Goncharov and Collaborative Storytelling : How Tumblr Invented a Fake Martin Scorsese Movie

Abstract: Online fandoms are capable of various feats; from influencing the TV shows they watch to funding half-baked convention scams, Tumblr fandoms in particular are infamous across the internet. Their chaotic and intense nature simultaneously leads to intense bouts of creative activity, pumping hundreds of thousands of fan works into the Tumblr ecosystem every year. In November of 2022, the Tumblr community collectively invented a fake Martin Scorsese movie named Goncharov, creating massing amounts of fanart, fanfiction, memes, and posts for a “lost piece of media” that never actually existed. While existing studies have focused on the construction of identity through Tumblr fan communities, or the experiences of LGBTQ social media users on Tumblr, there is little to no research on individual fandom events that affect Tumblr as an entire community. In turn, this study aims to answer the following questions: 1) “How did Goncharov fans collaboratively tell and maintain a cohesive story through the production of transmedia Tumblr posts?” 296 transmedia posts produced by the Goncharov fandom were analyzed by a framework developed around an adapted approach to Critical Discourse Analysis (CDA). Additional theories were incorporated into later analysis, including discussion of transmedial storyworlds, narrative transportation, and collaborative storytelling. The results suggested that the Goncharov fandom was more committed to providing context about its invented nature, rather than committing to a strong sense of immersion. Furthermore, its posts resulted in cases of accidental narrative transportation while simultaneously lacking character and story consistency.