Opinion Today: RushTok is like royal-watching through Mason-jar-tinted glasses

There’s a meaning behind the whiteness, and traditional femininity, of the Bama Rush phenomenon. [View in browser](~/AAAAAQA~/RgRmyHpSP4QpAWh0dHBzOi8vbWVzc2FnaW5nLWN1c3RvbS1uZXdzbGV0dGVycy5ueXRpbWVzLmNvbS90ZW1wbGF0ZS9vYWt2Mj9jYW1wYWlnbl9pZD0zOSZlbWM9ZWRpdF90eV8yMDIzMDgyMyZpbnN0YW5jZV9pZD0xMDA2ODAmbmw9b3Bpbmlvbi10b2RheSZwcm9kdWN0Q29kZT1UWSZyZWdpX2lkPTc3Njc0OTUyJnNlZ21lbnRfaWQ9MTQyNjkwJnRlPTEmdXJpPW55dCUzQSUyRiUyRm5ld3NsZXR0ZXIlMkY4YTJjOTYzMi0yMTQzLTVhNDMtODhiMS0xZWM1ODUzYTc0NDEmdXNlcl9pZD1hYTQ5MWVmN2YxZDk2NGU0OTc5ZmI3ODRlNzRlMDFkN1cDbnl0Qgpk21L15WSjigukUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAAAM~)|[nytimes.com](~/AAAAAQA~/RgRmyHpSP0SxaHR0cHM6Ly93d3cubnl0aW1lcy5jb20vP2NhbXBhaWduX2lkPTM5JmVtYz1lZGl0X3R5XzIwMjMwODIzJmluc3RhbmNlX2lkPTEwMDY4MCZubD1vcGluaW9uLXRvZGF5JnJlZ2lfaWQ9Nzc2NzQ5NTImc2VnbWVudF9pZD0xNDI2OTAmdGU9MSZ1c2VyX2lkPWFhNDkxZWY3ZjFkOTY0ZTQ5NzlmYjc4NGU3NGUwMWQ3VwNueXRCCmTbUvXlZKOKC6RSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAAw~~)[Continue reading the main story](#a11y-skip-ad-marquee) [Marquee Ad](~/AAAAAQA~/RgRmyHpSP0SYaHR0cHM6Ly9saXZlaW50ZW50Lm5ld3lvcmt0aW1lc2luZm8uY29tL2NsaWNrP3M9MTYyMTM5JmxpPVRZJm09YWE0OTFlZjdmMWQ5NjRlNDk3OWZiNzg0ZTc0ZTAxZDcmcD1UWV8yMDIzMDgyMyZ0ZT0xJm5sPW9waW5pb24tdG9kYXkmZW1jPWVkaXRfdHlfMjAyMzA4MjNXA255dEIKZNtS9eVko4oLpFIbdHJpc3RyYW1iYWxkd2luOTBAZ21haWwuY29tWAQAAAAD) [Read more from Opinion](~/AAAAAQA~/RgRmyHpSP0TAaHR0cHM6Ly93d3cubnl0aW1lcy5jb20vc2VjdGlvbi9vcGluaW9uP2NhbXBhaWduX2lkPTM5JmVtYz1lZGl0X3R5XzIwMjMwODIzJmluc3RhbmNlX2lkPTEwMDY4MCZubD1vcGluaW9uLXRvZGF5JnJlZ2lfaWQ9Nzc2NzQ5NTImc2VnbWVudF9pZD0xNDI2OTAmdGU9MSZ1c2VyX2lkPWFhNDkxZWY3ZjFkOTY0ZTQ5NzlmYjc4NGU3NGUwMWQ3VwNueXRCCmTbUvXlZKOKC6RSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAAw~~) August 23, 2023 By Anna Marks Editorial Assistant, Opinion This summer I was accosted by RushTok — the TikTok craze that follows the sorority sisters and prospective pledges at the University of Alabama — and found myself unable to avert my eyes. If you told me a few years ago that I’d spend my free time watching 50 or so women (mostly spray-tanned, bottle blond and robed in coordinating pastels) dance in sync on the porch of an antebellum-style mansion, I would have said you were crazy. But after the first RushTok video graced my feed, I unwittingly became one of millions of people swept up in the cinematic universe of Bama’s historically white sororities. The more of these videos I saw, the more unsettled I became. I couldn’t figure out why the summer obsession of so many was wrapped up in traditional ideas about womanhood, beauty and status. I began to wonder what, exactly, the phenomenon of RushTok reveals about the impulses of American culture. To find an answer, I turned to the Times Opinion columnist Tressie McMillan Cottom, a sociologist whose work often examines the way social codes shape our culture and communities. She just so happens to live and teach in North Carolina, a place where the long arm of the Deep South still informs daily life. [In her column](~/AAAAAQA~/RgRmyHpSP0TeaHR0cHM6Ly93d3cubnl0aW1lcy5jb20vMjAyMy8wOC8yMi9vcGluaW9uL2JhbWEtcnVzaC10aWt0b2stcmFjZS5odG1sP2NhbXBhaWduX2lkPTM5JmVtYz1lZGl0X3R5XzIwMjMwODIzJmluc3RhbmNlX2lkPTEwMDY4MCZubD1vcGluaW9uLXRvZGF5JnJlZ2lfaWQ9Nzc2NzQ5NTImc2VnbWVudF9pZD0xNDI2OTAmdGU9MSZ1c2VyX2lkPWFhNDkxZWY3ZjFkOTY0ZTQ5NzlmYjc4NGU3NGUwMWQ3VwNueXRCCmTbUvXlZKOKC6RSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAAw~~), Tressie examines the way RushTok — and the sororities it captures — puts “peak neo-antebellum white Southern culture on display.” She argues that when thinking about the university’s comfort with RushTok alongside its lukewarm attempts to integrate historically white sororities, all this rushing business begins to look like a master class in “the social reproduction of the entire region’s cultural, economic and political elite.” In Alabama, Tressie writes, that elite derives its power from traditional ideas about womanhood, an old-boys network of power and the relics of segregation. When we’re watching Bama Rush, Tressie says, we’re royal-watching, albeit “through Mason-jar-tinted glasses.” [Read the column](~/AAAAAQA~/RgRmyHpSP0TeaHR0cHM6Ly93d3cubnl0aW1lcy5jb20vMjAyMy8wOC8yMi9vcGluaW9uL2JhbWEtcnVzaC10aWt0b2stcmFjZS5odG1sP2NhbXBhaWduX2lkPTM5JmVtYz1lZGl0X3R5XzIwMjMwODIzJmluc3RhbmNlX2lkPTEwMDY4MCZubD1vcGluaW9uLXRvZGF5JnJlZ2lfaWQ9Nzc2NzQ5NTImc2VnbWVudF9pZD0xNDI2OTAmdGU9MSZ1c2VyX2lkPWFhNDkxZWY3ZjFkOTY0ZTQ5NzlmYjc4NGU3NGUwMWQ3VwNueXRCCmTbUvXlZKOKC6RSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAAw~~). [[Article Image] Gary Cosby Jr./Imagn](~/AAAAAQA~/RgRmyHpSP0TeaHR0cHM6Ly93d3cubnl0aW1lcy5jb20vMjAyMy8wOC8yMi9vcGluaW9uL2JhbWEtcnVzaC10aWt0b2stcmFjZS5odG1sP2NhbXBhaWduX2lkPTM5JmVtYz1lZGl0X3R5XzIwMjMwODIzJmluc3RhbmNlX2lkPTEwMDY4MCZubD1vcGluaW9uLXRvZGF5JnJlZ2lfaWQ9Nzc2NzQ5NTImc2VnbWVudF9pZD0xNDI2OTAmdGU9MSZ1c2VyX2lkPWFhNDkxZWY3ZjFkOTY0ZTQ5NzlmYjc4NGU3NGUwMWQ3VwNueXRCCmTbUvXlZKOKC6RSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAAw~~) [TRESSIE MCMILLAN COTTOM In Alabama, White Tide Rushes On Bama Rush is like royal watching through Mason-jar-tinted glasses. By Tressie McMillan Cottom](~/AAAAAQA~/RgRmyHpSP0TeaHR0cHM6Ly93d3cubnl0aW1lcy5jb20vMjAyMy8wOC8yMi9vcGluaW9uL2JhbWEtcnVzaC10aWt0b2stcmFjZS5odG1sP2NhbXBhaWduX2lkPTM5JmVtYz1lZGl0X3R5XzIwMjMwODIzJmluc3RhbmNlX2lkPTEwMDY4MCZubD1vcGluaW9uLXRvZGF5JnJlZ2lfaWQ9Nzc2NzQ5NTImc2VnbWVudF9pZD0xNDI2OTAmdGU9MSZ1c2VyX2lkPWFhNDkxZWY3ZjFkOTY0ZTQ5NzlmYjc4NGU3NGUwMWQ3VwNueXRCCmTbUvXlZKOKC6RSG3RyaXN0cmFtYmFsZHdpbjkwQGdtYWlsLmNvbVgEAAAAAw~~) [Continue reading the main story](#a11y-skip-universal-0) ADVERTISEMENT [Ad](~/AAAAAQA~/RgRmyHpSP0SXaHR0cHM6Ly9saXZlaW50ZW50Lm5ld3lvcmt0aW1lc2luZm8uY29tL2NsaWNrP3M9NTk3ODUmbGk9VFkmbT1hYTQ5MWVmN2YxZDk2NGU0OTc5ZmI3ODRlNzRlMDFkNyZwPVRZXzIwMjMwODIzJnRlPTEmbmw9b3Bpbmlvbi10b2RheSZlbWM9ZWRpdF90eV8yMDIzMDgyM1cDbnl0Qgpk21L15WSjigukUht0cmlzdHJhbWJhbGR3aW45MEBnbWFpbC5jb21YBAAAAAM~) Here’s what we’re focusing on today: Editors’ Picks [ROUND TABLE ‘I Don’t Think Trump Will Be the Nominee’: Three Writers Preview the First G.O.P. 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