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Notes
1 Lowercase tumblr is used throughout this article to reflect the logo and the community standard of referring to the platform.
2 For an extended analysis of NSFW, see Paasonen, Jarrett, and Light (Citation2019).
3 Michael Agar (Citation2006, para. 82) explains ethnographic abduction as follows: ‘taking surprises seriously and creating new explanations for them. It is also iterative, something that is applied over and over again in the course of a piece of work. And it is recursive, calling on itself to solve a problem that comes up even as it is solving a problem.’
4 Tumblr's messaging system is quite complex, where the earlier option of contacting other users (Submission and Ask) remained even after newer options (Chat) were added. tumblr users choose whether to allow anonymous asks or just those from logged in users. An Ask can be answered publicly (so the question and the answer become a post) or privately, in which case the question disappeared from the Ask box of the person, who received it, and the answer appeared for the person, who had asked the question. This interaction did not leave the back-and-forth trace we are used to in messengers.