Speaking Tumblr : A Case Study of Textual Communication on Social Media

Abstract: This essay describes a case study of textual communication on the online social mediaplatform Tumblr. The aim of the research was to analyse the communicative functions and thestylistic, sociolinguistic, and pragmatic characteristics of textual discourse on Tumblr. Usingdata gathered on Tumblr, this essay analyses discursive aspects such as function, style, andpragmatics, relating the findings to literature on topics including relevance theory and theoriesof computer-mediated communication and cyberpragmatics. The research found thatdiscourse on Tumblr is largely phatic in nature, with an overwhelming focus on the discussionof shared interests. Such discussion on Tumblr appears to heavily depend on sharedbackground knowledge, which works as a barrier of in-group discursive solidarity andprovides and furthers feelings of connectedness. This study further found that alternative useof style and grammar on Tumblr appears to be largely uniform, suggesting that divergencesfrom standard norms are a way of displaying membership of a group and obtaining covertprestige, rather than a display of linguistic innovation.