- Joined
- Aug 31, 2023
The Tumblr Files
I: Steven Universe
II: Tumblrcore & the Wii U-Chew
III: Undertale
IV: [WIP]
Welcome to The Tumblr Files, a series of gigapost truth bombs where I’ve taken it upon myself to document the media and people that, for lack of a better term, destroyed the Internet in the mid-2010s and were responsible for transforming it into what it is today. The road will be long and grueling, but I hope by the end of all this you will see what I see and fully understand the context behind what many have dubbed "[current year] Clown World."
Let’s start with Steven Universe. You may have heard of it.
REBECCA SUGARI: Steven Universe
II: Tumblrcore & the Wii U-Chew
III: Undertale
IV: [WIP]
Welcome to The Tumblr Files, a series of gigapost truth bombs where I’ve taken it upon myself to document the media and people that, for lack of a better term, destroyed the Internet in the mid-2010s and were responsible for transforming it into what it is today. The road will be long and grueling, but I hope by the end of all this you will see what I see and fully understand the context behind what many have dubbed "[current year] Clown World."
Let’s start with Steven Universe. You may have heard of it.
As stated before, CN was riding high during the early 2010s, having made bank off their two “kings”, Adventure Time and Regular Show. While Pendleton Ward, J.G. Quintel, and Alex Hirsch (Gravity Falls) went to CalArts, it turns out Rebecca Sugar did not. Instead, she attended the School of Visual Arts in NY (SVA). Does that mean she wasn’t a nepotism hire? Not exactly. She is still technically a nepotism hire, and it was through another name some of you might be familiar with: Ian Jones Quartey.
Since Ian J already worked at CN on shows like Venture Bros., he might have been responsible for Rebecca Sugar getting her job there, as the two knew each other as far back as 2006 when they both attended SVA. He also worked on Rebecca’s thesis film, Singles, and lent his voice to it. Ian Jones-Quartey was also a Something Awful goon, and he did flash animations in the late 2000s. This is also the origin point of the Shmorky connection, as according to Amanda Mullen (Shmorky's Ex), Shmorky and Ian J went to High School together. It’s more likely that Ian J got Rebecca into CN than Pendleton Ward as EZ PZ’s video claims.
According to a Wordpress interview with Sugar, she also states that the lead character artist for Adventure Time was already familiar with her comics (hopefully not the smut) as well as her animations, presumably thanks to Quartey referring her to him.
Back to the topic at hand, in 2012, when CN’s numbers were at a 20-year high, they announced that two series had been picked up by the network and set for debut in 2013: Uncle Grandpa and Steven Universe. Both series’ respective pilots were the result of, according to the CartoonBrew article, “conceived as part of the shorts development initiative underway at Cartoon Network Studios in Burbank, CA.”
In the case of Uncle Grandpa, this is referring to The Cartoonstitute, a What-a-Cartoon style project meant to find new talent to make shows. It was through this initiative that we also got Regular Show. Steven Universe’s pilot aired as part of a separate initiative, the generically named “Cartoon Network Shorts Department.” It’s also where Lakewood Plaza Turbo/O.K. K.O. and We Bare Bears debuted. Make of that what you will. After the pilot/short premiered, the show got picked up with little issue. I imagine Rebecca’s work on AT definitely helped with that.
"THE FIRST CARTOON NETWORK SHOW CREATED BY A WOMAN"
And now it’s time to address one of the elephants in the room: Where did all this virtue signaling about Sugar being “CN’s first female creator” come from? That would be this CartoonBrew article. A lot more virtue signaling articles came out closer to the show’s premiere, but the article that gave Rebecca Sugar her oh-so-important title came from CartoonBrew (In case you forgot, they’re the same website that’s indirectly responsible for My Little Pony becoming as popular as it did thanks to that scathing article that came out around the same time that show did). More specifically, the first few articles I found about Sugar, be it the article about her cartoon porn from 2007, to her exploits in College, came from Amid Amidi, Cartoon Brew's Publisher and Editor-at-large. I just find it funny that in the linked article, he links to other articles he did on Rebecca Sugar without a hint of irony, and someone was gonna inevitably stumble upon the one where he writes about Sugar’s smut sketches. Oops!
What’s funny is that in addition to the major hand Lauren Faust has had in many CN classics, Rebecca isn’t technically the first female showrunner/creator at CN. That honor goes to Julie McNally Cahill, co-creator of My Gym Partner’s a Monkey. In addition, the CartoonBrew article that virtue signaled about Sugar actually had to state she was the first SOLO showrunner. But alas, the rest of the media took that title and ran with it despite that clarification.
Amid also states, “Sugar is also among the new generation of creators who established a reputation online before attracting the attention of the animation industry… …It’s a turning point in animation culture—artists no longer need the reach of a network to establish a fanbase, and further, networks now mostly react to trending artists instead of launch new careers.” Keep in mind, Sugar didn’t get this attention from Tumblr like EZ claims, but instead other sites like LiveJournal. (Considering I’ve heard a few times through the grapevine that a lot of LiveJournal’s userbase went to Tumblr, this helps further solidify that.) However, I firmly believe that the things that got Rebecca her job were A) her coverage on CartoonBrew, courtesy of Amid Amidi, and her existing connections to the industry through her college bud, Ian J.
Also, while going through the comments on CartoonBrew articles, I found a familiar face:
REBECCA’S AGENDA
Much to my surprise, early on, Rebecca wasn't overtly upfront about any sort of agenda in early interviews regarding the show. You look at her style, and you can tell she was a hardcore fujo when she was younger, drawing cartoon child porn and all. In fact, you could argue the “fascination” with doing stuff with cartoon boys never truly went away given some of the things Steven does in certain episodes. However, when it came to promoting the show early on, early interviews focused more on her being “CN’s first female creator”. When asked about it in an interview, she simply replied with “Uh…there’s so much going on, it’s hard to think about it.” If anything, she was more anxious about the fact that she wasn’t from California/Cal-Arts.
While Rebecca Sugar came out as bisexual in 2016, she seemed adamant to not really say anything about queer themes in her show both pre-release, and over the course of season 1. No questions about it ever came up, nor could I find any articles hinting at it or virtue signaling about it before the season ended. At the same time, the entire main story of Steven, from the beginning all the way to Change Your Mind, was finalized pretty early on, so the inclusion of gay stuff like Garnet’s fusion was in the crew’s mind early on. Back when the show was still being drafted, in 2012/early 2013, the most attention anything gay-pandering got was Gone Home, the infamous 2013 walking simulator released on Steam to rave (and totally not biased) reviews from game journos.
If anything, given she did fujo art in College, I can’t help but wonder if her need to shove gay stuff into her show might mean she’s trying to accommodate for something, like a situation not to dissimilar to troll’s remorse. She went from drawing gay porn to lesbians in her show. Maybe it wouldn’t be a stretch to say that her push for queer representation in cartoons may or may not have been a result of her trying to appeal more to the progressives in California. After all, she allegedly used to be a /co/mrade according to the Wordpress Interview.
On the other hand, Amanda claims that both Rebecca and Shmorky got real excited over the prospects of making gay cartoons for kids (and specifically kids) back when Amanda and Shmorky were still together. Amanda even claims Shmorky and Rebecca’s relations go as far back as the “EEE Yaoi” days, and that she wanted to collab with Shmorky on a show someday. Given the 3ish year window between Steven Universe premiering and Shmorky being outted for being a “diaper boy”, I’m actually surprised nothing came of that, or that Shmorky was even credited on anything Rebecca or Ian J worked on.
In a later interview conducted in 2018, Rebecca said, and I quote: “I think one of the reasons that I love making a television show for children is that I do believe that hate is taught, and that it’s not something that is necessarily instinctual for kids. I like speaking directly to children because there are a lot of things they may not have learned to be upset or confused by yet.” I dunno about you, but that sounds pretty Marxist.
When asked about LGBT representation in the Wordpress interview, Rebecca said, “What I love about writing for this show is that we can tackle very sensitive issues through fantasy… …And I want that to be available to people that haven’t had it before. The weird fun cartoon doesn’t stop to talk about this, it just is this, in the safe space of fantasy. It’s very important to me that this show makes people feel represented. I want everyone to have a cartoon fantasy they can relate to!”
In an interview with the magazine Paper, Rebecca lined out a few of the reasons she had for including LGBT representation in her show. For one, she wanted to include fusion and Ruby & Sapphire’s relationship as a means to mirror her interracial relationship with Ian J, and the bigotry™ they received as a result. Originally, CN didn’t want Rebecca didn’t he team to go through with it, but Rebecca recalled, “At that point Garnet was so established that audiences could instantly understand what the relationship was, [Stronger Than You] had already been written, [Jailbreak] had already been boarded so we were already in full production.” The show being pulled from certain international markets (if you know, you know) was also a major factor as to why corporate was hesitant.
STEVEN UNIVERSE & TUMBLR
Ok, cool, but what does this have to do with Tumblr? Glad you asked. For starters, Rebecca Sugar started using Tumblr in May of 2011. She, along with Ian, posted their art onto the site on a semi-regular basis, despite both being employed by CN and working in the industry by this point. Around the same time, Tumblr was gearing up to be the home of fandom content for the next half-decade. When asked about her and Ian’s careers being boosted by Tumblr, Rebecca explained that she used to do fanfics and roleplay when she was younger, and how the Internet expanding in the years since made that far more accessible.
Now, when Steven Universe first came onto the scene, Internet feminism was on the rise. It has its roots on sites like Livejournal, but in the early 2010s onward Tumblr would be the go-to site for feminism going forward. In May 2013, a study was conducted that showed that Tumblr’s gender demographics showed an even male-female split, compared to male-dominated sites like 4Chan or even on-the-rise social platforms like Twitter and Reddit. It was thanks to this far greater presence of women that Tumblr has no shortage of content that appealed more to female sensibilities. And I’m not just talking about how art quirks like the infamous “red nose” started on this site.
TUMBLR’S TASTES (Circa the early 2010s)
Women on Tumblr loved Pumpkin-spiced anything, pastel colors, being hipsters, acoustic guitar music, feminine aesthetics, popular pop stars of the day like Taylor Swift and Nicki Manaj, and most important to our conversation: female characters and #GIRLPOWAH. For example, around the same time in the early 2010s, Disney was making a comeback with their in-house animated films after Pixar and Dreamworks did donuts around them in the 2000s. Their first break-out hit movie in years, Tangled, wasn’t just popular with general audiences, but specifically with the rising demographic of quirky teenage girls.
Characters like Rapunzel, or later on Anna and Elsa from Frozen created a whole new “aesthetic” for this audience to latch onto, and thus Tumblr would grow uber-attached to any quirky female character with a touch of feminism that appeared in the major animated movies of the day. Aesthetic edits of these characters flooded the site, with dedicated blogs being a dime-a-dozen.
One particular thing I’ve noticed about girls on the Internet is that they love to be goofy and quirky. As in they often follow the character templates set by characters like Rapunzel or Anna, for example. Your average Tumblr user would spend a lot of time trying to make political statements about women needing to break out of their proverbial gender roles and “be better” than men. The movies they got attached to tended to feature female characters in the very roles they wanted, and thus emboldened the userbase. One such example is Pixar’s Brave. You have Merida, who when you think about it was one of the earliest popular examples of the “feminist female protag with a bow” archetype, having an entire character arc about rebelling against her parents’ wishes and helping her own mother to live a bit more.
An entire crossover fandom was even created around these new-age animated films in the form of Rise of the Brave Tangled Dragons. Users would create GIF sets of scenes from the movies as if they were all connected in some way or ship the main characters together. It eventually got so popular on the site that a group of trolls would create their own ironic crossover fandom in response. You may have heard of it:
Tumblr’s craving for characters and media with feminism in mind is what would lead them to latch so hard onto Steven Universe ASAP. I mean, you couldn’t go wrong with a lead trio of “strong female characters” in the form of the Crystal Gems, and the show being made by “CN’s first woman show creator”. Take for example this slide show by Tumblr user yiffmebabyonemoretime:
(Small correction: According to rating reports from around this time, the first episodes of Steven actually did better than the new episodes of Uncle Grandpa that aired around this time. (1.86 mil viewers vs. 1.59 mil))
Tumblr latched onto Steven Universe very quickly. After all, this was pretty much a show tailor-made for them, given the new age of feminism that would be ushered in by this show and other media like the aforementioned female-lead movies in theaters and games like Gone Home. The show’s sense of humor also perfectly lined up with Tumblr’s sense of humor. Like, in every episode, you’d always have one of the characters making a funny face or doing a funny gag, and immediately that face would be shared all over Tumblr the next day with “#mood.”
Despite how much Tumblr was hyping the show up, how was the show actually doing, ratings-wise? Well, taking into account all the episodes of AT, RS, and Steven that aired throughout 2014, The show did in fact have lower ratings compared to the other two throughout most of the first half of the year, the ratings would slowly pick up during the back-half of the year, especially so with the episode duology “Mirror Gem” and “Ocean Gem.”
Graph of views per episode throughout 2014:
STEVEN CREWNIVERSE
One such way in which Tumblr and Steven Universe were further connected was through the Steven Crewniverse Tumblr blog. This show (and a few others) marked the beginning of when animators and artists working on major shows were given the freedom to post behind-the-scenes work and backgrounds on social media to help further increase awareness and engagement. As a way to help deepen the bonds between Tumblr’s users and artists and the ones who work jobs in the industry. After all, what better thing to reblog on your feminist art site than the backgrounds, storyboards, or internally made promo art of your favorite feminist cartoon? It basically doubled as a way for the people working on the show to say “see, we’re just like you!” in a more close-to-home way compared to Denny’s making a bunch of wacky memes to advertise their restaurants.
Now, the 1st season of Steven is quite different from the show it would become in 2015. It functioned as both a “monster of the week” show where Steven and the Gems would fight monsters or overcome obstacles, and then there were episodes involving Steven’s life with the locals in Beach City. Sometimes the two would crossover, but this format is what the show would stick to throughout most of the 1st season. And then 2015 happened.
EARLY 2015
The first episode of the series that aired in 2015 was “Warp Tour.” Up until this point, all the series had done with gem lore involved the main Crystal Gems, Rose Quartz, and then introducing Lapis Lazuli in Mirror/Ocean Gem. Other than that, as stated before, Steven Universe was focused on fighting monsters or Steven’s relationship with the townsfolk. This formula even ran for an awfully long time for a cartoon show, too. However, this episode marked the point where I feel the show we know as “Steven Universe” truly began.
Warp Tour marked the debut of Peridot, a gem who came from the Gems’ homeworld. Right away, seeing a proper humanoid gem aside from the Crystal Gems or Lapis made Peridot highly notable amongst the fandom, and she became a hit right away. People made memes about her being a Mountain Dew-flavored Dorito (this was during the era of MLG parodies), made the most out of her more dweeby, nerdy personality shown in “Marble Madness”, and her notoriety would only increase further with each episode she appeared in.
Other notable episodes from around this time include On the Run, where Steven and Amethyst head to a canyon with a ton of dug-out holes so Amethyst could show Steven where she was born and act like the average quirky fat high-school girl she is, and Alone Together, which looking back on it, I’m surprised CN/Sugar never got any child porn accusations thrown at them. I mean, Gem fusion is meant to be an allegory for sex, right? So, would that make “fusion” between Steven and Connie, who are children, unethical?
THE RERUN REMOVAL
On January 19th, 2015, the site Nickandmore! (which for some reason is excluded from the WaybackMachine) reported that Cartoon Network had removed Steven Universe reruns from its schedule. Despite ratings for the show starting to pick up and stabilize around the end of 2014, the removal of reruns perhaps gave off the impression that CN didn’t feel the show was living up to the high expectations set by AT and RS. And boy, did Tumblr go into panic mode:
To play devil’s advocate for a moment, the number of episodes the first season SU had was particularly high, even for a show from its era: 53 episodes. Around the same time, the 5th season of Adventure Time had 52 episodes, while the 4th and 5th seasons of Regular Show had around 37 episodes. For a show like Steven to have just started out and having a season with that many episodes seemed like a huge gamble for CN.
However, I have a small crackpot theory: 53 episodes is awfully close to the “52-Episode rule.” For those who aren’t in the know, back in the day, a lot of cartoons were forced to end at 52 episodes. This was so the networks could re-run one episode a week for a full year, which also helped with syndication. There’s a possibility that CN was initially willing to give Steven only one season of 52 episodes and then pull the plug after that. However, as early as July of 2014, the series had been picked up for a 2nd season, which started airing immediately after season 1 ended.
THE STEVENBOMB
But the biggest, most important part of both the StevenBomb and our story comes in the form of…
THE RETURN & JAILBREAK
In this episode, Peridot has decided to come over to Earth after finding out about Steven and the Crystal Gems. As a result, the entirety of Beach City had to evacuate while the Crystal Gems would handle the situation themselves. After Steven whines to his dad about not being able to help, he manages to make his way back to the beach in time to help the trio. Not only did Lime Dorito arrive in a hand-shaped ship that shoots lasers from its fingers (The Smash Bros. memers on Tumblr had fun with that one), but Peridot also brought with her a hulking gem called Jasper, who had beef with Rose Quartz back in the day.
After Jasper knocks the Crystal Gems out and takes them aboard the ship back to Homeworld, Steven wakes up to find two previously unseen gems, a small red gem called Ruby and a blue gem in a dress called Sapphire. Steven gets the two to reunite, and it turns out the two are madly in love™ with each other, it is revealed that Garnet is actually the fusion of both Ruby and Sapphire, and then she takes on Jasper while breaking out into song. You know, typical SU fare.
This, right here, was the breaking point. Tumblr loved this show already, with its strong female characters™, female creator, female-appealing aesthetics, memey faces, “waifus”, quirky humor, dreamy backgrounds and music, but this? Having a legit lesbian couple on-screen in a major kids cartoon made Tumblr act like they just witnessed Neil Armstrong land on the friccin moon. If it hadn’t been already, this cemented Steven Universe as the cartoon for the terminally online Tumblr generation.
This was the point where people who weren’t previously aware of the show outside of its dedicated fanbase were made aware of it en masse. People on Twitter, YouTube, YouChew, people in fighting game circles like Lythero or the Best Friends, people were begging mashup and music remix creators like Triple-Q to remix Garnet’s song, Stronger Than You. Tumblr wanted the WORLD to know about Steven Universe, and that it was THEIR show.
Rebecca and the crew eating a Hand-Ship-themed cake to celebrate the premiere of Jailbreak
These people wanted their gay space rocks, and by God CN would give it to them. To quote Rebecca, “The show survived in a large part because of the support from fans… The way [the team] put their mental health on the line to tell stories that were personal to them. It seems absurd to think that [in 2015/16], that a person's job, their ability to make cartoons, could hinge on their sexual orientation, it's profoundly unfair and ridiculous but true. That really needs to shift and is still in the process of shifting.”
It’s even possible that the influence brought upon by Steven Universe had a hand in the court ruling of Obergefell v. Hodges (the gay marriage legalization), but that’s a rabbit hole best left for the experts.
STEVEN UNIVERSE EDITS
Arguably one of the greatest retaliations towards the ironfisted takeover that Steven Universe & Tumblr were bringing upon the Internet was a little Tumblr account someone on /b/ created. The goal was simple, find official Steven Universe material or fanart, and recolor it to make the characters white/Caucasian or thin, the very things Tumblr hated everything else for having. The meltdowns caused by this account and its material are nothing short of legendary. To add insult to injury, /b/ even fooled Tumblr into thinking the account was run by a black transwoman, and they all backpedaled as a result.
EFFECTS ON OTHER CARTOONS
From 2016 onward, it wasn’t just Steven Universe that would be hailed as a beacon of queer representation™, but eventually Cartoon Network as a whole. A gold rush began to shove gay stuff into nearly every major new show that aired. What also didn’t help is that a lot of the people who worked on Steven Universe and Adventure Time got to make shows themselves, and thus despite trying to make something new and distinct from it, still made shows with a “Steven Universe” progressive mindset, such as Craig of the Creek.
Meanwhile, on Nick and Disney, eventually they had to cave to the progressives that were emboldened by Steven and keep up by inserting gay stuff into their own shows. Being progressive in general became the overarching theme across a lot of these millennial/Cal-arts hire-made shows, and nearly all of them shared a similar style: thin lines, simplified character designs, lighter/pastel colors, progressive fashion, and so on.
Eventually, avid animation fans would catch onto this and call it out for what it is: The Cal-Arts style. This would reach a boiling point when CN and WB Animation announced the newest incarnation of the Thundercats franchise: Thundercats Roar! And Crunchyroll announced their own original show, High Guardian Spice, led by, try to act surprised, a bunch of feminist anime fans.
What’s especially notable is that HGS was being financed by WiA: Women in Animation, arguably the animation-equivalent to the consulting groups that the gaming community would become obsessed with years later like Sweet Baby Inc.
It’s pretty clear that the LGBTQIAPEDO community’s tendency to latch so hard on anything that features gay content or gay representation started with Steven. And in all honesty, in the years since it’s become pretty absurd. In the time since, people have taken heavy notice of how the Steven Universe generation has affected many media and IP with their own distinct stench.
And we have this very show to thank for that. To quote She-Ra reboot creator Noelle Stevenson, “...we began production towards the beginning of 2016 so honestly, even the conversations that we were having at the beginning of our plans for including queer characters and relationships was only possible because Steven Universe had done it first. We can point to Steven Universe… …and be like "look this is working, this is getting support, fans are into this and it's getting this reaction.
I do think having the wedding episodes are really important. Having it be very recognizable even to viewers who aren't queer, here are two people getting married in this way. That matters because kids can be like "oh I could marry a girl. I could fall in love and get married just like anyone else." The importance of that is so huge."
The full interview can be found here: https://www.papermag.com/rebecca-sugar-noelle-stevenson#rebelltitem28. While writing this I found that this Interview in particular was crammed with so much that that writing about all of it would lead to me falling down yet another massive rabbit hole, and I don’t have the time for that.
At the end of the day, despite how much has changed in the cartoon industry over the past 8 years, it’s always important to remember the context of where this all came from and keep in mind going forward when it comes to finding ways to undo it. Considering years later CN’s parent company would be merged with Discovery and taken over by David Zaslav, it was only a matter of time before Zaslav would make major cuts towards CN, closing down their Burbank animation studio and laying off employees.
In spite of the animation community pointing the fingers at big business as the reason their industry’s seen a rapid decline in the past few years, it feels like a lot of it was avoidable. For one, bringing on new talent with fresh ideas like what they did with the shows of the early 2010s would’ve been a great place to start instead of only letting people from the Adventure Time generation make shows.
And in reality, all these people had to do was admit the very thing they don’t want to, but is clear as day to pretty much everyone else:
If you thought this was crazy, buckle up, because we’re only a 4th of the way done with this saga. If you have anything you feel should be added to this thread, let me know.
Sources:
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https://twitter.com/MattMcMuscles/status/616070557579235328 (Archive)
https://www.autostraddle.com/steven...ance-of-all-ages-queer-representation-281482/ (Archive)
https://www.awn.com/news/cartoon-network-orders-new-seasons-five-animated-series (Archive)
https://www.youtube.com/watch?v=cYx-J-dof58
https://www.youtube.com/watch?v=oHkd2QERNy8
https://www.youtube.com/watch?v=wlzl0gUdb3I
https://www.youtube.com/watch?v=4f65PkP6-J8
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