(I am sad to hear that Soraya passed away last month. During her research for this article, I enjoyed discussing the technical details that created these spaces and how our collective work facilitated everything that came afterward, or didn’t. I know Soraya was hanging a lot of her career on this article and felt it was poorly handled at the time, speculating it was because the voices most implicated by the research now manage the levers of publishing.)
Knowing Google has the juice for search, including all the missing bits deprecated over time, I asked it what technical and social lessons were learned, assuming Gemini could treat that work like a portfolio and provide a business analysis with the full benefits of hindsight.
Per Gemini, links added by me:
Looking back at the mid-2000s, the feminist blogosphere achieved extraordinary cultural breakthroughs, but it also operated with distinct technical and social failings and prejudices. By treating cyberspace as a purely ethereal or detached realm, bloggers unintentionally reproduced offline power dynamics, a phenomenon known as the “digital twinning” of cyberspace.
Viewed through a critical, retrospective lens, four major areas show where different choices around technology, institutional strategy, and social solidarity could have altered digital feminism’s trajectory.
1. Technical: platforms are not neutral
The early blogosphere largely treated technical tools (like WordPress, Blogspot, Google Search, and ad networks) as neutral pipes rather than profit-driven entities with embedded incentives. Bloggers built incredible social capital on free or cheap third-party services without owning the underlying code or digital infrastructure. When Web 2.0 shifted toward algorithmic feeds and centralized social media (Twitter, Facebook), bloggers willingly migrated their engagement to those platforms to chase larger audiences.
Protocol-Level Investment: Instead of relying on proprietary platforms, the cohort could have invested in building and maintaining independent digital commons, including federated software, cooperative hosting collectives and shared digital archives owned directly by the movement.
Data Sovereignty: Early writers rarely anticipated how their essays, comment sections and personal narratives would be scraped, monetized, and eventually used as training data for commercial algorithms and search engines. Establishing strict open-source licensing (such as Copyleft or peer-production licenses) and sovereign archiving practices could have protected intellectual labor from platform extraction.
Many of the highest-profile blogs were anchored by white, college-educated, urban writers who inadvertently treated their lived experiences as the “default” feminist lens. Marginalized writers, particularly Black, Indigenous, AAPI, disabled, and trans writers, frequently had to demand inclusion, fight for citation, or build separate spaces (Racialicious, Crunk Feminist Collective, Reappropriate, FWD/Disabled Feminists) to address the dominant blogs’ weak spots.
Resource and Power Redistribution: Rather than treating traffic and ad revenue as individual metric wins, major sites could have operated as resource-redistribution networks—directly funding, platforming, and sharing domain authority with writers from marginalized backgrounds from the outset. This is what Feministe.us aimed to do with our rotating lineup of guests, with mixed results.
Rethinking “public” vulnerability: The blogosphere heavily rewarded raw, highly personal exposure (“confessional blogging”). However, this cost was asymmetric: white, middle-class bloggers often parlayed personal exposure into book deals, while marginalized bloggers faced severe offline economic risk, doxxing and targeted harassment for sharing the same level of personal detail. Many of us also needed to earn a paycheck with benefits. Depending on your demographics, angles and timing, writing opportunities were limited, and only a small fraction of the talent generated in the collective saw durable career impacts. A more intentional approach would have prioritized pseudonyms, pen names, shared authorship, and safety-first rhetoric.
3. The siren song of individual upward mobility
The most consequential structural shift was how the blogosphere interacted with traditional media and corporate capital. As more corporate outlets (Jezebel, HuffPost, The Guardian) realized feminist commentary drove clicks, they offered individual bloggers lucrative staff jobs, book deals and column spaces. This transformed a collective political movement into a pipeline for individual career advancement. As top talent moved into legacy media, independent blogs lost the labor needed to sustain them.
Building cooperative media outlets: Instead of individual writers accepting staff roles at corporate outlets, the cohort could have formed reader-owned media cooperatives (similar to worker-owned publishing models today). This would have allowed writers to earn a sustainable living while keeping their intellectual output in a community-controlled space.
Resisting algorithmic speed: Legacy media required bloggers to output somewhere between 3-10 quick, hot-take posts per day to satisfy ad-driven impression quotas. Resisting this pressure in favor of slower, deeper, “thick” theory would have preserved the intellectual rigor of the spaces instead of reducing feminism to consumable digital commentary.
4. Politics: Hesitancy to be the “fly in the ointment”
Beyond technical tools and corporate pipelines, there was a profound rhetorical hesitation within many of the era’s flagship blogs to comfortably occupy the role of the “fly in the ointment,” the deliberate, disruptive presence that insists on disrupting false consensus to center genuinely aggrieved interests.
Because major blogs faced constant, bad-faith attacks from right-wing media and anti-feminists, an implicit pressure emerged to project a unified “united front.” This often created an environment where internal dissent, particularly from disabled, working-class, trans, or non-white women pointing out the movement’s ongoing failures, was framed as unhelpful infighting or a distraction from the broader political battle. The push for a polished, accessible and broadly appealing “Feminism 101” frequently smoothed over the jagged edges of critique.
Sanctifying disruption as methodology: The blogosphere could have explicitly framed the “fly in the ointment” not as a threat to solidarity, but as the primary engine of accountability. Rather than managing or policing internal conflict to maintain a clean editorial brand, blogs could have deliberately designed their platforms to hold open space for radical and uncomfortable grievances within the plurality of feminist thought.
Protecting uncommodifiable voices: Corporate platforms favor palatable, easily shareable commentary by design. By shying away from deeply uncomfortable, non-mainstream grievances, the blogosphere left a vacuum filled with endless explainers. A more resilient model would have actively protected and amplified the most uncompromising, “unmarketable” voices, including those whose positions could not be sanitized for an ad sponsor or a cable news segment.
By failing to fully institutionalize the “fly in the ointment” as an essential, protected role within digital spaces, the early blogosphere left itself vulnerable to the corporate absorption that eventually dismantled it. When mainstream media stepped in, it easily plucked away the polished, palatable commentary while abandoning the uncomfortable, dissenting labor that keeps a political movement expansive and honest.
This first-person essay from The Baffler is circulating in writerly crowds this week. It’s a ripper and a must-read, enough to convert me to a print subscriber.
I found out about a hyperlocal newsletter in my neighborhood and had to share. The Monroe Street Tattler offers print delivery and email distribution, and reports only on the hard local news, such as dog walk water bowl locations and the best fries in the neighborhood, among other ephemera.
If folks want quality first-person writing about age and aging, I highly recommend the newsletter magazine Oldster, which explores “the experience of getting older, and what that means at different junctures.” Bonus: Oldster is run by Sari Botton, formerly the longtime essay editor of Longreads.
While poking around for some examples of media coverage of the early blogosphere, I found this mention from the time Lisa Jervis of Bitch Magazine did a guest stint at Feministe. For context, Feministe hosted regular guest blogging seasons where we opened our comparatively gigantic platform to much smaller bloggers. What we didn’t pay in money, we could offer in audience and attention, with mixed results. Several people who guest blogged found the audience and attention experience terrible – which began its own media cycle.
The reality is that having a platform on Al Gore’s unregulated internet means you face a lot of gross commentary from in and outside the proverbial house. Invitations for guest blogging were happily accepted, but the attention wasn’t reliably durable for writers and their goals. This reflection in Salon, “In Defense of Ladyblogs,” recaps what it’s like to have a massive platform on the open internet: “For every commenter who thoughtfully critiqued my message, there would be one who’d say I was a tool of the patriarchy, and another who’d accuse me of abusing my class privilege. It’s a vibrant, razor-sharp community and I was honored to be a part of it, but my point is, if explicitly feminist blogs are the only acceptable online outlet for feminists to inhabit, we’d get exhausted mighty quickly.” This is a limited telling, but there are some nuggets here that forecast the commentary around Lindy West’s book – particularly around the pressures of being smart in public while also being a person who wants to be liked and included.
An observation on feminist writing and Jezebel: Throughout history, a lot of time and energy has been spent mediating how and whether certain kinds of people talk to one another. The feminist blogosphere, for all its faults, was the first time lateral, public, unmediated conversation happened among women at scale. Many kinds of women were there that had no space at other tables. And it was very messy, and very revealing, because it was the first time that happened at scale for all to see.
Some thoughts:
When I started in 2001, the most viewed website about feminism on the internet was a solo blog by a man in Portland.
I just pulled Mindy Seu’s “Cyberfeminism Index” off my shelf, a veritable tome, and the feminist sites don’t even make the table of contents. Which is not an indictment of the book, but an example of how ephemeral all this is online.
You can see this on Twitter in the live debate about what Jezebel was and wasn’t, a conversation happening mostly through collective remembering. Jezebel joined the pack of blogs at some point, and they were big dogs, but they weren’t responsible for the creation or steering of the digital movement. They were a glossy, spendy repackaging of the organic thing, backed by real investors. It’s wild to see the entirety of the movement attributed to Jezebel by young Twitter, given that most of the indies kept Jezebel at arms’ length until much later. They were pretty widely considered a corporate interloper in a grassroots arena, though in hindsight that wasn’t right either.
The first time the indie bloggers gave Jezebel their day was when they published the untouched photographs of Faith Hill on the cover of Redbook, a women’s magazine. The Redbook post tore the veil off the beauty industry in real time. Until then, the idea that “celebrities are photoshopped” and “photos are retouched” was almost an urban myth, which is easy to forget given the ubiquity of filters and AI now. Then, you heard about it but couldn’t confirm it for yourself unless you had firsthand experience. Retouching was a discrete industry practice, digital tools were still expensive and clunky, and all of it was surrounded by a lot of tradecraft and secrecy. The mystery of celebrity image management exploded with an animated gif on a public-facing post, and it was rad.
Being a writer for pay is an unusual and vanishing proposition, according to Baffler. “Fifty-six percent of the respondents rely on side jobs to survive.”
Both books were published on March 10, and both authors are talented, with impressive bylines, with significant followings baked in. Incidentally, they come from the same cohort we loosely refer to as “feminist blogging,” though both would probably bristle at the description. And both use autoethnographic methods to leverage their personal lives to tell bigger stories about social, cultural and economic dynamics (a common method among feminists, where the personal is often made explicitly political). Lemieux goes further by including a series of essays by other Black single mothers at the end of her book, expanding the frame from memoir into something more collective, a full bloom.
West’s book has gone ultra viral over the last few weeks while Lemieux’s has found significantly less footing. West’s work is being spectacularized in real time, while Lemieux’s support has been mostly grassroots, respectful (thankfully), and largely limited to Black media outlets and NPR. This reproduces one of the oldest patterns in feminist media: a white woman’s confessional work circulates as universal or spectacular (West is being treated like a spectacle currently, which is great for sales and visibility but comes with negative trade-offs), while a Black woman doing rigorous, arguably more structurally ambitious work gets categorized as niche, an outlier. That this is happening within the very audience that would generally name and critique this dynamic in any other context makes it worth sitting with.
While I respect both authors and their bodies of work, I am looking forward to Lemieux’s book because I know firsthand how difficult it is to get a publisher and an audience for serious, foundational work like this. I suspect it will prove relevant long after the viral moment is over.
A friend of the blog told me a story about a Substacker who uses AI to summarize books and then publishes AI-generated content about those summaries, never reading the books herself, and yet has a ton of followers. I’d guess at least some of those are purchased, betting that a high follower count will beget more followers by suggesting clout and credibility she didn’t earn as a reader talking to fellow readers. And followers aren’t subscribers, but that’s the business bet.
People are lookie-loos, they get curious when something is doing numbers and creating activity, so inflating follower counts is a real and persistent strategy. None of this is new. But best practices still hold regardless of which technologies you layer on top. Marketing erodes trust when it prioritizes short-term gains over honesty and reliability.
It’s strange to live in a time when you can’t reliably distinguish someone who has engaged with ideas from someone who automated the appearance of engaging with them.
Thinking more about arXiv and public-facing publishing: Back in the day, my mentor was among the first on campus to successfully argue that public-facing publishing should count toward tenure, as service and outreach at minimum. She was on the edge of digital studies, and by the time her work was formally peer-reviewed it risked being irrelevant. At the time, in the early 00s, blogging was the primary mechanism to get the job done, and peer review happened online in real time through interaction with other scholars. This also foreshadowed the “influencer” model that we know today – by cultivating interest and influence through these more informal channels, their formal work gained traction in formal channels.