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Editorial for special issue, "Tumblr and Fandom," guest edited by Lori Morimoto and Louisa Stein.

Sometimes in business, success comes not by reinventing the wheel but by simply building a better mousetrap. That's exactly what David Karp did when he founded his microblogging site, Tumblr. This book introduces readers to Karp and follows him from his humble beginnings as a shy kid to the head of one of the most successful tech companies today. He grew his business simply because he believed he could build a simpler, leaner blogging platform that was easier to use. His idea was a hit, and Tumblr's success took off. As with most companies, though, Karp's business experienced growing pains from its rapid expansion and struggled to turn a profit. However, readers learn that Karp, the once introverted kid who transformed into a confident leader, is looking toward further growing Tumblr into an even greater success. With fact sheets on the founder and the company itself, readers see that it's possible to turn a simple idea into a revolutionary business

Roundtable discussion led by Lori Morimoto with participants Amanda Brennan, Elizabeth Minkel, Keidra Chaney, and Aja Romano.

This case study of a Tumblr created to study the impact of a specific episode of Grey's Anatomy (2005–) on the fandom of a particular romantic pairing shows how ethnoresearchers—that is, researchers embedded into the community they are studying—can use the functionality of this microblogging platform to organize and archive their research.

"This is the first book to take an extensive look at the many different types of users and cultures that comprise the popular social media platform Tumblr. Though it does not receive nearly as much attention as other social media such as Twitter or Facebook, Tumblr and its users have been hugely influential in creating and shifting popular culture, especially progressive youth culture, with the New York Times referring to 2014 as the dawning of the "age of Tumblr activism." Perfect for those unfamiliar with the platform as well as those who grew up on it, this volume contains essays and artwork that span many different topics: fandom; platform structure and design; race, gender and sexuality, including queer and trans identities; aesthetics; disability and mental health; and social media privacy and ethics. It contains work from over 60 contributors and includes more than 90 illustrations and three galleries, honoring Tumblr's identity as a heavily image-based social network. An entire generation of young people that is now beginning to influence mass culture and politics came of age on Tumblr, and this volume is an indispensable guide to the many ways this platform works"--

This book takes an extensive look at the many different types of users and cultures that comprise the popular social media platform Tumblr. Though it does not receive nearly as much attention as other social media such as Twitter or Facebook, Tumblr and its users have been hugely influential in creating and shifting popular culture, especially progressive youth culture, with the New York Times referring to 2014 as the dawning of the "age of Tumblr activism." Perfect for those unfamiliar with the platform as well as those who grew up on it, this volume contains essays and artwork that span many different topics: fandom; platform structure and design; race, gender and sexuality, including queer and trans identities; aesthetics; disability and mental health; and social media privacy and ethics. An entire generation of young people that is now beginning to influence mass culture and politics came of age on Tumblr, and this volume is an indispensable guide to the many ways this platform works.

Cover -- Title Page -- Copyright Information -- Contents -- The Coding Kid -- Inside Frederator Studios -- UrbanBaby And Tokyo -- Welcome To Davidville -- Hello, Tumblr -- Growing Pains -- Big Changes -- New Investors And Growth -- Tumbling Into The Future -- Important Dates -- Source Notes -- Selected Bibliography -- Further Reading -- Index -- Back Cover

I examine young people's intimate relationships formed on Tumblr. Research has extensively documented how and why adults utilize online dating services to articulate relationships online; however, scholars of this phenomenon have largely overlooked the lived experiences of young people. This article presents the initial findings of a qualitative pilot study in which 10 young male and female Tumblr users participated in hour-long, in-depth, semi-structured, synchronous online interviews via Skype. The initial findings generated by the pilot study suggest that young people are engaging online technologies to practice intimacy and sociality in diverse ways. Responses suggest that young people conceptualize Tumblr as being distinct from existing social network sites (SNS) as a result of its perceived affordances. Iconclude that the ways in which young people engage and date and socialize on Tumblr suggest a rethinking of established contemporary notions of intimacy and community in the digital era.

Dominated by LGBTQ+ and female-identified fans from various backgrounds, Tumblr blogs dedicated to queer readings of the BBC television series Sherlock (2010–ongoing) are a breeding ground for less-discussed forms of unremunerated queer labor: utopian, heuristic, and care work. In their digital fanworks, Tumblr queer users marry crafts associated with domestic heterosexual femininity (collage and scrapbooking) with established female fan practices (slashing and shipping) to articulate complex sexual and gender identities and navigate neuro-divergent mental health statuses. This article examines the shifts real-time digital interactivity and transmedia storytelling have introduced to viewer/producer power relations. Unpacking "queer cryptography" as a form of reception labor offers a feminist reading of the diverse modes of LGBTQ+ identification, kinship, and activism performed by queer female viewers on Tumblr, while questioning the vulnerability and possible exploitation of the unsanctioned affective labor produced by such a desperately underrepresented demographic.

The architecture of Tumblr differs substantially from many other social media platforms, such as Facebook, because there are no personal profiles and social connections are not made public. Because Tumblr's architecture lacks formal grouping structures, tags, traditionally thought of as a way of organizing resources, may take on functions otherwise associated with communities even though the affiliation is looser. Content analysis was performed to investigate content and conduct norms in two specialized fandom tags on Tumblr. This research compares the circulation of sexually suggestive material, reproaches, and apology rituals in posts tagged "zoethian" and "sjips." Even though these two tags originate from similar source material (YouTube videos produced under the Yogscast umbrella), different standards of behavior and shared content emerge among participants, which are assessed in light of the increasingly close contact and overlap between media producers and fans in social media spaces. Although the data set is from 2013, and thus describes a slightly different version of Tumblr, it serves as an historical capture of the site and behaviors from that time period.

When the animated TV shows Young Justice (2010–) and Green Lantern: The Animated Series (2011–13) were canceled, fans of the shows campaigned together to have both shows renewed. I refer to this campaign as #saveYJandGLTAS, a hashtag frequently used on internet posts related to the campaign. This case study investigates how Tumblr served as a counterpublic space for this movement, while other social media platforms served as the more public face of this campaign. Through my analysis, I draw conclusions about how fandoms operate and the changes occurring as a result in the relationships between the media industry, creators, and consumers.