In conclusion , the tradwife combines traditional gender roles with modern self-promotion techniques . While the subculture presents itself as a return to simpler times , it is deeply embedded in the very neoliberal dynamics it claims to reject , revealing a significant ideological and practical paradox at the heart of its culture .
Tradwives exemplify how social media and their international reach enable right-wing ideologies to gain significant influence . By aligning themselves with anti-feminist ideologies and even commercializing right-wing rhetoric , tradwives offer a gendered perspective on the increasing prominence and influence of right-wing ideologies both nationally and internationally ( Sykes & Hopner , 2024 , p . 8 ). not just promoting a lifestyle ; they are selling it , leveraging the capitalist framework of social media to generate income through advertising , brand collaborations and promotions ( Sykes & Hopner , 2024 , p . 25 ).
The interconnectedness of tradwives with right-wing populist movements becomes visible when examining how gender is used within populist strategies to construct a specific notion of ‘ the people ,’ often by referring to biological inequality between men and women ( Sauer , 2023 , p . 57 ). Understanding gender as a “ system of knowledge , a symbolic system , an ‘ ideology ,’ a truth system ” ( ibid ), it can be argued that a binary conception of gender provides a system of belonging and security with its prescribed identities . Therefore , the construction of gender plays a crucial role within right-wing populist ideological systems of race , gender , sexuality , class , and citizenship ( Mattheis , 2021 , p . 2 ).
Political scientist Birgit Sauer argues that the category of gender helps
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