From Flowers to Fascism? The Cottagecore to Tradwife Pipeline on Tumblr

In this work, we collected and analyzed social media posts to investigate an aesthetic-based pipeline where users searching for Cottagecore content may find Tradwife content co-opted by white supremacists. Through quantitative analysis of over 200,000 Tumblr posts and qualitative coding of about 2350 Tumblr posts, we did not find evidence of an explicit radicalization. We found that problematic Tradwife posts found in the literature may be confined to Tradwife-only spaces, while content in the Cottagecore tag generally did not warrant extra moderation. However, we did find evidence of a mainstreaming effect in the overlap between the Tradwife and Cottagecore communities. In our qualitative analysis, there was more interaction between queer and Tradwife identities than expected based on the literature, and some Tradwives even explicitly included queer people and disavowed racism in the Tradwife community on Tumblr. This could be genuine, but we propose that this is an example of mainstreaming, where white supremacists re-brand their content and follow platform norms to spread ideologies that would otherwise be rejected. In addition, through temporal analysis, we observed a change in the central tags used by Tradwives in the Cottagecore tag pre- and post-2021. Initially, these posts focused on aesthetics and hobbies like baking and gardening, but post-2021, the central tags focused more on religion, traditional gender roles, and homemaking—all of which align with white supremacist rhetoric about womanhood.