been challenged and work life feels particularly overwhelming , ‘ traditional ’ values might seem like a refuge , providing a sense of empowerment for some . The tradwife subculture , therefore , can be seen as a response to modern uncertainties , offering a sense of identity , control and stability through traditional gender roles .
This understanding extends the notion of the neoliberal , calculative and self-entrepreneurial subject , depicting a broader picture of contemporary subjectivity and a new mode of neoliberal subjectivation ( Bargetz , 2021 , p . 10 ). Therefore , the rise of Tradwives , with its paradoxical notion of agency , should be understood within the broader context of the neoliberal subject as neurotic ( ibid ). It can be perceived as an attempt to regain control in an era of pervasive insecurity , as a “ longing for a lost sovereignty and its promise of participation , belonging , prosperity , happiness , protection , security and freedom ” ( Bargetz , 2023 , p . 84 ).
In conclusion , the rise of the tradwife is a complex phenomenon deeply rooted in the socio-political and economic upheavals of recent decades . The financial crisis of 2008 , the Covid-19 pandemic , ongoing geopolitical conflicts and rising inflation have all contributed to a pervasive sense of instability and uncertainty in modern societies . These events have disrupted the narrative of continuous progress and have led many individuals to seek refuge in traditional frameworks and roles .
The tradwife , which emphasizes a return to traditional gender roles and domesticity , offers a sense of agency and identity amidst this uncertainty . For many women , the tradwife ideal provides a coherent and reassuring identity , offering a clear and unambiguous sense of purpose and belonging . This longing for agency through traditionalism is deeply embedded in populist strategies , suggesting that by returning to traditional values and roles , individuals can reclaim control over their lives and futures .
The subculture ' s alignment with farright political ideologies further complicates its appeal . Tradwives reject modern feminist discourses and working women as elitist , positioning themselves as defenders of a more ‘ authentic ’ and grounded way of life . This anti-feminist stance fits seamlessly into the broader antielitism and anti-feminism advocated by populist movements , which idealize a return to ' simpler times ' and traditional values . By promoting traditional domestic roles , tradwives assert a coherent identity and a sense of belonging that stands in opposition to the fluid and often fragmented identities promoted within contemporary culture .
Moreover , the tradwives ’ use of modern digital tools to spread their ideology highlights a significant paradox . While advocating for a return to traditional roles , tradwives utilize modern capitalist tools to enhance their views and sustain their lifestyles . This reliance on neoliberal capitalist mechanisms reveals a critical tension within their culture : it is deeply embedded in the very capitalist dynamic it claims to reject .
Ultimately , the tradwife subculture ' s rise reflects a broader societal
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