Raging Over Rush

Greek life recruitment, also known as rush, is an extensive, multi-day process in which students are introduced to different Greek life organizations. This process takes place in early fall, usually within the second week of the semester, with fraternity rush happening in the first half of the week and sorority rush in the second. At UNC, four governing councils oversee the different organizations which includes the Multicultural Council, Interfraternity Council, Panhellenic Council and the National Panhellenic Council. Each council represents a different section of Greek life based on organization culture and operation. During rush, students participate in different events tailored to expand their understanding of how each sorority or fraternity builds community and contributes to campus. 

It is a particularly unique college experience. One requiring extensive planning and enthusiastic involvement from active members. It is an experience connecting thousands of students across the nation. 

In recent years, there has been a large amount of online attention surrounding the recruitment process. Bigger universities, typically those in the Southeastern Conference, have gotten incredibly popular online during rush week due to the extravagance and intricate planning. Videos circulating online about the rush process, including exorbitant events, lavish outfits and themes and emotionally charged reactions to house bids, have stirred intense buzz. One school in particular seems to have been the root of this internet frenzy. 

#BamaRush popularity began around five years ago on TikTok when potential new members at the University of Alabama began posting highly coordinated and detailed outfits pertaining to themes and featuring high-end brands. After this trend, the popularity seemed to snowball quickly, leading to other schools joining in and highlighting their rush process. Greek rush went from a small TikTok trend to a national phenomenon, inspiring great media attention from major news outlets, brand partnerships with major corporations such as Nike and leading to a documentary film about the intensity of the week. 

The effects of this online phenomenon are not only impacting larger schools, but arguably Greek life at smaller universities such as UNC in a more prevalent way. The popularity of #BamaRush has reshaped opinions of what Greek rush and Greek life as a whole realistically is like, especially at smaller schools. Greek life students and facilitators at UNC emphasize that Greek rush is something meant to help students find a place where they feel welcomed.

Keri Knight, director of student activities and fraternity and sorority life, works to separate UNC’s rush process from the superficial ideas stemming from the trends. 

“I don't want people to feel like they have to be performative,” Knight said. “I want people to not say, ‘Oh, I don't just fit in here, but I belong here.’” 

Student leaders such as Maya Oakley, vice president of recruitment experience, emphasized the sense of belonging that Greek life can bring.

“SEC rush is nothing like what we have going on here,” Oakley said. “The process is focused on values and connections instead of looks.” 

It isn't just UNC that is reeling from the effects of #RushTok. Universities across the nation are feeling the impacts of its overwhelming popularity. Kailyn Kinnkennon, former chapter president and Panhellenic Council president at the University of Puget Sound in Tacoma, Washington, noticed the impacts on both her experience as a member and the opinions of non-affiliated students. 

“In some ways, I really love the traction that social media has given to sororities, as when it is used properly it can showcase philanthropy, member engagement strategies, and chapter dynamics,” Kinnkennon said. “However…in an age where anonymity is becoming more prevalent, there are so many platforms for people to be hateful towards sororities or sorority members. 

#BamaRush and the overall popularity of Greek rush online have sparked continuous conversation and interest in joining Greek life. But it appears that rather than highlighting the benefits that many Greek organizations provide students, it has created superficial and restrictive opinions. At its core, Greek life is about fostering a space where students feel they belong, create lifelong connections and build social and leadership skills. Despite the conflicting public image, UNC is a school that is ensuring its Greek organizations stay true to this. 

“To think about so many students feeling lonely and not having a sense of belonging, it just broke my heart,” Knight said. “With fraternity and sorority life, when you join the chapter, you have a family.”