Housewife Blogger and The Paradoxical Influence in Gender Roles and Self-Perception

Abstract

The rise of digital media platforms, notably TikTok, has seen the emergence of housewife bloggers sharing their daily chores. Initially driven by interest, these bloggers have transitioned into a profession marked by standardized content and commercialization. While offering career opportunities, their portrayal of household chores reinforces traditional gender roles. This article discusses the reason why housewife bloggers are popular from the aspects of emotional resonance and social comparison theory, summarizes the common features of these bloggers as “protagonist rather than dominant”, “limited space and repetitive labor” and “performing ‘reality’ ”, and thus explores the paradoxical impact of housewives integrating into society to create value and further imprisoning themselves in this identity or feeling anxious about not being able to create direct value, shedding light on its implications for gender roles and self-perception in the digital age, providing new thinking for the impact of digital media on social life from the perspective of gender division of labor.