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Sorority recruitment at the University of Alabama , better known as "Bama Rush," has become a viral cultural moment, with thousands watching to see which houses incoming freshmen join.

It’s a week defined by carefully coordinated outfits, whirlwind conversations, and now, millions of TikTok views. While rush has always been a high-stakes tradition in the South, the social media age has turned it into a viral spectacle.

Videos from the University of Alabama's sorority rush week went viral on TikTok in 2021. The #bamarush and #alabamarush hashtags on TikTok have attracted millions of views during the past few years and continue to do so.

"It's emotional boot camp. It's psychological warfare," Brandis Bradley, a sorority coa

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