I don't know why I feel like doing this right now, but I'm inspired to create a periodization for the history of Tumblr. For my own credentials, I've been on the site and active since 2009, even though this particular blog only dates to 2015. Also, I'm a real-life academic in a history field, lol, but don't take this too seriously.
Basic periodization:
Prehistoric (Prefandom) Tumblr: 2011 and earlier
Old/Classical Tumblr (or Superwholock Golden Age): 2012-2014
Middle-Period/Medieval Tumblr (transitional period): 2015-2017
Late-Period Tumblr: 2018-present
Explanations under the cut:
Prehistoric Tumblr: Back when it really was known primarily for aesthetic blogs, or there at least was a competition between them and the kinds of Tumblr blogs we think of today. Fandom was still largely concentrated on other websites like LiveJournal, just starting to trickle over. Social Justice Tumblr was here by 2010, but less tied to arguing about media and fandom. Lots of single-subject blogs, often with titles that started with "fuckyeah" or "fuckno," and image-macro memes. Tumblr had a reputation, but not one that's particularly relevant to the one it has today. Most of the famous drama of this time period (e.g. kavitiya, prince-koyangi and the "trans-racial" phenomenon, the Privilege Denying People meme blog) you wouldn't know if you weren't there for it. If you wanted to you could divide this into like a Paleolithic era of 2007-2009, the dominance of aesthetic blogs/art student portfolios, and the Neolithic era of 2010-2011, when you got the famous single-subject blogs like lesbianswholooklikejustinbieber, feminist blogs were gaining a foothold, the first dramas the likes of which could come from no other website, and it was really starting to transition in earnest into...
Old Tumblr/Classical Tumblr: This is the era that made Tumblr's reputation, when fandom migrated here fully, Superwholock and Homestuck and all that shit was at its height, and we had iconic moments in that like the Mishapocalypse. Lots of "Potterheads, grab your wands" and 14-year-olds thinking merely being on Tumblr made them part of a subculture (because it kind of did!) Lots of fandom discourse about media and representation, but way less of it tied to "problematic" shipping; there was still a standard protocol that you left people alone about that shit and didn't "tag your hate." (People argued about shipping, but it was more about how you needed to ship X characters to be a good feminist or LGBTQ ally, less about what you couldn't ship.) Though there's crossover with the previous period for some of them, Tumblr's most infamous (ab)users like Riley, genderbitch, birdlawyer, that one dude with the famous Canada Day gif who was outed as a serial sexual predator, were at their peaks here. You also had actual famous people (especially the Internet-famous) using the site -- like this was when the Green brothers were actually active here, and summoning them was a popular meme for a while. The beginning of the end came with Dashcon (July 2014) and its fallout. Also Gamergate, which happened about a month or two after Dashcon -- which organized the anti-Tumblr backlash, among other things.
Middle-Period or Medieval Tumblr: By this point, Tumblr had acquired its popular Internet reputation as a place where people argued about the feminist ethics of Supernatural omegaverse. The early part of this period especially features a lot of organized backlash from places like 4chan and Reddit, and that backlash took on a more explicitly right-wing political bent. In 2013 you could call someone an "SJW" and have it understood that you weren't against social justice yourself, just one individual being kooky or myopic about it; by 2015, that was no longer the case. Tumblr itself continued to be the primary pitstop on the Internet for fandom, but a lot of it got uglier: this is when the "pro-shipper/anti-shipper" stuff started, for instance, and more people thinking that which fictional characters you like to see kiss was a reason to try to damage your offline life. At the same time, lots of older users stopped focusing as much on fandom exclusively and especially the drama involved in it, so it conversely also became easier to have a healthier relationship with that stuff. The hallmarks of prehistoric Tumblr -- feminist bloggers who'd come over from Jezebel or Feministing, single-subject meme blogs -- were abandoned by this point. Despite that, if anything, Tumblr got more political during this period, especially about real-world politics, with the U.S. 2016 election campaign and its aftermath. (This arguably started in 2013 with the Wendy Davis filibuster, but this period is when it really took off.) Two of Tumblr's most legendary scandals happened during this time: Boneghazi and hivliving, both representative of how Tumblr's overall community composition (former) and fandom norms (latter) had changed. Middle-period Tumblr ends with the porn ban in December 2017. [Edit: it was actually 2018 but w/e. The writing was on the wall and people had started leaving, this still feels like a good place to make that cut-off.]
Late-Period or Modern Tumblr: When Tumblr started cracking down on the female-presenting nipple, a lot of users from the previous eras -- especially fandom-oriented ones -- abruptly left the site for the "greener" pastures of Twitter, Discord, TikTok (eventually), and various flavors-of-the-month like Mastodon and Pillowfort. This made Tumblr a much more insular place. But this was for the best: we stayed in order to chill with our friends and trusted mutuals, and Tumblr became the Cheers of the Internet, the cozy neighborhood bar where everyone knows your name rather than the manic furry rave of past eras. Twitter instead became the place where you could expect drama about the "ableism" of the word "himbo" or figure skating RPF being "aphobic." (Both real examples, btw. The second culprit used to be infamous over here during the Classical Period for nonsense like claiming “humane” was an anti-kinnie slur.) A fascinating trend from this period is the site returning to its roots, with Prehistoric Tumblr fossils coming back to life. You had trolls like crazy-acey and summer 2018 sensation rabidloving that harkened back to the "trans-Korean catboys" of yore, the return of otherkin, the revival of single-subject meme blogs (if more focused on fandom and more reflective of modern-day Internet humor), even Old Tumblr fandoms roaring back with a gay angel being sent to superhell and a car going to heaven. Tumblr also stopped being part of the broader cultural zeitgeist, allowing the people left behind to let it excel at its greatest talent: being extremely weird in a way you'd find nowhere else online.











