We propose a generative model of the legend. The model is elaborated based on two case studies, the first of contemporary storytelling related to vaccination on parenting blogs, and the second of historical storytelling related to witchcraft and folk healing in nineteenth century Denmark. The model reveals the interdependent levels of the multiscale model, solving a problem of poor fit related to many two level models of folklore genre structure. The model supports the study of rumor, and the dynamics of storytelling, including the hyperactive transmission state of “viral” stories.