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Katrin Tiidenberg is Professor of Participatory Culture at Tallinn University.Natalie Ann Hendry is Vice-Chancellor's Postdoctoral Research Fellow in the Digital Ethnography Research Centre and School of Media and Communication at RMIT University.Crystal Abidin is Associate Professor of Internet Studies, Principal Research Fellow, and ARC DECRA Fellow at Curtin University.

• AcknowledgementsPrologueIntroduction: tumblr, with a small t1: tumblr structure2: tumblr sociality3. Fame4. Fandom5: Social justice6. NSFW7: Mental healthConclusion: ‘beautiful hellsite’ReferencesNotesIndex

“The book absolutely delivers on this premise, serving as an excellent primer for the uninitiated, while carrying out a useful analysis of its sociotechnical features that allows one to position tumblr within its historic role in the social media platforms landscape alongside the more popular Facebook and Twitter. … Through flowing writing, humorous anecdotes, and extensive signposting, the authors constantly unpack yet another aspect of the platform, often grounding it in specific spaces and/or periods, yet without losing sense of the broader picture. … It is a timely, interesting, and profoundly enjoyable volume on an object which is oft overlooked in platform and social media research yet has great bearings on both fields.”Internet Histories