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A Tumblr Book: Platform and Cultures McCracken, Allison. a Tumblr Book: Platform and Cultures. E-book, Ann Arbor, MI: University of Michigan Press, 2020, https://doi.org/10.3998/mpub.11537055. Downloaded on behalf of Unknown Institution 2RPP a tumblr book McCracken, Allison. a Tumblr Book: Platform and Cultures. E-book, Ann Arbor, MI: University of Michigan Press, 2020, https://doi.org/10.3998/mpub.11537055. Downloaded on behalf of Unknown Institution 2RPP McCracken, Allison. a Tumblr Book: Platform and Cultures. E-book, Ann Arbor, MI: University of Michigan Press, 2020, https://doi.org/10.3998/mpub.11537055. Downloaded on behalf of Unknown Institution 2RPP a tumblr book platform and cultures Allison McCracken Alexander Cho Louisa Stein Indira Neill Hoch EDITORS University of Michigan Press Ann Arbor McCracken, Allison. a Tumblr Book: Platform and Cultures. E-book, Ann Arbor, MI: University of Michigan Press, 2020, https://doi.org/10.3998/mpub.11537055. Downloaded on behalf of Unknown Institution Master Pages Copyright © 2020 by Allison McCracken, Alexander Cho, Louisa Stein, Indira Neill Hoch, editors Some rights reserved This work is licensed under a Creative Commons Attribution- NonCommercial- NoDerivatives 4.0 International License. Note to users: A Creative Commons license is only valid when it is applied by the person or entity that holds rights to the licensed work. Works may contain components (e.g., photographs, illustrations, or quotations) to which the rightsholder in the work cannot apply the license. It is ultimately your responsibility to independently evaluate the copyright status of any work or component part of a work you use, in light of your intended use. To view a copy of this license, visit http://creative- commons.org/licenses/by-nc-nd/4.0/ For questions or permissions, please contact [email protected] Published in the United States of America by the University of Michigan Press Manufactured in the United States of America Printed on acid- free paper First published November 2020 A CIP catalog record for this book is available from the British Library. Library of Congress Cataloging- in- Publication data has been applied for. ISBN 978- 0- 472- 07456- 3 (hardcover : alk. paper) ISBN 978- 0- 472- 05456- 5 (paper : alk. paper) ISBN 978- 0- 472- 12695- 8 (e- book) ISBN 978- 0- 472- 90129- 6 (OA) https://doi.org/10.3998/mpub.11537055 McCracken, Allison. a Tumblr Book: Platform and Cultures. E-book, Ann Arbor, MI: University of Michigan Press, 2020, https://doi.org/10.3998/mpub.11537055. Downloaded on behalf of Unknown Institution Master Pages Contents Acknowledgments ix Chapter 1. You Must Be New Here: An Introduction Allison McCracken, Alexander Cho, Louisa Stein, and Indira Neill Hoch 1 Section 1. #The Rules of Tumblr Chapter 2. Lost in the “Dash”: How Tumblr Fosters Virtuous Cycles of Content and Community Nicholas Proferes and Katherine E. Morrissey 23 Chapter 3. Going Down the Rabbit Hole: An Interview with Amanda Brennan, Head of Content Insights and Social, Tumblr 37 Chapter 4. Blackout, Black Excellence, Black Power: Strategies of Everyday Online Activism on Black Tumblr Kendra Calhoun 48 Chapter 5. Under the Radar: A Conversation about Tumblr in the Public Sphere with Aja Romano and Elizabeth Minkel 63 Chapter 6. Reblogs, Monsters, and Erotic Amphibians: The Process of Critical Analysis on Tumblr Indira Neill Hoch 69 Chapter 7. Divine Fools and Ridiculous Mystics: Tumblr Humor as an Act of Defiance The- Cimmerians 75 Chapter 8. Tumblr Time: How Tumblr’s Temporal Features Shape Community Memory and Knowledge Milena Popova 81 Gallery: @Staff Indira Neill Hoch 91 McCracken, Allison. a Tumblr Book: Platform and Cultures. E-book, Ann Arbor, MI: University of Michigan Press, 2020, https://doi.org/10.3998/mpub.11537055. Downloaded on behalf of Unknown Institution Master Pages vi Contents Section 2. #Privacy and Ethics Chapter 9. Screaming into the Void: Reconceptualizing Privacy, the Personal, and the Public through the Perspectives of Young Tumblr Users Julian Burton 103 Chapter 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 114 Chapter 11. We Are More Than Footnotes: Black Women and Intellectual Theft Aisha Mahmud 127 Section 3. #NSFW Chapter 12. Walled Gardens, NSFW Niches, and Horizontality: A Conversation about Tumblr Porn with Susanna Paasonen and Noah Tsika 135 Chapter 13. NSFW as an Intervention: The Case of Sexy Selfies on Tumblr Katrin Tiidenberg 142 Chapter 14. Fandom Surgery Morgan Fisher 154 Chapter 15. TumPorn Is Dead, Long Live TumPorn! Shaka McGlotten 158 Section 4. #Fandom Chapter 16. A Roundtable Discussion about the Cultures of Fandom on Tumblr with Flourish Klink, Rukmini Pande, Zina Hutton, and Lori Morimoto 167 Chapter 17. Kitten Thinks of Nothing but Murder All Day: Tumblr Text Post Memes as Fandom Détournement J. S. A. Lowe 181 Chapter 18. Lesbian One Direction Fans Take Over Tumblr Jessica Pruett 194 Chapter 19. Ships, Fans, and #beatingthedistance: Queer Intimacy and the New Genre of Interactive Memoir on Tumblr Annie Galvin 201 McCracken, Allison. a Tumblr Book: Platform and Cultures. E-book, Ann Arbor, MI: University of Michigan Press, 2020, https://doi.org/10.3998/mpub.11537055. Downloaded on behalf of Unknown Institution Master Pages Contents vii Gallery: #Fan Art Curated by Louisa Stein 212 Contributions: Hannibal by x1o0n Steven Universe by Corinne Reinert/calonarang Dragon Age OC by Nobbie Protesting Princesses by Amanda Allen Niday Beyoncé by space_mementia Yuri on Ice by Morrindah Section 5. #Activism Chapter 20. A Social Good Brand: An Interview with Victoria McCullough, Lead, Social Impact, Tumblr 227 Chapter 21. Tumblr, XKit, and the XKit Guy: Toward an Extended Platform Ecology Lesley Willard 240 Chapter 22. Digital Decolonization: Reclaiming Tumblr’s #Latina Tag Emily Rauber Rodriguez 251 Chapter 23. Queer Tumblr IRL: An Interview with Joe Varisco 257 Chapter 24. Behind the Scenes of a Popular Trans Youth Resources Tumblr Lee Brown 263 Chapter 25. Queer Tips: Using Tumblr for LGBTQ Sex Education and Outreach, an Interview with Maureen Kelly 270 Section 6. #Identity/Affinity Networks Chapter 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 281 Chapter 27. A Conversation about Gender/Sexual Variant and Transgender Labeling and Networking on Tumblr with Abigail Oakley and Avery Dame- Griff 293 Chapter 28. Developing a Black Genderfluid Feminist Critique via Tumblr Strugglingtobeheard 302 McCracken, Allison. a Tumblr Book: Platform and Cultures. E-book, Ann Arbor, MI: University of Michigan Press, 2020, https://doi.org/10.3998/mpub.11537055. Downloaded on behalf of Unknown Institution Master Pages viii Contents Chapter 29. #Spoonielife: A Conversation about Chronic Pain Expression and Alternative Social Worlds on Tumblr with EJ Gonzalez- Polledo and Jen Tarr 307 Chapter 30. New Ways of Seeing: Tumblr, Young People, and Mental Illness Natalie Ann Hendry 315 Section 7. #myAesthetic Chapter 31. On the Value of the Social: A Conversation with Researchers about How Artists Use Tumblr with Carla McCutchin and Devon Murphy 329 Chapter 32. Unofficial Archives of Urban Life: How to Rewrite the Canon of Cities Annette Koh 336 Chapter 33. Beyond the Pale Blog: Tumblr Pink and the Aesthetics of White Anxiety Christine Goding- Doty 344 Chapter 34. Tumblr’s Gallery of Loops: GIF Art Beyond Reaction GIF Culture Jennifer Malkowski 355 Gallery: #Original Art Curated by Indira Neill Hoch 367 Contributions: Bad Girls Do It Well by nimehime When Life Gives You Lemon by Ruby Eliot | rubyetc Busós by Julian Miholics | jomadraws Self Portrait Crying, San Francisco, 2012 by Vivian Fu Gianna Dating Sim Headshots by Finn Alpin Forest God and his Human Daughter by Valin Mattheis | strange- gods Pathways: Chronicles of Tuvana by Elaine Tipping | Triaelf9 Index 383 Digital materials related to this title can be found on the Fulcrum platform via the following citable URL: https://doi.org/10.3998/mpub.11537055 McCracken, Allison. a Tumblr Book: Platform and Cultures. E-book, Ann Arbor, MI: University of Michigan Press, 2020, https://doi.org/10.3998/mpub.11537055. Downloaded on behalf of Unknown Institution 2RPP Acknowledgments Our unorthodox project could not have come together without the tremen- dous support we have received from so many people in so many corners of the world. Our biggest debt of gratitude is to our extraordinary editor, Mary Francis, who understood our vision for the project and championed it at the University of Michigan Press, a place where we have felt welcomed and sup- ported throughout this process. Editorial associates Susan Cronin and Sara Cohen, and Production Editor Mary Hashman have also been enormously helpful in coping with the many moving parts of this project. We also had wonderfully perceptive readers that helped us immeasurably in assembling this collection. We are thrilled to be able to make this book available through Open Access and, in making this possible, we offer our gratitude for finan- cial support to the DePaul University Research Council, Middlebury College’s Office of the Dean of Faculty Development & Research’s Scholarly Publica- tion/Subvention Fund, and the University of California President’s Post- doctoral Fellow’s Research Fund. Finally, and most importantly, we wish to acknowledge and thank our contributors for their extraordinary insights and diligence, all the Tumblr users who gave us permission to include them in this volume, and the countless Tumblr and Tumblr- adjacent persons who helped us better understand and ethically approach this space and this project. We have learned so much from all of you and have so much still to learn. McCracken, Allison. a Tumblr Book: Platform and Cultures. E-book, Ann Arbor, MI: University of Michigan Press, 2020, https://doi.org/10.3998/mpub.11537055.
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