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Chores, Choice, and Conservatism: Tradwives as Intermediaries of Conservative Ideology Through Framing on TikTok

Stark, Julia LU and Sikström, Isabella (2025) SKDK11 20251
Department of Strategic Communication
Abstract (Swedish)
In recent years, the rise of tradwife-influencers on platforms such as TikTok has brought attention to the resurfacing of conservative gender roles. This study explores how these influencers frame a conservative ideology on TikTok and thereby functions as ideological intermediaries. Using framing and priming theory as the analytical lens, a multimodal qualitative frame analysis on twenty posts was conducted with focus on two American influencers, Hannah Neeleman and Estee Williams. The analysis revealed three dominant frames: Conservative Lifestyle as Romanticized, Empowered Woman, and The Domestic Space as a Sanctuary, that through repeated exposure of idealized portrayals of a conservative and domestic lifestyle, influence the tradwives’... (More)
In recent years, the rise of tradwife-influencers on platforms such as TikTok has brought attention to the resurfacing of conservative gender roles. This study explores how these influencers frame a conservative ideology on TikTok and thereby functions as ideological intermediaries. Using framing and priming theory as the analytical lens, a multimodal qualitative frame analysis on twenty posts was conducted with focus on two American influencers, Hannah Neeleman and Estee Williams. The analysis revealed three dominant frames: Conservative Lifestyle as Romanticized, Empowered Woman, and The Domestic Space as a Sanctuary, that through repeated exposure of idealized portrayals of a conservative and domestic lifestyle, influence the tradwives’ audiences perceptions of conservative ideology. This positions them as powerful ideological intermediaries in a post-feminism digital landscape. The findings contribute to a broader understanding of how conservative ideologies are subtly reproduced and normalized through social media. (Less)
Please use this url to cite or link to this publication:
author
Stark, Julia LU and Sikström, Isabella
supervisor
organization
course
SKDK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
ideological intermediaries, conservative, tradwife, influencer, framing, priming, post-feminism, TikTok
language
English
id
9193200
date added to LUP
2025-06-30 11:18:27
date last changed
2025-06-30 11:18:27
@misc{9193200,
  abstract     = {{In recent years, the rise of tradwife-influencers on platforms such as TikTok has brought attention to the resurfacing of conservative gender roles. This study explores how these influencers frame a conservative ideology on TikTok and thereby functions as ideological intermediaries. Using framing and priming theory as the analytical lens, a multimodal qualitative frame analysis on twenty posts was conducted with focus on two American influencers, Hannah Neeleman and Estee Williams. The analysis revealed three dominant frames: Conservative Lifestyle as Romanticized, Empowered Woman, and The Domestic Space as a Sanctuary, that through repeated exposure of idealized portrayals of a conservative and domestic lifestyle, influence the tradwives’ audiences perceptions of conservative ideology. This positions them as powerful ideological intermediaries in a post-feminism digital landscape. The findings contribute to a broader understanding of how conservative ideologies are subtly reproduced and normalized through social media.}},
  author       = {{Stark, Julia and Sikström, Isabella}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Chores, Choice, and Conservatism: Tradwives as Intermediaries of Conservative Ideology Through Framing on TikTok}},
  year         = {{2025}},
}