MomTok, Mormonism, and the Evolution of Online Influence

The Rise of "MomTok" and Dirty Sodas

• 🥤 The phenomenon of "MomTok" centers around the cast of "The Secret Lives of Mormon Wives," a reality show on Hulu, known for their elaborate "dirty sodas" – sodas jazzed up with syrups and creamers.
• 🎯 These drinks, often from franchises like Swig, serve as a non-alcoholic "go-go juice" for Mormon women who abstain from alcohol and coffee, with the "Dirty Dirty" (Dr. Pepper, coconut, lime, half-and-half) being a notable example.
• 💡 Despite initial skepticism, the "Dirty Dirty" is described as surprisingly good, with the coconut and lime cutting the edge of the Dr. Pepper and the half-and-half adding a smooth texture.

"Momfluenced" and the Weaponization of Feminism

• 💬 Author Sara Petersen discusses how "MomTok" influencers, while claiming to modernize Mormonism and break stigmas around gender roles, often weaponize a superficial understanding of feminism for personal gain.
• 💰 This "commodification feminism" is seen as a way to support themselves through capitalism while presenting themselves as champions of women's choices.
• ⚠️ Hypocrisy is evident as they perpetuate backwards thinking, seen in storylines where Taylor's family pressures her to reconcile with an ex who cheated, or Jen's ostracization due to depression after her husband's hurtful comments.

The Business of Friendship and Influence

• 📈 The "MomTok" community is portrayed less as a genuine friendship group and more as a business, with constant internal struggles over who belongs and what the "business" actually entails.
• 🤝 The core activity is posting videos together, a fact highlighted by one member's question, "What is the business?"
• 🌟 The show's arc seems to be about succession, with Taylor, the initial catalyst, facing personal issues, leading to a power struggle between other members like Macy and Whitney.

Mormonism, Motherhood, and Modernity

• 🤰 The show touches upon the central role of motherhood in Mormon culture, with Jen's crisis of faith, marriage, and mental health compounded by an unexpected pregnancy, which effectively closes off other life options.
• 🚫 The narrative avoids discussing reproductive autonomy, highlighting the rigid expectations placed on Mormon women regarding pregnancy and marriage.
• 🗣️ The Mormon church has publicly addressed media portrayals that distort faith, suggesting a disconnect between the church's teachings and the lifestyles depicted in shows like "The Secret Lives of Mormon Wives."

Evolution from Blogging to Boundary-Pushing

• ✍️ Early Mormon mommy bloggers focused on written word, discussing the gritty realities of motherhood and maternal mental health, serving as lifelines for many women.
• 📸 This evolved into a more visual medium, with influencers like Naomi Davis pioneering sponsored content and affiliate marketing.
• 🚀 "MomTok" represents a further evolution, leveraging TikTok's algorithmic nature and visual-first approach, pushing boundaries with themes of swinging and sex positivity, which starkly contrasts with the earlier, more introspective blogging era.