On the ladyblogs, adult womanhood is a source of discomfort, and so when we write posts or comments, we tend to call ourselves ladies. We also might be tempted, at slightly braver moments, to call ourselves feminists. Indeed, each ladyblog’s approach appears intended to counter a particular brand of easy misogyny. Women are not mindless consumers, declares Jezebel; women are funny, proclaims The Hairpin.
But the ladyblogs are not feminist simply by virtue of offering women an alternative to traditional female media—feminist blogs are of a different genre, with a specific and explicitly political project. The ladyblogs are fundamentally mainstream general interest outlets, even if a façade of superiority to the mainstream (edginess, quirkiness, knowingness) constitutes part of their appeal. Neither Jezebel or the Hairpin concerns itself with the harder to articulate, more insidious expectations about women’s behavior. Neither knows how to write for and about women without almost embarrassing itself in its eagerness to please. Jezebel is too painstakingly inoffensive to hurt anyone’s feelings. The Hairpin is too charmingly self-effacing to take itself seriously, too tirelessly entertaining to ever bore a visitor. They bake pies with low-hanging fruit: they are helpful, agreeable, relatable, and above all likable.
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