“The multimodality and multivocality of Tumblr blur the lines between feminist and fannish communities on the site, producing a cultural formation in which feminist, or ‘social justice’, politics are increasingly, although not exclusively, central to the operation of media fandom on Tumblr ... This is central to the formation of what I call ‘feminist fandom’, and Tumblr has subsequently secured a reputation for its users’ in-depth analysis of representational politics and social issues ... It is here, then, that we can situate media fandom on Tumblr at the juncture between popular feminism, popular culture, and digital culture ... Throughout this book, I use the term ‘feminist fandom’ to describe the messy entanglement of fannish and feminist identities, discourses, and practices.”