The old days of passive media consumption are dead and gone. It just doesn’t work anymore. We feel these restrictions that media companies are putting on us and we find any way possible to shake them off. “If old consumers were assumed to be passive, the new consumer is active.” Henry Jenkins (2004)
Tumblr “allows” users freedom. I use the quotations because really the audience is who ultimately decides. Tumblr has implemented changes in the past that have come under quick and sharp attack. And with “…new consumers showing a declining loyalty to networks or even media.” (Henry Jenkins 2004) online platforms cannot mess around, especially on Tumblr. It’s a blogging site at it’s core that acts as social networking. The users don’t want changes to the formula that aren’t user made. You can make a new type of gif set but hey, if you change the like button we’re all in trouble.
Users having all the control can have downsides of course. People are prone to latch onto causes that are popular even if they may not even know what they are talking about. Recently the Colbert Report came under fire for seemingly racist remarks, at which point someone started the hashtag #CancelColbert. The internet finally came to it’s senses though upon the realization that the remarks were a reference to a joke made on the show.
This power means that we as consumers and prosumers have to be responsible, not just us as individuals but the internet as a collective.
Tumblr is a ‘land of opportunity’ that allows brands to be creative, says its global head of brand partnerships, Lee Brown | The Drum. [ONLINE] Available at:http://www.thedrum.com/news/2014/03/30/tumblr-land-opportunity-allowing-brands-be-creative-says-its-global-head-brand. [Accessed 03 April 2014].
Stephen Colbert Destroys His Show’s Twitter Account After Controversy – Scandals & Feuds, The Colbert Report, TV News, Stephen Colbert : People.com. [ONLINE] Available at:http://www.people.com/people/article/0,,20802223,00.html. [Accessed 03 April 2014].
Tumblr users petition against adult content crackdown | The Daily Dot. [ONLINE] Available at: http://www.dailydot.com/lifestyle/tumblr-petition-adult-content-tag-ban/. [Accessed 03 April 2014].
Tumblr members calling for silent protest | The Daily Dot. [ONLINE] Available at:http://www.dailydot.com/news/tumblr-members-silent-protest/. [Accessed 03 April 2014].