Akademik Veri Yönetim Sistemi
FEMINIST MEDIA STUDIES, cilt.0, sa.*, ss.1-20, 2026 (SSCI, Scopus)
This research contributes to debates on self-branding, affective
labour, and gender performance by demonstrating how digital
femininity is not only visualized but also strategically commercia-
lized in contemporary social media cultures. We aim to examine
how female influencers who adopt the tradwife identity on
Instagram commodify femininity, domesticity, and conservative
gender roles within the framework of platform capitalism.
Drawing on a visual thematic analysis of 100 posts from 10 tradwife
influencers, we coded nine major and fifty minor themes to explore
patterns of domestic representation, aesthetic labour, and ideolo-
gical messaging. Grounded in feminist media theory and postfemi-
nist critique, the study reveals that femininity is reframed not as
subservience but as a marketable lifestyle marked by serenity, care,
and curated authenticity. The results demonstrate that themes like
Appearance & Style, Family & Relationships, and Domestic Labor &
Food dominate visual content, particularly among influencers who
run their own businesses. The complementary quantitative analyses
also show significant relationship between visual strategies and
monetization patterns. Our findings suggest that tradwife branding
operates as both a commercial and ideological enterprise: promot-
ing submission as elegance, motherhood as entrepreneurship, and
tradition as emotional aesthetics