The Ideological Work of the #Tradwives Movement: Monetizing Anti-Feminist Aesthetics in the Digital Sphere
Abstract
The debate on gender equality is increasingly polarised, with an anti-feminist movement that considers it an ‘ideological invention’ (Tebaldi and Baran, 2023). This rejection, especially among young men (CIS, 2024), is reflected in the expansion of the ‘manosphere’, also present in Spain (García Mingo et al., 2022). In parallel, the #Tradwives movement has emerged, promoting a hyper-feminine aesthetic. The article analyses how female abnegation is presented as a false promise of freedom, contributing to the normalisation of women's dependency and reinforcing the reactionary narratives of the far right. Through digital ethnography and discourse analysis, it concludes that the ‘tradwife’ aesthetic perpetuates gender roles, monetising patriarchal femininity under a supposed ideological neutrality.
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