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Abstract

This study explores the ‘trad wife’ movement on TikTok, focusing on how female creators utilise social media to make more extreme ideologies palatable to a wider audience. Through a live qualitative thematic analysis of 100 videos on TikTok related to #tradwife, #traditionalwife, #homemaker, and #housewife, this research identifies fundamental themes within the movement. These themes were related to traditional gender roles, nostalgia of the past, critique of modern feminism, and the romanticism of domesticity. The findings highlight how trad wife creators employ techniques based on aesthetics, particularly the ‘cottagecore’ aesthetic, in aims of romanticising domestic life and traditionality, thereby reinforcing patriarchal norms and challenging modern feminist ideals.
This research draws attention to the significant cultural and social ramifications of the ‘trad wife’ movement, noting the potential impact on younger audiences, by encouraging a return to perceived simpler times of the 1950’s. not only does this narrative challenge feminism and gender equality, but also aligns with broader right-wing and alt-right discourses, which advocate a return to traditional values. By the leveraging of social media platforms, such as TikTok, trad wives are able to covertly embed their extreme ideologies into mainstream discourse, potentially seeking to influence cultural perceptions around gender.
By the examination of the modern expression of traditional values, this study adds to existing literature surrounding trad wives, social media, and gender roles. This research highlights a need for further study on the trad wife movement, and its influence across different platforms and demographics. This research underscores the role of social media and technology in the shaping of cultural narratives the dissemination of extreme and radical ideologies, and highlights the importance of addressing the growing concern surrounding extreme alt-right and right-wing groups.

Course: Cybercrime, Terrorism and Security Degree - MSc - P3495FTC

Date Deposited: 2024-11-18

URI/permalink: https://library.port.ac.uk/dissert/dis14514.html