Reject Modernity, Embrace Tradition: Unpacking Gender Roles in Social Media Performances of the Good Life

Abstract

What do JD Vance, tradwife influencers, and the “sprinkle sprinkle” movement have in common? They all have something to do with the increasing popularity of an apparent return to traditional gender roles. This thesis is an intersectional investigation of women’s gender roles in relation to class and race as they appear in different performances of “the good life” on social media. Through a series of personal essays, this thesis explores how these media examples represent a deeper political unhappiness with present conditions. This thesis takes the time to unpack the different sides of discourse surrounding each subject, and counters the rapid turnover of social media content which often leads to misinformation and inflammatory reactions. I unveil what specific causes for unhappiness are perhaps at work in these media examples: capitalism, white supremacy, and patriarchy. By interweaving both personal experience with rigorous analysis, this thesis traverses the boundaries of public and private, and allows readers to both feel emotional resonance and critically engage with what these expressions of gender roles reveal about our political moment