Kim Akkermans

Adwives critically examines how the 2020s tradwife movement advertises traditional gender roles while turning them into online profit and ideological influence. Often aligned with conservative, religious values and right-wing politics, it opens paths to more extreme ideologies, despite relying on the digital capitalism it critiques. Today’s tradwives revive 1950s housewife imagery to romanticise submission and financial dependence, repackaging it as curated, monetised advertising.