Decoding Tumblr's Cultural Impact

Our first and largest section introduces readers to tumblr by identifying and unpacking the relationships between function and use, technology and culture, that distinguish the platform. Through a theoretical analysis of the notion of transculturality and the combined use of qualitative research methods such as digital ethnography and in depth interviews, this thesis offers a. In our study, we investigate why fandom users chose tumblr over other social networking sites, their motivations behind participating in fandoms, and how they interact within the tumblr.