"It's not your tumblr": Commentary-style tagging practices in fandom communities

Abstract

Tagging practices on online platforms prioritize descriptive elements that contribute to information discovery. As a secondary tagging practice, commentary tags expand the functionality of online tagging to incorporate creative and expressive elements that initially seem to contribute little to information discovery systems. These tags have gained popularity, particularly within online fan communities and their preferred platforms, such as the social media blogging site Tumblr. Although popularized on Tumblr, commentary-style tags have become a recognizable fandom practice across platforms that host fan communities, including the fan work repository platform Archive of Our Own. Examining fan use of commentary tags provides insight into how such tagging practices could broaden information discovery to incorporate elements of creator expression and deepen user engagement with information resources.