Tradwives or Tradnormalizers? A case study of the normalization of radical right rhetoric through tradwife content
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2025-06-13
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en
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A relatively new online community that has been connected to the far-right, is the tradwife community. Women that believe in traditional family values and gender roles gather in this online space. As tradwives become more popular online, the influence that they can exert grows. This thesis is interested in the influence that they can have on the growth of the radical right. To examine this, the research question posed in this thesis is how tradwives help normalize radical right rhetoric. This question was answered through a case study design utilizing qualitative content analysis. The analysis exists out of two parts: first an examination of tradwife content for the presence of radical right rhetoric took place. Then, the content that included radical right rhetoric was examined for mainstreaming factors. The results of the study found that while radical right characteristics are not an essential feature of tradwife content, tradwives can help in the normalization of radical right rhetoric. These findings are relevant as the radical right has gained significant ground in democracies all over the world. This case study portrays how an online community can contribute to the growth of the radical right.
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Faculteit der Managementwetenschappen