Homemaking in Hashtags: A Rhetorical Study of Hannah Neeleman’s #Tradwife Narrative Across Social Media

This study analyzes the rhetorical construction of Hannah Neeleman’s “tradwife” persona across TikTok, Instagram, and her commercial website. Using Fisher’s narrative paradigm and McGee’s fragmentation thesis, it examines how curated domestic imagery, entrepreneurial branding, and selective storytelling shape cultural narratives of femininity, domestic labor, and agency. Focusing on August 2024 posts following a high-profile media controversy, the analysis reveals how fragmented digital content generates emotional coherence despite ideological contradictions. The findings demonstrate how audiences assemble meaning from partial narratives, illustrating the persuasive power of fragmented rhetoric in shaping contemporary discourse on gender and traditional values.