The internet’s favorite programming is back on: #RushTok season is officially upon us.

If this is your first time tuning in, “rush” is the informal name for the recruitment process in which college students in the U.S. vie for a spot in a Greek organization at their campus. On #RushTok, potential new members (PNMs) document their experience rushing different sororities, typically those affiliated with the National Panhellenic Conference.

The phenomenon first went viral in 2021, thanks to the University of Alabama. The hashtag #BamaRush now has more than 1.3 million posts, setting the blueprint for how pledge week plays out on TikTok. Since then, #RushTok has evolved into a full-blown internet subculture, with more than 67 million posts at the time of writing.

The duality of #rushtok

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