"As in so many other areas, the spotlight is on them. A very recent example: in Spain, we know Rocio Lopez well. Known on social media as RoRo, last year she sparked controversy by turning her recipe videos into a veritable ode to class exhibitionism, with a pretense of pleasing her partner, Pablo, that bordered on subservience."
"The menu Pablo wanted was the slogan accompanying the menu created by the influencer for a well-known hamburger chain. Because Pablo Santos's wishes were orders, and those orders translated into recipes that could take hours in front of the camera, presented with the impeccable esthetic of someone who can dedicate time not only to cleaning and baking, but also to their appearance."
"Lopez has also found time to participate in cooking talent shows and attend streamer Ibai Llanos's dinner parties. The message these domestic goddesses convey is that women who cultivate their appearance and prioritize domesticity will find a husband who supports them. Husbands are secondary characters. When they appear in their wives' posts, they're usually a kind of benevolent background figure, meant to show how happy traditional marriage can be without drawing too much attention, says Sara Petersen, author of Momfluenced."
Tradwife influencers present curated domestic personas that function as a social media mirage, often earning significant income from cultivated domesticity and aesthetics. These creators showcase spotless homes, elaborate meals, and refined appearances while rarely revealing the men they claim to serve. The male partners remain background figures whose desires are framed as directives that shape content and labor. The persona promises that grooming appearance plus domestic labor yields a supportive husband, yet the real dynamics and material arrangements behind these relationships remain obscured. The tradwife trope depends on a presumed head-of-household husband who is largely unseen and unexamined.
Read at english.elpais.com
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