The Illusion of ‘Tradwives': Social Media's Domestic Fairytale
“Tradwives,” or traditional TikTok wives, are often portrayed as the ideal homemakers of 2025, but as Mariola Cubells points out, they may be little more than a social media mirage. These influencers, reminiscent of the character Betty Draper from *Mad Men*, often generate significantly higher incomes than the husbands they profess to serve. Yet, a critical question lingers: who are these husbands quietly enjoying the fruits of domestic labor?
Roc铆o L贸pez: A Case Study
In Spain, Roc铆o L贸pez, known as RoRo on social media, exemplifies this trend. Last year, she caused a stir with her recipe videos that served more as a showcase of class and aesthetics than simple meal preparation. Her featured slogan, “the menu Pablo wanted,” emphasized her adherence to pleasing her partner, Pablo Santos, while producing visually appealing content that requires extensive time and effort. In addition to her influencer role, L贸pez engages in cooking competitions and attends high-profile events.
The Message of Traditional Domesticity
Through their curated content, these so-called domestic goddesses convey a strong message: women who focus on physical appearance and domestic duties can secure supportive husbands. Sara Petersen, author of *Momfluenced*, notes that husbands often serve as background figures, underscoring an idealized version of traditional marriage without drawing attention to themselves.
The Role of Husbands in the Tradwife Narrative
Anna North highlights a critical aspect of tradwives: the necessity of a husband who embodies authority as the head of the household. These “trad husbands” are often depicted so peripherally that their existence appears almost fictitious, provoking questions about men's roles in contemporary family dynamics. North raises valid concerns regarding whether young men aspire to traditional husband roles or seek alternatives.
Rigid Gender Roles and Economic Implications
In茅s Echevarr铆a, founder of Uttopy and a specialist in corporate awareness, points out the rigidity of the tradwife model. Even as women monetize their domestic roles鈥攍ike Roc铆o L贸pez with nearly five million Instagram followers鈥攖he dynamic remains unchanged: the husband as the symbolic authority and the wife as the caregiver. This scenario can trap both partners in restrictive identity scripts, harming their relationship dynamics.
Felix James Miller, co-host of *Truth, Beauty, Comics*, voices concern that the narrative surrounding tradwives lowers expectations for husbands, relegating them to mere financial providers. He emphasizes the need for men to adopt a more sacrificial view of service within relationships, rather than the entitled attitude that some portray.
The Consequences of an Outdated Model
Erick Pescador Albiach, a sociologist and sexologist, argues that these husbands uphold a traditional role that expects minimal emotional engagement or shared responsibility in caregiving. Observing young men, he is alarmed by the idolization of these “trad husbands,” suggesting this cultural representation hinders the progress of gender equality and perpetuates unequal caregiving dynamics. Pescador states that many women still bear the burden of caregiving, with statistics revealing that a significant percentage abandon their career ambition upon becoming mothers.
Communication Gaps in Gender Dynamics
Despite the prominence of tradwives as content creators, Anna North notes a disconnection where their husbands are not participating in discussions among men. This disconnect raises questions about the stagnation of traditional masculinity in a changing social landscape.
The Unseen Husbands: Heirs to Obscurity
In the United States, trad husbands remain largely unseen, often working in conventional roles while their wives shine on social media. As Adam Stanaland, psychology professor at the University of Richmond, observes, this can appear mundane compared to the attention-grabbing personas of figures like Andrew Tate.
Conclusion
The rise of tradwives illustrates a complex interplay of gender roles in the digital age. While these influencers thrive in the spotlight, their husbands exist in the background, raising critical questions about modern masculinity and partnership dynamics.
