember information included in it, and take action. The memetic primers were derived in a discourse analysis. The study discovered the memetic primers using logic-of-inquire approach to the online comments. While evidence indicated that the usefulness of some primers was low, it emerged those negatively written comments where the most common impact on a comment’s volume.
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