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Gen Z’s hunger for 2010s nostalgia is giving Tumblr a new lease of life


When tech billionaire Elon Musk made a deal to acquire Twitter in April 2022, many Twitter users threatened to shut down their accounts and migrate elsewhere online. Tumblr – a microblogging platform launched in 2007 and long known as a laboratory for social justice causes and burgeoning fan cultures – became one contender. However, many Twitter users proposing a migration to Tumblr seemed to be those who had abandoned the site only a few years prior. In 2018, Tumblr content deemed sexually explicit – or NSFW – was banned. The controversial policy led to a mass exodus from the site,…

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