Abstract
The article is devoted to studying the associative and cultural potential of precedent phenomena as means to ensure relevance and attractive effect of online discussions. The study is conducted within the framework of the linguo-cultural and linguo-cognitive approaches to analysing precedent phenomena. The research objective is as follows: to reveal the associative, dialogic and cultural potential of precedent phenomena which serve as means to ensure relevance and popularity of a topic among Internet users. Scientific originality of the paper lies in the fact that precedent phenomena are considered as means to promote certain media communities and online publications. The research findings are as follows: the authors identify the basic methods of associative inclusion and associative transformation of precedent units in the Internet communication space.
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