As experienced social media users , tradwives effortlessly adapt the tone of their content to the level of regulation allowed on their chosen platforms . According to research by Sykes and Hopner ( 2024 ), this strategic content management allows them to foster a community that not only consumes lifestyle tips but also increasingly radical political content . They use various platforms — from Instagram to less regulated sites such as Twitter and Gab — to customize their messages , which range from subtle anti-feminist rhetoric to overtly right-wing positions on gender essentialism , transgender issues and topics like the right to life and abortion ( ibid , p . 8 ).
The influence of tradwife content extends beyond individual social media accounts . It contributes to a broader cultural shift towards rightwing ideologies , particularly among women in various international contexts ( Leidig , 2023 ). By promoting a " hyperfeminine aesthetic " to " disguise the authoritarianism of their ideology " ( Kelly , 2018 ) and linking it to nationalist and anti-globalist sentiments , tradwives provide a form of identity that appeals to those who feel alienated from modern feminist movements and societal change . This identity is not only about the preservation of domestic womanhood but also about adopting a political stance that challenges contemporary gender dynamics and advocates a return to traditional values ( Kelly , 2018 ).
The overlap of the tradwife subculture with the populist right shows a significant trend in how modern social movements use digital platforms to influence and reshape public discourse . It illustrates how lifestyles can become ideological tools that propagate specific political agendas under the guise of supporting ' traditional ' values . As such , the tradwife subculture serves as a critical case for understanding the dynamics of gender , media and political ideology in the digital age .
After ongoing public debates like # MeToo , it may seem surprising that some young women are drawn to a life of traditional gender roles and submission to a male partner ( Cooksey , 2021 ). However , this essay argues that this yearning for the culture of 1950s domesticity can be perceived as a reaction to the current political climate . Current Gen Z culture is characterized by widespread nihilism as the promised bright future has not materialized : In an international DeLoitte survey , 3 in 10 ( 30 % of Gen Zs and 32 % of millennials ) state they do not feel financially secure ( DeLoitte , 2024 ).
While the ' girlboss ' movement that arose in the early 2010s encouraged women to achieve more and work harder ( Mastrangelo , n . d .), it has faced justified criticism , being perceived as elitist and disconnected from the realities of many women ' s lives . Although liberal feminism has championed women ' s entry into the workforce as part of a liberatory agenda , the reality of toxic work environments often undermines the promise of empowerment ( Goldberg , 2022 ). This dissonance between the aspirations of liberation and the harsh realities of working conditions , coupled with the double burden of care work assigned to women , has , as this essay argues , led to widespread disillusionment . In the face of
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