Читать книгу Tumblr - Tama Leaver, Crystal Abidin - Страница 21

The only thing that does not automatically travel with a reblog are prior “hashtags” (usually called just “tags” on tumblr). Hashtags are user-generated, but machine-readable descriptive labels, which make content searchable, injecting it into the platform’s attention flows (see Chapter 3). But hashtags also have metacommunicative (Zappavigna 2018) and social functions, which allow people to gather around issues or affect (Papacharissi 2015; Rambukkana 2015). Special characters and spaces in hashtags are typically not allowed on other platforms. tumblr, however, has always allowed spaces and all non-comma punctuation marks within hashtags. This means that, on tumblr, a tag might be, and often is, an entire sentence. tumblr tags are thus uniquely multifunctional; they are used for self-reflexive, or emotional “behind the scenes” commentary, for making explicit LGBTQIA identity statements (Oakley 2016), for respectfully commenting on a popular post without cluttering it (Bourlai 2018), for avoiding conflict by making pre-emptive apologies (Neill Hoch 2018). Of course, as elsewhere on social media, there are plenty of keyword tags on tumblr (see Chapter 7 on mental health tags). These allow searchability, archiving, and filtering, as well as locating shared interests (Bourlai 2018; Mondin 2017).