A number of tiny, scattered references that indirectly add up to create a trending idea or belief of something.
Though the marketers nevermade the claim directly, through the persistent conflurping about the product, both online and elsewhere, the public began to associate its use with a variety of health benefits.
Boys who enjoy yaoi (a genre in Japan that contains sexual and/or romantic relations between two men); literally translates to "rotten boy"; corresponding female : fujoshi