The Patriarchy’s New Branding: From Tradwives to Soft Girls With Dr. C. Nicole Mason

Under the Influence with Jo Piazza

Jo Piazza, Influence Inc.

Society & Culture, Parenting, Kids & Family, Personal Journals, Technology

4.3 • 787 Ratings

🗓️ 12 August 2025

⏱️ 42 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

The patriarchy is getting a rebrand. From tradwives to “soft girl” culture, conservative influencers are using the language of feminism to sell women a polished version of submission. In this episode, Dr. Nicole Mason, the policy expert who coined the term “she-cession,” explains how this messaging is pulling women out of power and why the left still doesn’t have a strong counter-narrative. The conversation digs into the unfinished business of feminism, why equality feels so hard to sustain, and how younger women are being seduced by curated fantasies of homemaking and “letting men lead.” Nicole also shares insights from her groundbreaking U.S. Women’s Power and Influence Index and breaks down what is really behind the stubborn wage gap. This is a conversation about power, work, motherhood, and the cultural battle over women’s choices and how we can finally stop carrying it all alone. Subscribe to Dr. Mason's newsletter here. Learn more about Future Forward Women here. Follow Dr. Mason on Instagram here. Join our newsletter community here. ORDER EVERYONE IS LYING TO YOU here. Visit our lovely sponsors here. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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0:00.0	If you haven't tried Abercrombie denim yet, you're missing out.
0:03.8	Denim should fit like this.
0:06.0	It's all about proportions.
0:07.7	Abercrombie has their classic fits and athletic fits for guys who want a little more room in the thigh.
0:13.1	When you find your staple fit, it'll be the pair you reach for day after day for every plan.
0:19.2	Shop Abercrombie denim in the app, online and in store.
0:27.3	I need posters, socials, and a presentation by Friday.
0:31.8	Oh, I'm swamped.
0:33.1	Try Adobe Express.
0:34.9	It's fast with thousands of high-quality templates, stock images and fonts.
0:40.2	You can even print and deliver straight to your door.
0:42.6	Really?
0:43.6	Plus the AI features help turn your text prompts into images, captions and templates easily.
0:49.3	Perfect.
0:50.3	Adobe Express, the quick and easy create-anything app, free.
1:02.6	Hey all, Joe here and you are listening to Under the Influence.
1:06.4	Today I want to talk about something that I've been seeing a lot on social media and also in just
1:11.5	regular old school media. Lately the world has started using the language of feminism to try
1:18.4	to sell women a version of the patriarchy, a version of giving up their agency, and becoming
1:24.1	more submissive to men with really, really good branding.
1:29.8	And Tad Wives for just one example of that, I've been talking about it so much on the road on book tour for everyone is lying to you.
1:37.4	Have you ordered it yet, by the way?
	...

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