and fears and how this intersects with populist and far-right politics .
The tradwife subculture that currently emerges prominently within online spaces , showcases a revival of traditional gender roles . This chapter looks at the foundations of the cultural trend , its alignment with conservative ideologies and its paradoxical relationship with modern late-capitalist frameworks through the influence of social media .
Tradwives identify as women who actively promote and commercialize traditional heteronormativity by embracing a restrictive and hierarchical ordering of gender roles ( Proctor , 2023 , p . 7 ). They prioritize their roles as wives and mothers , projecting an image that resonates with conservative values ( Sykes & Hopner , 2024 , p . 2 ). The aesthetics of the subculture date back to the 1950s , when advertising images of ‘ happy housewives ’ played a leading role in promoting the return of women to the so-called reproductive sphere ( Federici , 2012 ). This stylization , which expresses a nostalgic view of the role of women , is not only related to style but is closely linked to a broader ideological framework that advocates nuclear family ideals as well as the ‘ sanctity ’ of unborn life ( Sykes & Hopner , 2024 , p . 3 ). In its more radical forms , the tradwife aligns with fascist , anti-LGBTQIA +, antisemitic , chauvinistic , xenophobic , anti-globalist , anti-immigration rhetoric and racially or ethnically supremacist ideologies ( ibid ).
A further central theme within the tradwife community is its antifeminist stance . Tradwives critique various waves of feminism , accusing them of oppressing traditional notions of womanhood and promoting a " man-hating ideology " ( Lokteff , 2019 , p . 1 ). This viewpoint is particularly critical of fourth-wave feminism , which some tradwives argue exalts female superiority at the expense of traditional family values ( ibid ).
Some members of the community have adopted ‘ toxic femininity ’ as a counter-discourse to mainstream feminism . They argue that feminism has tendered a culture of male hatred , positioning traditional homemaking and wifehood as the authentic expressions of femininity ( McCann , 2022 ). This reinterpretation of ‘ toxic femininity ’ serves as a rallying point for those who feel alienated from modern feminist movements , providing them with an ideological framework that validates their lifestyle choices ( Sykes & Hopner , 2024 , p . 6 ).
Despite their advocacy of traditional domestic roles , tradwives successfully utilized modern digital tools to spread their ideology . As influencers , they hold substantial power and use platforms to promote their ideal traditional femininity . This position allows them to combine ideological content with appealing aesthetics and create a compelling online persona that attracts a large following ( Sykes & Hopner , 2024 , p . 7 ).
Notably , the very act of influencing contradicts the traditional values — such as committing solely to reproductive activities — tradwives claim to uphold . Rather , they are
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