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.
Kaitlynn Beaird, Arkansas Tech University; Steve D. Mobley, Jr., University of Alabama; and ShirDonna Y. Lawrence, University of Iowa
"“Selling Sisterhood”: (Re)Viewing White Sorority Women’s Self-Portrayals in Recruitment Videos,"
Oracle: The Research Journal of the Association of Fraternity/Sorority Advisors: Vol. 16:
01, Article 7.
Available at: https://scholarworks.wm.edu/oracle/vol16/iss01/7