“The concept of social identity seems to address the fascination of Tumblr that’s not happening with the other social networks. People are sharing these extensions through a different prism. Instead of creating multiple-identities, it appears as if Tumblr fosters both our voyeuristic tendencies (looking in on someone’s Tumble posts) and our expressionist ones (exhibiting your personality via what you decide to share, be it video, audio, text, links, thoughts, or whatever), allowing users to represent themselves in a more complete and dynamic way. Tumblr is positioned to be the antithesis of Twitter and Facebook because it’s a platform for the cross-section of the open digital generation, one that believes in watching and exhibiting. And cats.”

— Josh Sternberg