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Making a contribution to democratic media education: Michaela Kramer and Franziska Bellinger. Right-wing populist and anti-feminist movements are on the rise. Social media channels such as TikTok offer followers a platform where they can successfully reach young people — often disguising their messages as harmless lifestyle content.
A research team at the UoC has set out to develop empirically based educational materials that arm young people against these trends. A young woman — blonde curls and dressed in pink from head to toe — sits at her kitchen table talking to her audience about some of the principles that guide her life: she never leaves the house alone at night and always lets her husband know where she is.
In her world, a woman should submit to her husband and serve him. Helping her husband is something she sees as a blessing. Cooking, baking, caring for the children and supporting their husbands Estee Williams, with her perfect hair and doll-like appearance, is one of the most famous tradwives of all.
Many of these influencers are keen to assure us that this lifestyle, reminiscent of the dubious ideal of privileged white women in the s, is their free choice. Tradwives fit into a broader anti-feminist and anti-progressive genre of social media messages. For example, in a TikTok video posted by the so-called Alpha Brotherhood, one of these self-proclaimed alpha males explains that women should always love their man more than the other way round.
Otherwise, the woman will lose respect for him. And it goes without saying that men are only attracted to young, fertile women. The political character of the tradwife and alpha bro scenes becomes apparent in their proximity to right-wing populist movements. In the US, for example, tradwives are closely associated with the strict conservative and Christian fundamentalist political camp.
Bellinger sees anti-feminism on social media as a kind of bridging ideology, a possible entry point for more extreme ideologies. According to the Shell Youth Study in German , interest in political issues is growing among young people and social media is playing an increasingly important role in shaping political opinion.
Election results worldwide show that right-wing and right-wing populist content is particularly popular on social media platforms: In Germany, the AfD is more successful on TikTok than any other party, and in the UK, the Reform UK party led by right-wing populist Nigel Farage is the strongest.
In the run-up to the parliamentary elections in both countries, these parties specifically targeted young voters on social media. Young people sometimes find it difficult to recognize anti-feminist content as political and to think critically about it, says Bellinger.
This makes much of the right-wing populist camp socially acceptable. The educational NGO mediale Pfade - Verein für Medienbildung e. The project team not only researches anti-feminism on TikTok, it also develops open educational resources for schools and educational institutions to raise awareness among young people of the political dimension of much of the content.
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One thing is for sure: social media will continue to be an integral part of democracy education and socialization in the future. The researchers and the partner organization are working to develop practical results as quickly as possible. The educational materials for the 15—25 age group will be available as early as the summer.
The project chose to focus on TikTok because it is currently particularly popular among teenagers and young adults. However, TikTok is also characterized by an anti-feminist attitude. For example, many queer topics are censored there. Both Bellinger and Kramer see queerphobia as part of the wider discourse of anti-feminist ideologies promoted by the platform, alongside content featuring conservative to reactionary images of women.
On the other hand, TikTok has a number of features that make it particularly suitable for cleverly conveying political content.