“Tumblr is dominated by America:” a study of linguistic and cultural differences in Tumblr transnational fandom

ABSTRACT This paper focuses on the American-centric, English-language dominance of Tumblr. It reviews current research on Tumblr culture, transcultural fandom, and linguistic differences in fandom to analyze the ways international fans engage and disengage with U.S.-centric Tumblr and fandom. Through the analysis of 19 interviews to members of a transnational Tumblr anime fandom, the paper addresses their perception and understanding of the platform’s cultural biases as an American corporate owned, English language dominated social network site. The paper then explores the international fans’ motivations to join their English-language Tumblr fandom. It highlights the double nature of their Tumblr transnational fandom as an American-centric but global space in virtue of the use of English as lingua franca. It then analyzes the fans’ engagement and disengagement strategies with different branches of their fandom through the use of different languages and platforms.