The twisted economy of “ rushtok ”: some influencers of sorority guarantee can pay their tuition fees, but they flee hatred online and reactions

Darnell has so far been the embodiment of Rushtok, a week -long marathon who has teenagers in the schools of the country meticulously documenting their efforts to win a sorority place during the colorful recruitment process, girly and enigmatic known as Rush Week.

Reactions to the content that once catapped her in glory – describing his life as a member of Zeta Tau Alpha at the University of Alabama – had become so negative that it affected her mental health, she said.

“This year, it was like a completely different level of hatred,” said Darnell.

Citing the need to protect the prospects of harassment, many sororities have made similar movements, issuing a de facto ban not to speak to the press or publish on social networks during the advanced week at Alabama, where nearly 13,000 students participate in the largest Greek life on the country’s campus.

A secular tradition

Throughout the country, Rush is generally a 10 -day event where “new potential members” try sororities through cycles of activity prescribing a strict slate of outfits and label. In the case, girls often submit “social curriculum vitae” and letters of recommendation of the elders of the sorority.

Participation often requires a revealing price.

After sometimes spending tens of thousands of dollars on outfits, makeup and plane tickets, each of the 2,600 recruits this week paid $ 550 to participate. It is not refundable if they are not chosen. If they are accepted, they will pay an average of $ 8,400 per semester to live in the sorority house, or $ 4,100 if they live elsewhere, according to the Alabama Panhellenic Association.

The pressure can be so intense that an industry of consultants now helps girls to sail in the often mysterious criteria to win the desired sorority. Some bill up to $ 10,000 for months of service that can start in high school.

Throughout Rush, many events are reserved for the invitation. At any time, girls can receive a dreaded call informing them that they have been abandoned – that a sorority is no longer interested in letting them join. The matches are finally made on the day of the offer, because the prospects classify the choices and the sides make offers.

Morgan Cadenhead, now 20, won such an audience on Rushtok despite her abandonment that she covered most of her tuition fees with social networks. Then came the social cost when it was criticized online for criticizing Greek life. Now, the major in marketing – presented on the “guide of the mother of the sorority of Lifetime!” – said she was looking for offline work.

A zealous Tiktok following

A fixation with Rush has been renewed when sororities resumed recruitment in person after the pandemic.

Social media has become flooded with “day hold” videos and “prepare with me” showing members of the sorority and recruits in well-lit parts, displaying the wear of creators at exorbitant prices or parts purchased on Amazon, always properly organized.

The Greek life of Alabama drew attention before, when its traditionally white sides joined racically, accepting their first black members in 2013. Pulled by demonstrations following allegations of racial discrimination, the University agreed with the Ministry of Justice in 2016 to encourage diversity. Today, black students outside of traditionally black sororities and fraternities represent 2% of the total number of Greek members, says the University website.

Meanwhile, online attention to Rush has led to books, a polarizing documentary and the reality TV series, expanding the attraction of southern southern in particular, according to Lorie Stefaneli, a new York-based consultant who flies to Tuscaloosa each year for Rush.

Stefaneli trains girls from across the country, and around a third of its customers are part of Alabama. She says that many are attracted to the dynamic representations of fraternity, showing female friendships which can ensure that girls feel seen and supported.

“This is the reason why many of them want to go to Alabama, it is because they see it on Tiktok,” said Stefaneli.

The recruits said to stop publishing – or

If they gain enough followers to become social influencers, participants in Rushtok can earn advertising revenues and brand offers. Darnell’s publications have brought its financial independence, more than covering the $ 58,000, it costs it each year to attend Alabama outside the State.

Rush can be fun and help girls strengthen confidence, but it is also an “emotional mountain”, especially for girls who feel that they need to reveal themselves to a massive audience, said Stefaneli. She responds to telephone calls at all hours of the night during the peak week.

“I am literally therapist, I’m talking about these girls about a edge,” she said.

Many inbound first -year students told the Associated Press this week that they were expressly prohibited from speaking with the media or even publishing Rush in Alabama. Darnell said that the most selective “old row” houses will automatically abandon the prospects that do so.

“Now many girls come to university to be influencers,” she said. “It somehow bothers fraternity.”

Some incoming first -year students – including Darnell’s sister, 19, Izzy, with a wide suite of social media – have chosen to publish anyway, satisfactory to demand that can reach millions of views in a few days.

IZZY DARNELL – which would not share its choices for the sorority before the day of the candidacy on Saturday – said that the meaning of the meaning of his older sister equipped it to navigate the criticisms and the potentially predatory commercial offers. But she is concerned about the way other girls could manage fame and money.

“I just fear what some girls will do because they think they have to do it,” said Izzy Darnell.