subculture of the tradwife has gained significant attention , emerging as a notable cultural phenomenon . Characterized by a return to traditional gender roles where women prioritize domestic and reproductive work over careers , this cultural trend presents a stark contrast to the progressive achievements made in gender equality over the past century ( Beatty , 2024 ). As their naming – a neologism of ‘ traditional ’ and ‘ wife ’ – suggests , tradwives adhere to the ideal of a stereotypical housewife . In popular media , tradwives are defined as “ a woman who chooses to focus solely on her family , husband and home , rather than doing paid work or having a career ” ( Lang 2022 ) or as “ soft-spoken young white women who extol the virtues of staying at home , submitting to male leadership and bearing lots of children “ ( Kelly , 2018 ). The subculture ’ s understanding of ‘ traditional ’ varies but usually entails the ideal of a heterosexual marriage with masculine dominance and feminine subservience , child-rearing , and right-wing political beliefs ( Proctor , 2022 , p . 7f ).
Paradoxically , the submissive tradwife promises a form of agency through its embrace of traditionalism . This " longing for agency " ( Bargetz , 2023 , p . 84 ) is deeply embedded in populist strategies , suggesting that by returning to traditional values and roles , individuals can reclaim control over their lives and futures . For many women , the tradwife ideal offers a coherent and reassuring identity amidst the heightened insecurity of late modernity , providing a clear and unambiguous sense of purpose and belonging ( Rottenberg & Orgad , 2020 ). This appeal to agency through traditionalism serves likewise as a tool for populist movements ( Bargetz , 2023 ) which are mainly shaped within unstable societies that are guided by a “ strong sense of crisis ” ( Pajnik , 2023 , p . 161 ).
The rise of the tradwife ideal is closely linked to the rise of populism and the far-right political movements that are sweeping across many democracies around the world . These political currents harness the widespread discontent with the status quo and promote narratives that idealize a return to ' simpler times ' and traditional values ( Sauer , 2023 ). The promotion of an anti-feminist ideology by the subculture of tradwives fits seamlessly into the broader anti-elitism and antifeminism advocated by populist movements ( Sykes & Hopner , 2024 , p . 3 ).
Tradwives often reject modern feminist discourses and working women as elitist , positioning themselves as defenders of a more ‘ authentic ’ and grounded way of life . By adopting traditional domestic roles , tradwives assert a coherent identity and a sense of belonging that stand in opposition to the fluid and often fragmented identities promoted within parts of contemporary culture ( ibid , p . 27 ). I argue that the rise of the tradwife ideal in the social context of the global north is not merely a nostalgic yearning for the past but rather a complex response to the growing uncertainty shaping the contemporary age of late modernity , further contributing to the populist ideology of the right . This essay delves into the factors contributing to the resurgence of traditional domestic roles for women , examining how the tradwife reflects a deeper societal reaction to contemporary anxieties
65