Yet it is precisely users’ inability to establish effective boundaries on Tumblr that has led to the ongoing and still hotly contested diversification of fandom participation and expression. Tumblr-enabled fandom cross-fertilization—what Matt Hills (2015) calls transfandom—has contributed to the growth of portmanteau fandoms such as SuperWhoLock and the proliferation of semiotically linked visual fan works (Morimoto 2018). The inability to control both the circulation of and commentary on posts has contributed to the greater visibility of peripheral fans and fan communities as they bring their own perspectives to what may originally have been intended as in-group utterances.
Morimoto, Lori, and Louisa Ellen Stein. 2018. “Tumblr and Fandom” [editorial]. In “Tumblr and Fandom,” edited by Lori Morimoto and Louisa Ellen Stein, special issue, Transformative Works and Cultures, no. 27.