Why homemade toothpaste videos provoke strong reactions

Scrutiny of the figure of the “trad wife” has hit a fever pitch. These influencers’ accounts feature kempt, feminine women embracing hyper-traditional roles in marriage and home-making—and, in doing so, garnering millions of followers. On this episode of Critics at Large, Vinson Cunningham, Naomi Fry, and Alexandra Schwartz discuss standout practitioners of the “trad” life style, including Nara Smith, who makes cereal and toothpaste from scratch, and Hannah Neeleman, who, posting under the handle @ballerinafarm, presents a life caring for eight children in rural Utah as a bucolic fantasy. The hosts also discuss “The Secret Lives of Mormon Wives,” a reality-television show on Hulu about a group of Mormon influencers engulfed in scandal, whose notions of female empowerment read as a quaint reversal of the trad-wife trend. A common defense of a life style that some would call regressive is that it’s a personal choice, devoid of political meaning. But this gloss is complicated by societal changes such as the erosion of women’s rights in America and skyrocketing child-care costs. “In American society, the way choice works has everything to do with child-care options, financial options,” Schwartz says. “When you talk about the idea of choice, are we just talking about false choices?” 

This episode originally aired on Sept. 5, 2024. 

Read, watch, and listen with the critics:

@ballerinafarm
@gwenthemilkmaid
@naraazizasmith
“How Lucky Blue and Nara Aziza Smith Made Viral Internet Fame From Scratch,” by Carrie Battan (GQ)
“The Secret Lives of Mormon Wives” (2024–)
@esteecwilliams
“Mad Men” (2007-15)
The Little House on the Prairie series, by Laura Ingalls Wilder
“Wilder Women,” by Judith Thurman (The New Yorker)
“Meet the Queen of the “Trad Wives” (and Her Eight Children),” by Megan Agnew (The Times of London) 

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Critics at Large is a weekly discussion from The New Yorker which explores the latest trends in books, television, film, and more. Join us every Thursday as we make unexpected connections between classic texts and pop culture.