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Tumblr as a methodological tool for data archiving: The case of a Calzona Tumblr

This case study of a Tumblr created to study the impact of a specific episode of Grey's Anatomy (2005–) on the fandom of a particular romantic pairing shows how ethnoresearchers—that is, researchers embedded into the community they are studying—can use the functionality of this microblogging platform to organize and archive their research.