I completely agree with you. The fact that it is a written analysis emphasizes the "gif/jif" conflict, since while reading it, people might not be sure of how to pronounce it and realize that it actually is pretty confusing.
As for the "predominantly female audience," on the paper it was an assumption. But after researching, I found that it is true: around 60% of Tumblr users are females.
You are absolutely right about the struggles for power. I initially considered it more like a friendly creation of terms, but power is definitely a much better explanation. After all, different "ships" fight for power, just like different sides want a certain pronunciation of "gif" to be established as the right one. Meanwhile, "thinspo" and "fitspo" supporters fight against those who dissaprove of these practices. So it really is all just a struggle for power among groups.
I really appreciate your comments and your appraisal for a completely unfamiliar topic. Thank you for both, your initial comments in person and your final ones through Turnitin.
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