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Resumo

This study examines the motivations and strategies of women participating in the Red Pill Women's subreddit, a community that espouses traditional gender roles while navigating the gendered expectations of neoliberal capitalism. Red pill adherents subscribe to the beliefs that biology determines how men and women act, and that men are naturally dominant over women. Drawing on a qualitative analysis of approximately 2,000 subreddit comments, this research examines how participants negotiate their identities within the framework of hegemonic femininity. The findings reveal that, while these women endorse traditional femininities, they actively engage in strategic negotiations to attain femininity premiums, such as social status, financial security, and access to 'high-value' partners. Red Pill women selectively adapt Red Pill ideologies to minimize their loss of agency within the Red Pill framework. These gender negotiations are influenced by neoliberal pressures, emphasizing individual responsibility and self-optimization within patriarchal structures.

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