A new University of Hawaiʻi at Mānoa study explores anti-feminist themes within TikTok’s “tradwife” (short for “traditional wife”) community, where women promote traditional gender roles with men as breadwinners and women as homemakers. While they are often seen as lifestyle influencers, the study, led by Rebecca Stotzer and Ashley Nelson in the Thompson School of Social Work and Public Health, uncovered deeper ideological messages.
Unlike the prevalent “lean in” culture encouraging women to balance career and family, tradwives advocate for a return to traditional roles, rejecting the idea that women can successfully do both.
The study, which analyzed TikTok posts from 2020 onward, focused on creators using hashtags like #tradwife and #tradelife. The research was published in Terrorism and Political Violence on March 4.
“While much research has focused on networked misogyny and the manosphere, less attention has been given to women who engage in online communities that promote anti-feminist or misogynistic ideas, making this study a significant contribution to understanding these dynamics,” said Stotzer, professor and chair of social work.
Key findings
The study found that tradwives are diverse in race, background and motivation. Nearly half identified as women of color, challenging the perception that the movement is exclusively white. Most were in their 20s and 30s, married with children, though some were single or child-free.
“These women argued that being a tradwife offers more freedom and fulfillment than corporate life,” said Nelson, a master of social work graduate. “However, many fail to recognize the privilege in having the choice to stay home, something that wasn’t always available to women.”
The study identified four key anti-feminist themes:
- Feminism is at odds with femininity.
- Feminism harms women.
- Rejection of “boss babe” culture and capitalist pressures.
- Anti-feminist ideas sometimes escalate to gender-diverse exclusion.
Many participants viewed gender roles as biologically or religiously determined, believing women are naturally suited for homemaking. Instead of blaming structural issues like lack of workplace support for mothers, they blamed feminism for women’s struggles.
“With evolving conversations on sex and gender, understanding how these ideas spread online is crucial,” said Stotzer. “We hope this study encourages deeper reflection on how the internet shapes our views on gender.”
