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

Web 2.0 phenomena have been called the “read/write” Web (Berners-Lee, 2005), where users’ contributing of comments and content can provide equivalent, and sometimes greater, value to a website than content merely posted in static pages by the site’s owner. Warren,