Tradwife

[8] Influences on trend range from 1950s-era American culture, Christian religious values, conservative politics, choice feminism, and neopaganism.

[13][14] A high-profile example of this is Canadian Cynthia Loewen, a former Miss Earth Canada, who abandoned plans to pursue a medical degree in order to be a full-time housewife.

[15] However, many of the tradwife internet celebrities earn an income outside the home, in addition to running their influencer businesses on social media.

[18] She found that some women in the movement espoused tenets of the American political far right, including white supremacy, antisemitism, populism, and other ultraconservative beliefs.

[22] Multiple platforms, notably TikTok, Instagram, and YouTube, are used to commodify and spread the conservative ideologies underpinning the movement.

[22][23] Influencer marketing strategies, the showcasing of private lives, and contemporary social media use promote the commercialisation of traditional heteronormativity and gendered relationships.

[24] The rising success of contemporary tradwives is driven by clever and active use of social media and persistent positioning as online influencers.

Videos such as 'a day in my life' showcasing activities such as cooking from scratch, cleaning, caring for children, packing the lunches of their working husbands advocate for gender roles wherein the man holds social and political power, and women for the most part are confined to the home as a wife and mother.