It is possible that you have already noticed on social media the presence of young women, often with fair skin, dressed in vintage dresses and heels, adopting a style reminiscent of the 1960s¹. They position themselves as influencers in the fields of beauty and lifestyle, but go beyond these themes. They also advocate for a return to traditional family values, promoting an anti-feminist discourse that asserts the necessity of rediscovering « true femininity ». To give just one example, Ekaterina Anderson, a content creator, describes the need to reconnect with the primary function of their bodies, reproduction. Other posts associated with the hashtag tradwife (a neologism combining tradition and wife) provide advice on how to be a good domestic and housewife. According to Megan Zahay, this movement has gained traction on social media due to the way it embellishes political discourse that resonates with online aesthetic culture. Thus, the Tradwives conceal their anti-feminist and white supremacist views behind attractive and light-hearted content that engages their audience. When examining the origins of this subculture, it is revealed that it emerged from alt-right movements in England and the United States. The alt-right has rallied these women to oppose their emancipation and ensure the “perpetuity of the white race”, as reported by the Center for Extremism in 2018. Therefore, these young influencers play an active role in spreading sexist, homophobic, transphobic and supremacist discourses through platforms such as YouTube, Instagram, TikTok, and Reddit. This review thus presents the movement of traditional women that has been gaining ground on social media for several years.
¹ We exclusively used the term “women” to remain faithful to the data from the scientific articles presented in this review. The scientific data focus on the reality of cisgender women who are part of the tradwife movement.
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