Analysing the Tradwife trend... through the lens of JoJo Siwa

Описание: JoJo Siwa’s journey from rainbow queer icon to vintage feminine aesthetics has sparked conversation online — and it intersects with the rise of “tradwife” content across TikTok and Instagram. In this video essay, I explore the so-called “JoJo Siwa to Tradwife Pipeline,” what the tradwife trend represents culturally, and what it might mean for queer and disabled communities.

Why does tradwife content feel comforting to some queer people — but deeply unsettling to others?
What does nostalgia mean in a world where LGBTQ+ and disabled people were historically excluded from “traditional” family structures?
And how do influencer economies reward certain versions of femininity over others?

Timestamps:
00:00 The JoJo Siwa to Tradwife Pipeline
01:12 Who Is JoJo Siwa & Why This Matters
13:15 What Is Tradwife Content?
17:19 Why Some Queer People Connect to Traditional Styles
20:24 Why Others See Red Flags
22:35 Vintage Queers & Influencer Culture
24:15 Disability, Productivity & Domestic Perfection
27:08 Who Benefits from the Trad Wife Aesthetic?
28:45 In Conclusion

SOURCES & FURTHER READING:

“Tradwife Influencers Aren’t Just Selling Aesthetics; They’re Selling Anti-Feminism” – ABP Live (2026) https://news.abplive.com/lifestyle/tr...

“The Tradwife Aesthetic: Alluring or Alarming?” – FASHION Magazine (2024) https://fashionmagazine.com/style/tra...

“Tradwives? In this economy?” – Dazed (2024) https://www.dazeddigital.com/life-cul...

McRobbie, Angela. The Aftermath of Feminism: Gender, Culture and Social Change. Sage Publications, 2009.

Gill, Rosalind. “Postfeminist Media Culture: Elements of a Sensibility.” European Journal of Cultural Studies, vol. 10, no. 2, 2007, pp. 147–166.
https://doi.org/10.1177/1367549407075898

Banet-Weiser, Sarah. Empowered: Popular Feminism and Popular Misogyny. Duke University Press, 2018.

Ahmed, Sara. The Cultural Politics of Emotion. Edinburgh University Press, 2004.

Ahmed, Sara. The Promise of Happiness. Duke University Press, 2010.

Davis, Lennard J. Enforcing Normalcy: Disability, Deafness, and the Body. Verso, 1995.

Garland-Thomson, Rosemarie. Extraordinary Bodies: Figuring Physical Disability in American Culture and Literature. Columbia University Press, 1997.

Kafer, Alison. Feminist, Queer, Crip. Indiana University Press, 2013.

Abidin, Crystal. Internet Celebrity: Understanding Fame Online. Emerald Publishing, 2018.

Duffy, Brooke Erin. (Not) Getting Paid to Do What You Love: Gender, Social Media, and Aspirational Work. Yale University Press, 2017.

Banet-Weiser, Sarah, Gill, Rosalind, and Rottenberg, Catherine (eds.). Postfeminism, Popular Feminism and Neoliberal Feminism? Feminist Theory special issue, 2020.

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