The article analyses the transformation of symbolic boundaries concerning women’s work by focusing on two interrelated narratives: the feminist movement and the tradwife community. In the face of post-pandemic challenges and growing criticism of neoliberal capitalism, notions of success and self-fulfillment are being redefined, particularly in the context of women’s dual workloads of paid employment and domestic labor. The category of work is reconsidered as a multidimensional experience extending beyond the capitalist market and the logic of productivity. In particular, attention is paid to how tradwives perceive this notion, detaching it from paid careers and attempting to re-establish the value of domestic and care work. The article points out that although tradwives criticize neoliberal values, their social media activity often fits into the capitalist logic of content monetization. The analysis also shows that both feminism and tradwives reflect on structural inequalities and highlight the need to develop reliable solutions to the challenges of the contemporary world.
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