The Rise of the Tradwife / Sarah Bouillete & Astrid Lorange
May 13, 2024
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Sarah Bouillete, a writer noted for her insights on the tradwife trend, and Astrid Lorange, who investigates traditional wifehood aesthetics, dive into the captivating rise of the 'tradwife' phenomenon. They explore the romanticization of domesticity and its complex relationship with feminism. The discussion unpacks how social media reshapes perceptions of gender roles and household dynamics. They also critique the societal implications and psychological impacts of embracing these ideals within modern culture.
The tradwife movement romanticizes traditional gender roles, masking the labor-intensive reality of homemaking and motherhood behind curated social media portrayals.
This idealized concept of the nuclear family perpetuates toxic narratives that exclude diverse family structures and impose restrictive societal expectations.
Commodifying family life on social media raises ethical concerns regarding children’s agency and the implications of merging personal experiences with public personas.
Deep dives
The Myth of the Traditional Family
The concept of the traditional nuclear family, often idealized in society, has been critiqued as a myth that rarely represented the realities of many families. This family structure, defined as a heterosexual couple with children, became prominent for a short period but has long been challenged by diverse family configurations. The idea of a nuclear family can evoke toxic narratives surrounding gender roles and societal expectations, restricting the notion of family to limited definitions. Expanding the understanding of family love to encompass broader connections and communal ties can counteract the isolating tendencies of this idealized structure.
The Rise of the Tradwife Phenomenon
The tradwife movement represents a reactionary return to traditional roles for women, emphasizing homemaking and motherhood while eschewing modern feminist ideals. Many tradwives capitalize on social media, presenting curated lives of self-sufficiency, crafting, and traditional cooking, which can obscure the labor involved in these portrayals. This movement is often intertwined with elements of white supremacy and anti-feminism, as it promotes a romanticized vision of the past that neglects the realities of contemporary societal dynamics. The aesthetic of tradwifery is often idealized yet fails to acknowledge the complexities and contradictions inherent in these narratives of femininity and domesticity.
The Hidden Labor of Tradwives
Although tradwives often present their lifestyle as a retreat from the stresses of the modern world, their work in homemaking and family care is labor-intensive and often undervalued. The presentation of carefree domesticity can mislead audiences into believing this lifestyle is simple or free from effort, ignoring the extensive labor required for its upkeep. Moreover, this narrative can mask the systemic issues of economic precariousness necessitating dual-income households while simultaneously promoting a return to the traditional breadwinner model. The invisibility of both the homemaker's labor and the breadwinner's role creates a fantasy detached from the actual dynamics of economic survival in modern society.
Parenting and the Commodification of Family Life
Tradwives often monetize their family life through social media, raising questions about the implications of turning parenting and childhood into content for public consumption. While some advocates may argue that this represents empowerment through financial independence, it potentially commodifies the intimate aspects of family dynamics, leading to objectification of children and family experiences. Children featured as part of this influencer lifestyle face pressures of performance and visibility, raising concerns about their agency and autonomy. The overlapping narratives of family and market forces complicate parent-child relationships, as the boundaries between personal life and public persona blur.
The Political Underpinnings of Tradwife Ideals
The tradwife narrative is embedded in a reactionary political agenda that seeks to maintain traditional gender roles while resisting broader social transformations, particularly regarding gender identity and familial structures. This movement often weaponizes fears related to feminism and societal change, promoting an idealized past that is framed as inherently moral and desirable. Tradwives often oppose public institutions, such as schools, viewing them as threats to their chosen lifestyle, instead advocating for an isolated familial existence grounded in conservative values. By marketing their lifestyle as a morally superior alternative, they spread ideologies that can undermine progressive movements aimed at achieving gender equality and social justice.
Sarah Bouillete and Astrid Lorange join This Is Hell! to discuss what they call, "inexorable rise of the tradwife: the social media influencer who embodies an idealized aesthetic of wifehood" in their recent Verso piece, "From Scratch." After the interview, we check the mailbag.
Check out Sarah and Astrid's piece here: https://www.versobooks.com/blogs/news/from-stratch
Help keep This Is Hell! completely listener supported and access weekly bonus episodes by subscribing to our Patreon: https://www.patreon.com/thisishell
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