Post by Canan ÇETİN

Let’s be honest for a second. Anyone who has ever looked after a toddler or cooked a full meal from scratch knows the truth: it is not a serene experience. It’s loud, it’s messy, and it’s sometimes chaotic. But if you scroll through 'tradwife' Instagram, you see the opposite. It’s all quiet smiles, spotless aprons, and slow-motion sourdough kneading. My colleague Ayşenur Karakaş Aydınbakar and I analyzed this Tradwife paradox for our new article : Domesticity reloaded: when the tradwife becomes a brand. They tell us to embrace traditional gender roles and stay home. But they are building modern digital empires to tell us that. In our new paper, we found that this isn't just about nostalgia or family values. It’s platform capitalism.The majority of the content we analyzed was focused on aesthetics and style, so perfect for the algorithm, and perfect for sponsorships. It turns out, convincing the world that you are ‘just a housewife’ is actually a very demanding full-time career. Here is the link: https://lnkd.in/dTg8TXs4