Anyone who has scrolled through social media in the past few weeks must have seen these videos.
Morning in Puerto Rico: Kendall Kay, 25, poses for the camera in silk pajamas—in her kitchen—and says, “The first thing I do when I wake up is mix a green juice. And an iced coffee for Luke.” Then I clean our room, and I start my twenty-something skincare routine. Min. Later, I’ll write a diary, do Pilates, and iron Luke’s T-shirts.” Under the hashtag “Stay-at-Home Girlfriend,” Kai takes a deep look at her daily life on Tiktok and Instagram.
The Home Sweetheart’s job is to manage the household, take care of the friend – who is often well paid – and look especially beautiful at the same time. Her idol: Bree Van de Kamp from the TV series “Desperate Housewives”.
Anyone scrolling through social media recently may have come across this hashtag. The keyword “Stay-at-Home Girlfriend” under the Tiktok video has appeared over 134 million times. The women allow their partner to finance their livelihood and live a life as in 1950, only without children.
Studies: Young people are progressive
Part of the internet is jealous, and part is mean. “The role is not comfortable,” says psychotherapist Felix Hof. We have missed out on a lot in terms of equality measures in our society. “Women generally work both paid and unpaid hours per day. So it is not surprising that some people find it tempting to be able to dedicate an entire day to what they prefer.”
For Stephanie Hefner, 30, of consultancy Generation Z Neoviso, only a minority use this trend: “Studies show that today’s youth have a progressive attitude towards life and are clearly in favor of gender equality.”
However, Generation Z is more self-confident than anyone before it and celebrates its choices in public. “She doesn’t feel compelled to conform to any particular image of feminism. Anyone who wants a life without a job can still be a strong woman.”
An alternative to “girlboss” culture?
Right-wing influencers are also known to be looking for followers on social media. They associate seemingly apolitical posts with right-wing ideas. SonntagsBlick would have liked to speak to his “stay-at-home girlfriends”, but all inquiries went unanswered.
Kai told the Russian online newspaper The Insider that she sees her lifestyle as an alternative to the so-called “master girl” culture. “I want to show other women that it doesn’t have to be everything and everywhere. As long as they decide what they want to do, they have the power.” With small individual jobs, content creation and production of multimedia content, it has a “certain” financial independence.
Many users are now taking the hashtag parodies and flooding Tiktok with parodies. For social media expert Mike Schwede, the hashtag is essentially evidence of clever marketing: “Instagram and Tiktok users deliberately focus on controversial topics in order to gain followers. So that people are as angry or excited as possible, grab the keys and comment. The more participation, the greater the spread of the virus. »
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