TradWives, Dating Coaches, and Co. – A Typology of Women anti-feminist Influencers on TikTok and Instagram

Anti-feminism is a central element of right-wing ideologies and at the same time is itself a widespread ideology. Anti-feminism thus fulfills an important bridging function for right-wing actors. Departing from this understanding of anti-feminism this qualitative study uncovers the role of women within contemporary (online) anti-feminism and their involvement in mainstreaming radical right ideas. While previous studies have identified various actors within the so-called 'manosphere', such as Incels or so-called Pick-up-Artists, this qualitative study aims to shed light on the global phenomenon of women anti-feminist influencers on visual social media platforms. Grounded in digital ethnographic data and a literature review, a typology of women anti-feminist influencers on TikTok and Instagram was developed. The typology reveals that women anti-feminist influencers adopt different roles to disseminate their anti-feminist ideas and to mainstream radical right ideologies. For example, as so-called TradWives, anti-feminist influencers sell anti-feminism as a lifestyle while at the same time concealing their (radical right) political agenda. Anti-feminist dating coaches and esoteric coaches integrate anti-feminism into their business models and teach women how to be a #HighValueWomen or frame feminism as a supposed threat to one’s mental health. In addition to these anti-feminist lifestyle influencers and online coaches, others act as explicitly political influencers such as anti-feminist right-wing political commentators. These findings point to the unique role that women play as influencers within contemporary (online) anti-feminism. By providing an overview of different women anti-feminist actors as well as their narratives and strategies this study contributes a nuanced understanding of anti-feminism as a societal issue and its function for mainstreaming radical right ideas.