The Sociology and Legal Studies Winter Speaker Series presents: Dr. Kaitlynn Mendes

Abstract: In recent years, there has been an explosion of interest in “tradwives,” or “traditional wives.” Tradwives’ popularity has been most observed on TikTok, a platform that facilitates identity-laden performances. Far from a harmless TikTok trend, pundits have decried tradwives as mainstreaming far-right and neo-fascist political ideologies that would limit women’s participation in the public sphere.  

However, little empirical research has sought to tease out what exactly is underlying the tradwife phenomenon. In our work, we explored 262 TikTok videos using #tradwife. We find that tradwives elide any singular conceptualization. Tradwives contain a varied set of aesthetics and narratives, from “homestead wives” who embrace an “off-the-grid” lifestyle of self-sufficiency, to “alt-wives,” who sport non-traditional body modifications, like tattoos and piercings, but reject the promises of modern feminism. This work signals that we ought to think of tradwives as a diverse group with heterogeneous methods and reasons for contesting contemporary gender roles. 

Bio: Kaitlynn Mendes is a sociologist whose work sits at the intersection of media, education, and politics. Her research and teaching adopt an intersectional feminist perspective to better understand and combat gender inequalities and their relationship with media technologies. Using a mixed methods approach, she explores how digital technologies pave the way for new forms of online abuse, while simultaneously being used to challenge sexism, sexual violence, rape culture, and harassment in on and offline spaces. Insights from her research have been used to inform policies, practices, and public understanding on contemporary gender inequalities. Kaitlynn is also the Principle Investigator on 5-year SSHRC project DIY: Digital Safety and is Director of the Gender, Equity, Media, and Society (GEMS) Research Lab.