Pretty pins and anonymous confessions: the sharing of seemingly innocuous content with the ‘tradwife’ hashtag on Pinterest and Whisper

The “tradwife” movement is a conservative social movement that promotes “traditional” lifestyles. Whilst other research has studied the movement across social media finding extremist and white supremacist content, the movement’s use of imageboards is understudied. Therefore, this exploratory research analyzed content posted with the hashtag ‘tradwife’ on Pinterest and Whisper. While neither dataset contained overtly extremist themes, anti-feminist themes were present, with the findings suggesting that imageboards attract different communities which curate distinct norms, vocabularies, and interpretations of the movement, and contain confusion as to what tradwife means, how it is different from a housewife, and what feminism stands for.