Sometimes an Instagram photo of freshly made strawberry jam, jars lined up symmetrically on a patterned tea towel, isn’t just a picture of preserves, says Kathryn Andronowitz ’26 (CLAS).

Sometimes a photo like that, in a crisp kitchen with only a dirtied wooden spoon and sticky sweet mixing bowl in the background, represents something far more concerning that threatens the advancements women have made in the workplace and elsewhere outside the home, she says.

“There’s nothing wrong with being a housewife or homemaker,” Andronowitz says. “I’m not trying to demean these women who are posting about that. My problem is in how some housewife influencers present it and how it’s part of a bigger narrative that, I believe, is ultimately harmful to women because of how it naturalizes women in the home while brushing off feminism as no longer necessary.”

In her study, “The Business of Domesticity: A Study on Homemaker Influencers on Instagram,” Andronowitz is looking at the four themes she sees as connecting those 20-something-year-old women who’ve built a brand making videos of themselves effortlessly straining off the liquid whey in a batch of homemade ricotta cheese.

The first is consumer capitalist logic, or how they operate as branded identities and use their platform to promote products. Next is the fantasy idealization aspect of their accounts, or how they present their idealized lifestyle without showing the inevitable drawbacks, fails, and bad days that happen as part of life.

Third is their promotion of alternative wellness and health, that is making food, sometimes even ingredients, from scratch. And last is their assertion their values are under attack, or that society believes they shouldn’t be mothers, religious, or stay at home.

“They present their content in a way that makes sense to the average viewer. If you’re not thinking about it too deeply, it’s presented in a way that depicts the homemaker role as the most natural, fulfilling, even morally correct, path for women,” she says. “It’s only when you take a step back that you see how easy it is for people to get caught up and uncritically romanticize being a homemaker.”

Andronowitz, a double major in English and sociology, says she started to see posts from tradwives, a term for “traditional housewives” that was popularized around 2020, show up in her social media feed and questioned their promotion of traditional gender roles and denunciation of feminism.

Such influencers typically adhere to beliefs that were popular in the 1950s, namely that women stay home to raise children and keep house while men serve as breadwinners, Andronowitz explains. Oftentimes, tradwives go as far as saying they should be subservient to their husbands and are depicted in classic dress, with busts pushed up and waists cinched, while performing everyday tasks around the home.

“It’s certainly valid for women to feel undervalued or caught up in the hustle of a capitalist society,” Andronowitz concedes, “but inspiring women to say to themselves, ‘I’m going to choose to step back into a slow life and leave it to the man to make the money,’ flips the script to an individual solution and turns on collective feminist aims.”

Her project, being completed as part of a 2024-25 undergraduate research fellowship through the UConn Humanities Institute, looks at Instagram accounts with between 50,000 and 500,000 followers that predominantly feature white women generally without the male head of household anywhere near the camera.

On these accounts, viewers find beautifully shot videos of zinnia-filled flower gardens, bubbling sourdough bread starter, and homemade beeswax candles that entice them to continue scrolling, she notes.

“Their identities are complicated by the fact that they are content creators and entrepreneurs, so they display a lot of creativity and agency, which is an interesting contrast to how homemakers are typically perceived,” she says, adding she worries nonetheless about its aestheticized appeal.

“Young women can be influenced from an even earlier age, long before they make decisions like whether they want to go to college or whether they want to get married,” Andronowitz says. “These very traditional roles can put women in situations that are very repressive.”