Allison McCracken is Associate Professor and Director of the American Studies Program at DePaul University.Alexander Cho is Assistant Professor in the Department of Asian American Studies at the University of California, Santa Barbara.Louisa Stein is Associate Professor of Film and Media Culture at Middlebury College.Indira Neill Hoch is Assistant Professor in the Department of Communication Studies and Theater Arts at Concordia College, Moorhead Minnesota.

Tumblr has long been home to those on the margins, a kind of a queer carnival of fandom, activism, and porn. a tumblr book in turn archives, critiques, and celebrates the creative potential of this understudied platform and the communities that inhabit(ed) it. This collection of essays, interviews, art, and ephemera is a must-have resource for anyone who wants to understand internet culture in the twenty-first century.

• Contents: vAcknowledgments: ixChapter 1. You Must Be New Here: An Introduction | Allison McCracken, Alexander Cho, Louisa Stein, and Indira Neill Hoch: 1Section 1. #The Rules of Tumblr: 21Chapter 2. Lost in the “Dash”: How Tumblr Fosters Virtuous Cycles of Content and Community | Nicholas Proferes and Katherine E. Morrissey: 23Chapter 3. Going Down the Rabbit Hole: An Interview with Amanda Brennan, Head of Content Insights and Social, Tumblr: 37Chapter 4. Blackout, Black Excellence, Black Power: Strategies of Everyday Online Activism on Black Tumblr | Kendra Calhoun: 48Chapter 5. Under the Radar: A Conversation about Tumblr in the Public Sphere with Aja Romano and Elizabeth Minkel: 63Chapter 6. Reblogs, Monsters, and Erotic Amphibians: The Process of Critical Analysis on Tumblr | Indira Neill Hoch: 69Chapter 7. Divine Fools and Ridiculous Mystics: Tumblr Humor as an Act of Defiance | The-Cimmerians: 75Chapter 8. Tumblr Time: How Tumblr’s Temporal Features Shape Community Memory and Knowledge | Milena Popova: 81Gallery: @Staff | Indira Neill Hoch: 91Section 2. #Privacy and Ethics: 101Chapter 9. Screaming into the Void: Reconceptualizing Privacy, the Personal, and the Public through the Perspectives of Young Tumblr Users | Julian Burton: 103Chapter 10. The Challenges of Doing Qualitative Research on Tumblr: Experience and Advice from Three Scholars of Young People’s Tumblr Use | Akane Kanai, Crystal Abidin, and Matthew Hart: 114Chapter 11. We Are More Than Footnotes: Black Women and Intellectual Theft | Aisha Mahmud: 127Section 3. #NSFW: 133Chapter 12. Walled Gardens, NSFW Niches, and Horizontality: A Conversation about Tumblr Porn with | Susanna Paasonen and Noah Tsika: 135Chapter 13. NSFW as an Intervention: The Case of Sexy Selfies on Tumblr | Katrin Tiidenberg: 142Chapter 14. Fandom Surgery | Morgan Fisher: 154Chapter 15. TumPorn Is Dead, Long Live TumPorn! | Shaka McGlotten: 158Section 4. #Fandom: 165Chapter 16. A Roundtable Discussion about the Cultures of Fandom on Tumblr with Flourish Klink, Rukmini Pande, Zina Hutton, and Lori Morimoto: 167Chapter 17. Kitten Thinks of Nothing but Murder All Day: Tumblr Text Post Memes as Fandom Détournement | J. S. A. Lowe: 181Chapter 18. Lesbian One Direction Fans Take Over Tumblr | Jessica Pruett: 194Chapter 19. Ships, Fans, and #beatingthedistance: Queer Intimacy and the New Genre of Interactive Memoir on Tumblr | Annie Galvin: 201Gallery: #Fan Art | Curated by Louisa Stein: 212Section 5. #Activism: 225Chapter 20. A Social Good Brand: An Interview with Victoria McCullough, Lead, Social Impact, Tumblr: 227Chapter 21. Tumblr, XKit, and the XKit Guy: Toward an Extended Platform Ecology | Lesley Willard: 240Chapter 22. Digital Decolonization: Reclaiming Tumblr’s #Latina Tag | Emily Rauber Rodriguez: 251Chapter 23. Queer Tumblr IRL: An Interview with Joe Varisco: 257Chapter 24. Behind the Scenes of a Popular Trans Youth Resources Tumblr | Lee Brown: 263Chapter 25. Queer Tips: Using Tumblr for LGBTQ Sex Education and Outreach, an Interview with Maureen Kelly: 270Section 6. #Identity/Affinity Networks: 279Chapter 26. Tumblr as a Space of Learning, Connecting, and Identity Formation for LGBTIQ+ Young People | Brady Robards, Paul Byron, Brendan Churchill, Benjamin Hanckel, and Son Vivienne: 281Chapter 27. A Conversation about Gender/Sexual Variant and Transgender Labeling and Networking on Tumblr with Abigail Oakley and Avery Dame-Griff: 293Chapter 28. Developing a Black Genderfluid Feminist Critique via Tumblr | Strugglingtobeheard: 302Chapter 29. #Spoonielife: A Conversation about Chronic Pain Expression and Alternative Social Worlds on Tumblr with EJ Gonzalez-Polledo and Jen Tarr: 307Chapter 30. New Ways of Seeing: Tumblr, Young People, and Mental Illness | Natalie Ann Hendry: 315Section 7. #myAesthetic: 327Chapter 31. On the Value of the Social: A Conversation with Researchers about How Artists Use Tumblr with Carla McCutchin and Devon Murphy: 329Chapter 32. Unofficial Archives of Urban Life: How to Rewrite the Canon of Cities | Annette Koh: 336Chapter 33. Beyond the Pale Blog: Tumblr Pink and the Aesthetics of White Anxiety | Christine Goding-Doty: 344Chapter 34. Tumblr’s Gallery of Loops: GIF Art Beyond Reaction GIF Culture | Jennifer Malkowski: 355Gallery: #Original Art | Curated by Indira Neill Hoch: 367Index: 383

Allison McCracken is Associate Professor and Director of the American Studies Program at DePaul University.Alexander Cho is Assistant Professor in the Department of Asian American Studies at the University of California, Santa Barbara.Louisa Stein is Associate Professor of Film and Media Culture at Middlebury College.Indira Neill Hoch is Assistant Professor in the Department of Communication Studies and Theater Arts at Concordia College, Moorhead Minnesota.

Tumblr has long been home to those on the margins, a kind of a queer carnival of fandom, activism, and porn. a tumblr book in turn archives, critiques, and celebrates the creative potential of this understudied platform and the communities that inhabit(ed) it. This collection of essays, interviews, art, and ephemera is a must-have resource for anyone who wants to understand internet culture in the twenty-first century.

• Contents: vAcknowledgments: ixChapter 1. You Must Be New Here: An Introduction | Allison McCracken, Alexander Cho, Louisa Stein, and Indira Neill Hoch: 1Section 1. #The Rules of Tumblr: 21Chapter 2. Lost in the “Dash”: How Tumblr Fosters Virtuous Cycles of Content and Community | Nicholas Proferes and Katherine E. Morrissey: 23Chapter 3. Going Down the Rabbit Hole: An Interview with Amanda Brennan, Head of Content Insights and Social, Tumblr: 37Chapter 4. Blackout, Black Excellence, Black Power: Strategies of Everyday Online Activism on Black Tumblr | Kendra Calhoun: 48Chapter 5. Under the Radar: A Conversation about Tumblr in the Public Sphere with Aja Romano and Elizabeth Minkel: 63Chapter 6. Reblogs, Monsters, and Erotic Amphibians: The Process of Critical Analysis on Tumblr | Indira Neill Hoch: 69Chapter 7. Divine Fools and Ridiculous Mystics: Tumblr Humor as an Act of Defiance | The-Cimmerians: 75Chapter 8. Tumblr Time: How Tumblr’s Temporal Features Shape Community Memory and Knowledge | Milena Popova: 81Gallery: @Staff | Indira Neill Hoch: 91Section 2. #Privacy and Ethics: 101Chapter 9. Screaming into the Void: Reconceptualizing Privacy, the Personal, and the Public through the Perspectives of Young Tumblr Users | Julian Burton: 103Chapter 10. The Challenges of Doing Qualitative Research on Tumblr: Experience and Advice from Three Scholars of Young People’s Tumblr Use | Akane Kanai, Crystal Abidin, and Matthew Hart: 114Chapter 11. We Are More Than Footnotes: Black Women and Intellectual Theft | Aisha Mahmud: 127Section 3. #NSFW: 133Chapter 12. Walled Gardens, NSFW Niches, and Horizontality: A Conversation about Tumblr Porn with | Susanna Paasonen and Noah Tsika: 135Chapter 13. NSFW as an Intervention: The Case of Sexy Selfies on Tumblr | Katrin Tiidenberg: 142Chapter 14. Fandom Surgery | Morgan Fisher: 154Chapter 15. TumPorn Is Dead, Long Live TumPorn! | Shaka McGlotten: 158Section 4. #Fandom: 165Chapter 16. A Roundtable Discussion about the Cultures of Fandom on Tumblr with Flourish Klink, Rukmini Pande, Zina Hutton, and Lori Morimoto: 167Chapter 17. Kitten Thinks of Nothing but Murder All Day: Tumblr Text Post Memes as Fandom Détournement | J. S. A. Lowe: 181Chapter 18. Lesbian One Direction Fans Take Over Tumblr | Jessica Pruett: 194Chapter 19. Ships, Fans, and #beatingthedistance: Queer Intimacy and the New Genre of Interactive Memoir on Tumblr | Annie Galvin: 201Gallery: #Fan Art | Curated by Louisa Stein: 212Section 5. #Activism: 225Chapter 20. A Social Good Brand: An Interview with Victoria McCullough, Lead, Social Impact, Tumblr: 227Chapter 21. Tumblr, XKit, and the XKit Guy: Toward an Extended Platform Ecology | Lesley Willard: 240Chapter 22. Digital Decolonization: Reclaiming Tumblr’s #Latina Tag | Emily Rauber Rodriguez: 251Chapter 23. Queer Tumblr IRL: An Interview with Joe Varisco: 257Chapter 24. Behind the Scenes of a Popular Trans Youth Resources Tumblr | Lee Brown: 263Chapter 25. Queer Tips: Using Tumblr for LGBTQ Sex Education and Outreach, an Interview with Maureen Kelly: 270Section 6. #Identity/Affinity Networks: 279Chapter 26. Tumblr as a Space of Learning, Connecting, and Identity Formation for LGBTIQ+ Young People | Brady Robards, Paul Byron, Brendan Churchill, Benjamin Hanckel, and Son Vivienne: 281Chapter 27. A Conversation about Gender/Sexual Variant and Transgender Labeling and Networking on Tumblr with Abigail Oakley and Avery Dame-Griff: 293Chapter 28. Developing a Black Genderfluid Feminist Critique via Tumblr | Strugglingtobeheard: 302Chapter 29. #Spoonielife: A Conversation about Chronic Pain Expression and Alternative Social Worlds on Tumblr with EJ Gonzalez-Polledo and Jen Tarr: 307Chapter 30. New Ways of Seeing: Tumblr, Young People, and Mental Illness | Natalie Ann Hendry: 315Section 7. #myAesthetic: 327Chapter 31. On the Value of the Social: A Conversation with Researchers about How Artists Use Tumblr with Carla McCutchin and Devon Murphy: 329Chapter 32. Unofficial Archives of Urban Life: How to Rewrite the Canon of Cities | Annette Koh: 336Chapter 33. Beyond the Pale Blog: Tumblr Pink and the Aesthetics of White Anxiety | Christine Goding-Doty: 344Chapter 34. Tumblr’s Gallery of Loops: GIF Art Beyond Reaction GIF Culture | Jennifer Malkowski: 355Gallery: #Original Art | Curated by Indira Neill Hoch: 367Index: 383

Allison McCracken is Associate Professor and Director of the American Studies Program at DePaul University.Alexander Cho is Assistant Professor in the Department of Asian American Studies at the University of California, Santa Barbara.Louisa Stein is Associate Professor of Film and Media Culture at Middlebury College.Indira Neill Hoch is Assistant Professor in the Department of Communication Studies and Theater Arts at Concordia College, Moorhead Minnesota.

Tumblr has long been home to those on the margins, a kind of a queer carnival of fandom, activism, and porn. a tumblr book in turn archives, critiques, and celebrates the creative potential of this understudied platform and the communities that inhabit(ed) it. This collection of essays, interviews, art, and ephemera is a must-have resource for anyone who wants to understand internet culture in the twenty-first century.

• Contents: vAcknowledgments: ixChapter 1. You Must Be New Here: An Introduction | Allison McCracken, Alexander Cho, Louisa Stein, and Indira Neill Hoch: 1Section 1. #The Rules of Tumblr: 21Chapter 2. Lost in the “Dash”: How Tumblr Fosters Virtuous Cycles of Content and Community | Nicholas Proferes and Katherine E. Morrissey: 23Chapter 3. Going Down the Rabbit Hole: An Interview with Amanda Brennan, Head of Content Insights and Social, Tumblr: 37Chapter 4. Blackout, Black Excellence, Black Power: Strategies of Everyday Online Activism on Black Tumblr | Kendra Calhoun: 48Chapter 5. Under the Radar: A Conversation about Tumblr in the Public Sphere with Aja Romano and Elizabeth Minkel: 63Chapter 6. Reblogs, Monsters, and Erotic Amphibians: The Process of Critical Analysis on Tumblr | Indira Neill Hoch: 69Chapter 7. Divine Fools and Ridiculous Mystics: Tumblr Humor as an Act of Defiance | The-Cimmerians: 75Chapter 8. Tumblr Time: How Tumblr’s Temporal Features Shape Community Memory and Knowledge | Milena Popova: 81Gallery: @Staff | Indira Neill Hoch: 91Section 2. #Privacy and Ethics: 101Chapter 9. Screaming into the Void: Reconceptualizing Privacy, the Personal, and the Public through the Perspectives of Young Tumblr Users | Julian Burton: 103Chapter 10. The Challenges of Doing Qualitative Research on Tumblr: Experience and Advice from Three Scholars of Young People’s Tumblr Use | Akane Kanai, Crystal Abidin, and Matthew Hart: 114Chapter 11. We Are More Than Footnotes: Black Women and Intellectual Theft | Aisha Mahmud: 127Section 3. #NSFW: 133Chapter 12. Walled Gardens, NSFW Niches, and Horizontality: A Conversation about Tumblr Porn with | Susanna Paasonen and Noah Tsika: 135Chapter 13. NSFW as an Intervention: The Case of Sexy Selfies on Tumblr | Katrin Tiidenberg: 142Chapter 14. Fandom Surgery | Morgan Fisher: 154Chapter 15. TumPorn Is Dead, Long Live TumPorn! | Shaka McGlotten: 158Section 4. #Fandom: 165Chapter 16. A Roundtable Discussion about the Cultures of Fandom on Tumblr with Flourish Klink, Rukmini Pande, Zina Hutton, and Lori Morimoto: 167Chapter 17. Kitten Thinks of Nothing but Murder All Day: Tumblr Text Post Memes as Fandom Détournement | J. S. A. Lowe: 181Chapter 18. Lesbian One Direction Fans Take Over Tumblr | Jessica Pruett: 194Chapter 19. Ships, Fans, and #beatingthedistance: Queer Intimacy and the New Genre of Interactive Memoir on Tumblr | Annie Galvin: 201Gallery: #Fan Art | Curated by Louisa Stein: 212Section 5. #Activism: 225Chapter 20. A Social Good Brand: An Interview with Victoria McCullough, Lead, Social Impact, Tumblr: 227Chapter 21. Tumblr, XKit, and the XKit Guy: Toward an Extended Platform Ecology | Lesley Willard: 240Chapter 22. Digital Decolonization: Reclaiming Tumblr’s #Latina Tag | Emily Rauber Rodriguez: 251Chapter 23. Queer Tumblr IRL: An Interview with Joe Varisco: 257Chapter 24. Behind the Scenes of a Popular Trans Youth Resources Tumblr | Lee Brown: 263Chapter 25. Queer Tips: Using Tumblr for LGBTQ Sex Education and Outreach, an Interview with Maureen Kelly: 270Section 6. #Identity/Affinity Networks: 279Chapter 26. Tumblr as a Space of Learning, Connecting, and Identity Formation for LGBTIQ+ Young People | Brady Robards, Paul Byron, Brendan Churchill, Benjamin Hanckel, and Son Vivienne: 281Chapter 27. A Conversation about Gender/Sexual Variant and Transgender Labeling and Networking on Tumblr with Abigail Oakley and Avery Dame-Griff: 293Chapter 28. Developing a Black Genderfluid Feminist Critique via Tumblr | Strugglingtobeheard: 302Chapter 29. #Spoonielife: A Conversation about Chronic Pain Expression and Alternative Social Worlds on Tumblr with EJ Gonzalez-Polledo and Jen Tarr: 307Chapter 30. New Ways of Seeing: Tumblr, Young People, and Mental Illness | Natalie Ann Hendry: 315Section 7. #myAesthetic: 327Chapter 31. On the Value of the Social: A Conversation with Researchers about How Artists Use Tumblr with Carla McCutchin and Devon Murphy: 329Chapter 32. Unofficial Archives of Urban Life: How to Rewrite the Canon of Cities | Annette Koh: 336Chapter 33. Beyond the Pale Blog: Tumblr Pink and the Aesthetics of White Anxiety | Christine Goding-Doty: 344Chapter 34. Tumblr’s Gallery of Loops: GIF Art Beyond Reaction GIF Culture | Jennifer Malkowski: 355Gallery: #Original Art | Curated by Indira Neill Hoch: 367Index: 383