Let’s talk about that University of Alabama sorority recruitment video

By Teresa mathew

August 17, 2015

By Teresa mathew

August 17, 2015

At first glance, it may seem odd that a video containing nothing but a bunch of girls and an upbeat soundtrack would garner Internet backlash. The video, which was released by the University of Alabama’s Alpha Phi chapter to promote their sorority before Bid Day (when recruits are told which sororities they have been accepted into), features sorority members dancing around campus, blowing kisses at the camera, and giving each other piggy-back rides in bikinis. It was viewed over 500,000 times in a week before the video was deleted and the sorority shut down their social media presence. The video is garnering some seriously heavy backlash, and let’s talk about why.

There seem to be two main charges leveled against the video: A lack of racial diversity and the reinforcement of sexist attitudes commonly held in regards to sororities and sorority girls. Most of the girls in the video are blonde, thin, and immaculately groomed; if there is a single woman of color in the sorority, she is nowhere to be seen.

“It’s all so racially and aesthetically homogeneous and forced, so hyper-feminine, so reductive and objectifying, so Stepford Wives: College Edition.” Wrote A.L. Baily in a guest opinion column for AL.com. The column is what initially put the spotlight on the video. “Are they recruiting a diverse and talented group of young women embarking on a college education? Upon first or even fifth glance, probably not. Hormonal college-aged guys? Most assuredly yes.”

Alabama’s Associate Vice President for University of Relations Deborah Lane released a statement politely condemning the video: “The video is not reflective of UA’s expectations for student organizations to be responsible digital citizens. It is important for student organizations to remember what is posted on social media makes a difference, today and tomorrow, on how they are viewed and perceived.”

The university also said, “of the total number of women who accepted bids, 214 were minorities, a number that increased by nearly 13 percent. And, the number of African American students who received bids increased by 19 percent, to 25.”

In general, the University of Alabama does not have a sterling reputation when it comes to diversity in Greek life. Two years ago, The Crimson White, The University of Alabama’s student newspaper, published an article detailing the segregation of white sororities and how one talented Black recruit was denied admission based solely on her race.

While Alpha Phi was not among the sororities singled out in The Crimson White article, the video makes it clear that they have taken no great pains to rectify the situation.

In response to the criticism, Alpha Phi has made both their Facebook page and Instagram feed private, and removed their Twitter and Tumblr accounts.

The video is sure to draw a wide range of responses, and we don’t want to jump on the attack bandwagon when it comes to other women.

But it’s hard to watch this video without the concern that its reinforcing certain stereotypes about sororities—from homogenous beauty standards, to a distinctly stereotypical male-gaze centered idea of what gives women value and makes them desirable.

We have absolutely no doubt that the girls featured in this video had no intention to cause the uproar that has ensued, we just wish that their hearts, their souls and what makes them so uniquely awesome were the tools they were using to recruit and build their very next pledge class.

Take a look at the video, which has been taken down from the sorority’s channel but still lives (as all things do) on the Internet. It’s sure to start a conversation, and it’s 100% a conversation we should be having.

https://www.youtube.com/watch?v=h3EHm6iT3hM