Abstract
This paper explores the contradictory portrayal of feminism within the social media narratives of “tradwives” (traditional housewives) on platforms like TikTok, Instagram, and YouTube. The rise of tradwife influencers since the mid-2010s reflects a growing online movement that advocates for a return to clearly defined gender roles, often referencing Christian teachings and 1950s aesthetics. Although originating in the US, this movement has gained traction globally, with influencers in North and Latin America, as well as Europe, promoting a shared traditional lifestyle vocabulary. The analysis focuses on the ambivalence in tradwife narratives, where far-right discourses on liberal danger intersect with rhetoric that could be mistaken as progressive. Specifically, these influencers critique “lean-in” feminism (Rottenberg, 2017), reject neoliberal pressures on women to “have it all,” and criticize inadequate parental support. They frame the stay-at-home-mother lifestyle as an act of self-determination, positioning it as a deliberate choice to resist career success and adopt a more submissive family role. Tradwife influencers depict feminism as an oppressive force that suppresses alternative ways of living, such as the traditional housewife lifestyle. They portray (Western) feminism as a dominant, regulatory force, echoing postfeminist claims that feminism has already been achieved (McRobbie, 2009; Gill, 2007, 2016). However, unlike postfeminist sensibilities that present feminism as a positive force (McRobbie, 2004), tradwife discourses view it as harmful. They frame abandoning feminism as a radical act of “freedom” and “choice,” rejecting feminist ideals as deceptive constraints on women.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Feminism, Gender, Social Media, Polarisation, Progress, Tradwife
