Tradwives rising, rising, rising…falling, falling, falling

I’m hoping that the right-wing troll economy is bottoming out. We’re living with the dregs of a few decades of far-right hyperbole generating wealth from rage clicks, but Alex Jones is being taken to the cleaners at last, Tucker Carlson has been banished from Fox News, Steve Bannon is going to jail — maybe people will start realizing that outrageous hate is only going to tap the wallets of a minority of bigots, and that has some downsides. Still, that’s a fruitful line of grift, since the subjects are all gullible and delusional.

The latest goofy grift is tradwives: women who put on dresses and makeup and go online with videos about how they really love staying at home, taking care of their man, cooking and cleaning and popping out babies (the babies are usually not in the videos — they’re catering to men who don’t want the tedium of dealing with actual children, that’s what women are for.) It seems there is a strong market among conservatives for subservient women who are content to be servile.

There is a contradiction in that, since why are these women, who are supposed to be quietly working in the kitchen and bedroom, using media to become popular with the public? No worries, conservatives have been soaking in that contradiction since the days of Phyllis Schlafly.

Is it possible, though, that they can go too far, breaking the illusion? Maybe not — the segment of the public that was unable to see through Andrew Tate’s bullshit may be impervious to reason — but one tradwife, Lilly Gaddis, recently pushed the limits by being too transparently trollish. Amanda Marcotte explains her breakthrough moment:

In the video, Gaddis is decked out in the standard tradwife gear of a cleavage-baring sundress and a cross necklace to justify the sexualized marketing. She is vaguely arranging food while providing a rant tailor-made to tickle the reactionary male brain. She accuses immigrants and Black women of being “gold-diggers,” while insisting Christian white girls like herself will love you, pathetic male viewer, solely for your masculine might, even if you are “broke.” She is going for maximum shock value, dropping not just the n-word, but other five-dollar curses that are clearly meant to to offer a transgressive thrill, coming from a young woman playing at being a more scantily clad June Cleaver.

Some people are trying to defend her by saying she accidentally dropped some racial slurs, but how do you do that by mistake? This was an intentional ploy, and she later confirmed it by arranging interviews on Alex Jones’ show and by promoting Nick Fuentes. Being one attractive women among many making Christmas cookies is not going to make you stand out; being the attractive woman making cookies while damning immigrants with racial epithets is distinctive. For now. The next Lilly Gaddis is going to have to up her game and do much worse.

This wannabe Christian influencer is so obviously out for attention, so it’s tempting to ignore this story in hopes of not letting her have it. Still, Gaddis is an important illustration of the vicious cycle of greed and far-right radicalism driven by the social media ecosystem. The field of strivers wishing to be America’s next top troll is growing faster than can be maintained by the existing audience of incels, white supremacists and other miscreants radicalized online. Becoming the next big thing means attracting the coin of the authoritarian realm: liberal outrage. Yet as liberals get numb to the constant barrage of fascist provocation, the trolls have no choice but to up the ante. So this is how we get a woman in an apron pretending to cook on TikTok while dropping the most notorious of racial slurs.

I’d like to think it can’t go much further before the whole grift disintegrates as a parody of itself, but there is a real segment of the populace that falls for “influencers” all the time, and by their nature seem to be stupid enough to favor far-right bigotry. It’s promising, though, that Lilly Gaddis was fired from her job and banned from Tik Tok, so maybe she’s going to flame out and fall back into the obscurity she deserves.