Agunda Okeyo
Jun 24, 2024
Dearest Reader,
I must confess, I have been loath to write this week’s newsletter. I have been busy in past weeks so my rhythm has been off, publishing later in the week than I would like—I’m working on it! But this week’s subject is one I feel compelled to explore (probably even beyond this initial piece), but nevertheless this was very unattractive to research. I’m speaking about the the “Tradwife” trend or movement. Essentially, it’s an online trend of women filming content of a traditional homemaker lifestyle—think 1950s “Susie Homemaker” type stuff. This is an increasingly popular and lucrative trend of women, mostly white but black women have their version as well, who showcase cooking, taking care of children and/or a “soft life” (being materially provided for by their spouse and showcasing a life of ease) while their spouse earns a living outside the home. I think it’s important to write about this because, on the one hand, I think it speaks to a general feeling of insecurity that both men and women are grappling with in modern neoliberal society and, on the other hand, it is a harbinger of increasingly effective white supremacist marketing towards radicalization or “red pilling” of society.