The "tradwife" phenomenon on social media attracts young viewers despite the rise of feminism

On social media, videos featuring "tradwives"—women who embrace a traditional lifestyle centered on home and family—gather an audience that is predominantly female, according to an investigation published by Le Monde.

The phenomenon raises questions in a context where young French women increasingly identify as feminist, according to several studies cited by the newspaper. Le Monde has looked into the profile of these "tradwatchers," regular consumers of content depicting the daily lives of homemakers, often presented in an aestheticized manner.

A young viewer interviewed by Le Monde describes a gradual effect these videos have on her perception of women's roles: "These videos end up making you embrace certain ideas about the supposed role of women," she said, according to statements collected by the newspaper.

Le Monde notes that this content, widely distributed on video platforms and social media, depicts a domestic daily life that valorizes household tasks, motherhood, and relationships according to traditional patterns. The investigation seeks to understand the motivations of this audience—whether curiosity, aesthetic appeal, or attraction to a lifestyle perceived as calming—without the newspaper offering a single explanation.

The newspaper emphasizes that this apparent paradox between the appeal of these traditional figures and the growing feminist identification among young generations raises questions about the influence of digital content on gender representations, though the investigation has not yet reached definitive conclusions on the matter.