{"id":16301,"date":"2025-08-16T16:50:48","date_gmt":"2025-08-16T16:50:48","guid":{"rendered":"https:\/\/topat10.com\/?p=16301"},"modified":"2025-08-16T16:50:48","modified_gmt":"2025-08-16T16:50:48","slug":"the-twisted-economics-of-rushtok-some-sorority-pledge-influencers-can-pay-their-tuition-but-theyre-fleeing-online-hate-and-backlash","status":"publish","type":"post","link":"https:\/\/topat10.com\/?p=16301","title":{"rendered":"The twisted economics of \u2018RushTok\u2019: Some sorority pledge influencers can pay their tuition, but they\u2019re fleeing online hate and backlash"},"content":{"rendered":"\n

Kylan Darnell became an overnight celebrity in the TikTok niche that documents the glitzy, ritualistic recruitment process for sororities. As a 21-year-old rising senior four years later, she\u2019s taking more of her sorority life offline.<\/p>\n

\n

Darnell has until now been the embodiment of RushTok, a week-long marathon that has teens at schools around the country meticulously documenting their efforts to land a cherished spot in a sorority during the colorful, girly and enigmatic recruitment process known as rush week.<\/p>\n

Reactions to the content that once catapulted her to fame \u2014 depicting her life as a Zeta Tau Alpha member at the University of Alabama \u2014 had become so negative that it was affecting her mental health, she said.<\/p>\n

\u201cThis year it was just like a whole different level of hate,\u201d Darnell said.<\/p>\n

Citing a need to protect prospects from harassment, many sororities have made similar moves, issuing a de facto ban against talking to the press or posting on social media during rush week at Alabama, where almost 13,000 students participate in the nation\u2019s largest on-campus Greek life.<\/p>\n

A centuries-old tradition<\/h4>\n

Across the country, rush is typically a 10-day event where \u201cprospective new members\u201d try out sororities through rounds of activities prescribing a strict slate of outfits and etiquette. In the lead-up, girls often submit \u201csocial resumes\u201d and letters of recommendation from sorority alums.<\/p>\n

Participation often requires an eye-opening price tag.<\/p>\n

After spending sometimes tens of thousands of dollars on outfits, makeup and plane tickets, each of this week\u2019s 2,600 recruits paid $550 to participate. It\u2019s non-refundable if they don\u2019t get picked. If accepted, they\u2019ll pay an average $8,400 a semester to live in the sorority house, or $4,100 if they live elsewhere, according to the Alabama Panhellenic Association.<\/p>\n

The pressure can be so intense that an industry of consultants now helps girls navigate the often mysterious criteria for landing a desired sorority. Some charge up to $10,000 for months of services that can begin in high school.<\/p>\n

Throughout rush, many events are invite-only. At any point, girls can get a dreaded call informing them they\u2019ve been dropped \u2014 that a sorority is no longer interested in letting them join. Matches are finally made on bid day as prospects rank top choices and sororities make offers.<\/p>\n

Morgan Cadenhead, now 20, gained such an audience on RushTok despite being dropped that she covered most of her tuition with income from social media. Then came the social cost as she was slammed online for criticizing Greek life. Now the marketing major \u2014 featured on Lifetime\u2019s \u201cSorority Mom\u2019s Guide to Rush!\u201d \u2014 said she\u2019s looking for offline work.<\/p>\n

A zealous TikTok following<\/h4>\n

A fixation with rush was renewed when sororities resumed in-person recruiting after the pandemic.<\/p>\n

Social media became flooded with \u201coutfit of the day\u201d and \u201cget ready with me\u201d videos showing sorority members and recruits in well-lit rooms, sometimes flaunting exorbitantly priced designer wear or pieces purchased on Amazon<\/a>, always precisely curated.<\/p>\n

Alabama\u2019s Greek life got attention before, when its traditionally white sororities\u00a0racially integrated<\/a>, accepting their first Black members in 2013.\u00a0Targeted by protests<\/a>\u00a0following\u00a0allegations of racial discrimination<\/a>, the university agreed with the Justice Department in 2016 to encourage diversity. Today, Black students outside of traditionally Black sororities and fraternities represent 2% of the total Greek membership, the university website says.<\/p>\n

Meanwhile, online attention to rush has led to books, a polarizing documentary and the reality television series, widening the appeal of sororities in the South in particular, according to Lorie Stefaneli, a New York City-based consultant who flies to Tuscaloosa each year for rush.<\/p>\n

Stefaneli coaches girls from around the country, and about a third of her clients enroll at Alabama. She says many are drawn by the vibrant depictions of sisterhood, showing female friendships that can ensure girls feel seen and supported.<\/p>\n

\u201cThat\u2019s the reason why a lot of them want to go to Alabama, is because they see it on TikTok,\u201d Stefaneli said.<\/p>\n

Recruits told to stop posting \u2014 or else<\/h4>\n

If they gain enough followers to become social influencers, RushTok participants can earn ad revenue and brand deals. Darnell\u2019s posts brought her financial independence, more than covering the $58,000 it costs her annually to attend Alabama from out-of-state.<\/p>\n

Rush can be fun and help girls build confidence, but it\u2019s also an \u201cemotional rollercoaster,\u201d especially for girls who feel they need to reveal themselves to a massive audience, Stefaneli said. She answers phone calls at all hours of the night during rush week.<\/p>\n

\u201cI\u2019m literally a therapist, I\u2019m talking these girls down from a ledge,\u201d she said.<\/p>\n

Numerous incoming freshmen told The Associated Press this week that they were expressly prohibited from speaking with the media or even posting about rush at Alabama. Darnell said the most selective \u201cOld Row\u201d houses will automatically drop prospects who do.<\/p>\n

\u201cNow a lot of girls just come to the university to be influencers,\u201d she said. \u201cIt kind of gets in the way of sisterhood.\u201d<\/p>\n

Some incoming freshmen \u2014 including Darnell\u2019s 19-year-old sister Izzy, with a vast social media following of her own \u2014 have chosen to post anyway, satisfying a demand that can reach millions of views within days.<\/p>\n

Izzy Darnell \u2014 who wouldn\u2019t share her choices for sorority ahead of Saturday\u2019s bid day \u2014 said her older sister\u2019s acumen has equipped her to navigate criticism and potentially predatory business deals. But she worries about how other girls might handle the fame and money.<\/p>\n

\u201cI just fear what some girls will do because they think they have to,\u201d Izzy Darnell said.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

Kylan Darnell became an overnight celebrity in the TikTok niche that documents the glitzy, ritualistic recruitment process for sororities. As a 21-year-old rising senior four years later, she\u2019s taking more of her sorority life offline. Darnell has until now been the embodiment of RushTok, a week-long marathon that has teens at schools around the country […]<\/p>\n","protected":false},"author":852,"featured_media":16302,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[123],"tags":[],"class_list":["post-16301","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business"],"yoast_head":"\nThe twisted economics of \u2018RushTok\u2019: Some sorority pledge influencers can pay their tuition, but they\u2019re fleeing online hate and backlash | Unlock Informed Choices with Us<\/title>\n<meta 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Riddle, The Associated Press","author_link":"https:\/\/topat10.com\/?author=852"},"uagb_comment_info":2,"uagb_excerpt":"Kylan Darnell became an overnight celebrity in the TikTok niche that documents the glitzy, ritualistic recruitment process for sororities. As a 21-year-old rising senior four years later, she\u2019s taking more of her sorority life offline. Darnell has until now been the embodiment of RushTok, a week-long marathon that has teens at schools around the country…","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/posts\/16301","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/users\/852"}],"replies":[{"embeddable":true,"href":"https:\/\/topat10.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=16301"}],"version-history":[{"count":0,"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/posts\/16301\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/topat10.com\/index.php?rest_route=\/wp\/v2\/media\/16302"}],"wp:attachment":[{"href":"https:\/\/topat10.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=16301"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/topat10.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=16301"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/topat10.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=16301"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}