Tradwives: Right-Wing Social Media Influencers

Abstract

Globalizing anti-globalism and modernizing the anti-modern, Tradwives are communities of right-wing women who commercialize social media to commodify traditional heteronormative renditions of femininity that are equal parts ideology and aesthetic. As social media influencers, Tradwives grow social networks and expand audiences by monetizing right-wing ideologies and curating particular versions of wife and mother. A netnographic analysis designed to understand online cultures and communications was used to observe thirty-six Tradwife social media profiles over a 10-month period in 2022. Employing Koestler’s Theory of Holarchies, four key findings or “holons” comprised a holography or representation of Tradwife culture captured at a certain point in time. The Tradwife Landscape explored these women across a right-wing landscape, Cross-platform Influencers, outlined Tradwives operating across a variety of social media platforms; Feminine not Feminist, discussed Tradwives’ (anti)feminist standpoints; and The Tradwife Side-Hustle, examined the monetization of Tradwife culture. As an alive and growing ecosystem, Tradwife subculture offers supportive and empowered spaces for women wishing to take up roles as archetypal wives and mothers within highly conservative lifestyles. As agents of Tradwife subculture and wider right-wing communities, Tradwives raise important questions about gender and gendered relationships, sexuality, legal practices, public policy, and political systems. Above all else, Tradwives offer comments on the autonomy and agency women have in their everyday lives.