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Maybe "trope", by your analogy to TVTropes (which did help me understand what you were getting at in the first place). Outside the context of the site, where the term might have other meanings, they could be described more explicitly as something like "persuasion tropes". (I was going to say "rhetorical tropes", but apparently that already means something.)
I agree "persuasion tropes" captures the idea really well. I guess I'm after a term that is closer to "persuasion" than "trope", and is simple (a single word) and catchy. "Appeal" is a word I played with, which I liked because it was already used in the names of many argument fallacies, but it seemed to me to lack a Web 2.0 sound (think Tweet, Digg, Trope).