One Is Not Born a Homemaker: A Feminist Anthropological Netnographic Study of Homemaker Culture Online

The tradwife trend is often traced to the COVID-19 lockdowns of 2020, when sourdough starters and vintage 1950s aesthetics flooded social media feeds. But a re-embrace of domesticity was already visible in mommy blogs and domestic lifestyle spaces nearly a decade prior to the pandemic. The tradwife was not the origin of this cultural movement. It was a shiny needle in the much larger haystack of homemaker culture that scholarship, media coverage, and public discourse had overlooked while fixating on the more visible and politically charged trend. This feminist anthropoligcal netnographic study examines the homemaker culture that predates, surrounds, and outlasts the tradwife trend on Instagram and TikTok. Conducted from October 2025 through April 2026, this study analyzes publicly available posts, videos, and captions from US American self-identifying cisgender, heterosexual, predominantly White homemaker creators using snowball hashtag sampling. The hashtag disproportion discovered in the data, 122K posts under #tradwife versus 938K under #homemaker, confirms that the homemaker identity was always the original and more durable formation all along. Four interlocking themes emerged from the data. First, the relationship between the tradwife trend and homemaker culture reveals that the tradwife was a brief, hypervisible trend that obscured the larger homemaker community before retreating back into it. Second, an anti-modern contradiction connects anti-technology behavior and anti-government ideology through a shared logic of opting-out, circulated profitably through the very platforms and institutions being rejected. Third, an anti-feminist rhetoric functions as misplaced anti-capitalism, redirecting legitimate grievances about the exhaustion of working outside the home while still bearing the majority of domestic and caregiving labor onto feminism rather than capitalist conditions that produced those grievances. Fourth, a wellness-to-conservatism pipeline recruits women into traditional domesticity through the language of health, purity, and maternal protection, beginning with clean eating and unmedicated birth and ending in an assorted combination of homeschooling, vaccine skepticism, and government distrust This paper argues that homemaker ideology and culture online persist not despite critique but through its ability to effectively evade it. The homemaker aesthetic, rooted in a 19th century homestead imaginary, reaches further back than the politically charged tradwife trend ever did, into a vision of self-sufficiency and simplicity that feels too ancient, simple, and natural to be politically ideologically loaded. That aesthetic distance is precisely what provides homemaker culture its allure and power. One is not born a homemaker. One becomes one through time, space, and the algorithm.