The two things I think Tumblr really changed are, I think before Tumblr the primary language of fandom was text-based, and it was very much fic and filk—very text-oriented. I think Tumblr changed it so that the culture of memes

GIFs in general comprise single looped images, but fans often create more complex GIF sets, which are “sets of images, sometimes animated, sometimes not, arranged in a grid of sorts to communicate as a whole” that have “evolved primarily on

The provision of “official” GIFs also demonstrates that controlling what is provided and how it is accessed is a key concern for many media rights holders. This control extends to developing specific settings for GIF engagement. Content providers like Disney