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“Selling Sisterhood”: (Re)Viewing White Sorority Women’s Self-Portrayals in Recruitment Videos

Abstract
Amidst the contemporary higher education and student affairs research landscape, there is a critical need to explore how sororities engage social media — specifically how their participation in these particular mediums may reinforce negative stereotypes about these organizations. This qualitative study engaged a content analysis of the top 100 most viewed National Panhellenic Conference (NPC) sorority recruitment videos. Findings highlight how many of these videos overwhelmingly cast strong signals to viewers regarding gender, race, and social class. Findings suggest that researchers and practitioners must better understand how these videos overtly and covertly highlight sorority life on college campuses and the implications therein.
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2021-06-16
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Journal of Sorority and Fraternity Life Research and Practice
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https://scholarworks.wm.edu/cgi/viewcontent.cgi?article=1170&context=oracle&unstamped=1
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SellingSisterhood.pdf
Adobe PDF, 221.51 KB
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DOI
https://doi.org/10.25774/skw5-zk97
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https://scholarworks.wm.edu/handle/internal/13736
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