Meet the Mollys! Social Network Sweeties Tumbl Upward

I Gchatted a friend who works in finance to tell her I’d been assigned to write a piece on “the Mollys.” She replied “write it in the p.o.v. of edith z.” The Hairpin blogger Edith Zimmerman may be the Molliest of Mollys. She wrote bizarre and fantastical fake letters from women’s magazines for The Awl and ghost stories on her personal blog. She brought that brand of flustered, wacky pixieishness first to The Hairpin, the women’s interest site she edits, then to a GQ cover profile of Chris Evans. The piece, which was controversial even among the magazine’s editors, was more revelatory of Ms. Zimmerman’s half-self-deprecating exultation of her L.A. exploits than of anything Captain America had to say, in the same way that Molly Young’s New York articles sneak in turns of phrase like “weenie-tuggers” and “girl crush,” and Molly Lambert smuggles fan-fic footnotes about how Kate Moss is like “the cool best friend who knows all the good shows and parties to go to and brings you” onto Grantland. Another freelance writer, Marisa Meltzer, posted a photo of herself doing the “hand-heart” gesture on her Tumblr after publishing a piece on the phenomenon in the New York Times Styles section; she also posted a picture of her bedroom, suggesting that she considered submitting it to a blog of teenage bedrooms though she is “aged way the fuck out” now. Mollyish writing hinges on a cute mashup of ingratiating cuteness (hand-heart! Weenie-tuggers!) and hard ambition (the Times! New York!), starring a narrator in on the joke.

Such is the appeal of Mollyism—especially to straight, male dude-itors—that the literary eye-lash batting generally manages to survive the delicate transition from personal blog to print. (Whether Ms. McAleer’s voice will make the trickier leap to TV remains to be seen, but examples like that of Ms. Zimmerman and Ms. Meltzer indicates that the blog voice can thrive in print.)

According to Wired editor Bill Wasik, the Mollys are doing what writers have always done. “It’s pretty common and always been common that you start with voicier writing in less established organs,” said  “and you move to better- established organs that pay better and you bring the writing, but you show that you can report out and structure and bulletproof a magazine feature.”

But voicey is one thing. The Mollys have taken to a whole other level. The intimacies of Tumblr have vastly amplified the confessional mode. As Maud Newton noted in a recent essay in the Times Magazine (which briefly employed Ms. Zimmerman as a web columnist), there’s a frantically conversational tone on social media: “‘Oh, hi,’ people say at the start of sentences on blogs, Twitter and Tumblr these days, both acknowledging and jokily feigning surprise at the presence of the readers who have turned up there.” Ms. Newton phrased this as a universal concern–perhaps we’re all a little bit Molly.