The Bunker – News without the nonsense Inside the online 'cleanfluencer' cult pushing housewife propaganda
Apr 18, 2025
Emma Casey, author of 'The Return of the Housewife,' dives into the world of 'cleanfluencers' and the modern-day implications of domestic ideals. She discusses how social media shapes our perceptions of housework and contrasts joyful cleaning portrayals with feelings of inadequacy. Casey explores the psychological impacts of cleanfluencing, gender imbalances in domestic labor, and the revival of traditional housewife roles. With wit and insight, she prompts a reevaluation of these dynamics and their effects on women's empowerment today.
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Persistent Housework Gender Gap
- Women still do significantly more housework despite progress in gender equality.
- Cleanfluencers reframe housework as empowering and enjoyable rather than a burden.
Cleaning Made Glamorous and Fun
- Cleanfluencers make housework appear effortless, fun, and visually attractive.
- They package traditional chores into appealing, energizing content mostly by women.
Glamorized Illusion of Housework
- Cleanfluencers portray a glamorized, perfect version of housework that hides its true difficulty.
- The hard, exhausting, and thankless aspects women face remain invisible in their content.