When 7-year-old Sydney Nowak noticed dirty sodas – non-alcoholic beverages made popular by Hulu’s The Secret Lives of Mormon Wives – on the menu at a Las Vegas Top Golf, she was stunned. Even more surprising was her 19-year-old cousin from the UK recognizing the drink.

“I never expected someone from another country to know what a dirty soda is, but it’s become so relevant in pop culture today,” Nowak said.

The Secret Lives of Mormon Wives chronicles the lives of eight married Mormon women in their 20s and early 30s living in Utah. The show’s first season became Hulu’s most-watched unscripted original series of the year and the third most-viewed original series across major streaming platforms during its premiere week, according to Nielsen. A second season is now in production.

This unconventional hit offers a buttoned-up alternative to the salacious reality shows dominating TV. It’s also part of a broader trend elevating unexpected voices to the forefront of pop culture.

Gen Z’s ‘Real Housewives’

Sydney Nowak and her friend Hannah Jaeger, both from Southern California, found themselves immersed in the cultural phenomenon of The Secret Lives of Mormon Wives. Their podcast, BusyBabes, frequently discusses the series. Nielsen data reveals that Gen Z and young millennials comprised 54% of viewers during its peak week.

“You know how older generations were obsessed with The Real Housewives? This might be our version of that,” Nowak said in a recent podcast episode.

Before their Hulu fame, the eight Utah-based women built significant followings on TikTok as part of the #MomTok community, where they showcased their lives as young Mormon mothers. Collectively, they amassed nearly 16 million followers across platforms.

The Allure of Mormon Culture

Carnegie Mellon University’s English professor Kathy M. Newman attributes the fascination with these women to America’s long-standing intrigue with distinct cultural groups. Mormon traditions like abstaining from coffee and alcohol while indulging in quirky drinks like dirty sodas captivate outsiders.

“It’s a prurient interest in a culture perceived as different,” Newman said.

TikTok boosted the Mormon wives’ visibility in 2022, especially after Taylor Frankie Paul revealed a scandal involving “soft-swinging” – consensual partner sharing among Mormon couples. According to Lisa Filippilli of Select Management Group, the series was already in development when the scandal exploded, accelerating its production timeline.

“This group of women was always special. It was about finding the right moment and partners to bring their story to life,” Georgia Berger of Select Management Group told Collider.

The Rise of the #Tradwife

In parallel, other Mormon influencers like Nara Smith and Hannah Neeleman have led the viral #Tradwife trend. Millions of young viewers are captivated by Smith’s old-fashioned cooking and fashion, or they scour Neeleman’s social media for signs of the “oppressed wife” narrative outlined in a viral Sunday Times article.

Joel Penney, a communications professor at Montclair State University, suggests this fascination isn’t purely about shock value. Amid the pandemic, global conflicts, and economic challenges, younger generations have experienced a deep sense of disillusionment and are seeking structure and meaning.

“There’s anxiety about losing direction,” Penney said. “Reclaiming traditional roles provides clarity, identity, and purpose.” He likened the trend to historical shifts like the rise of the Moral Majority in the 1970s as a reaction to the 1960s counterculture.

Pushing Boundaries

Despite their ties to traditional values, the Mormon wives challenge conservatism within their community. The show addresses taboo topics, including sex and divorce, offering a nuanced portrayal of their lives. According to producers, this progressive edge is central to the series’ appeal.

“It keeps me on the edge of my seat,” Nowak said.

By blending tradition and modernity, The Secret Lives of Mormon Wives resonates deeply with a new generation seeking meaning and entertainment in unexpected places.

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Many U.S. politicians advocating for a TikTok ban due to national security concerns still actively use the platform to connect with voters, highlighting a stark contradiction in their actions and rhetoric.

TikTok as a Campaign Tool

According to an analysis by NBC News, at least 49 members of Congress, five officials in President Joe Biden’s administration, and President-elect Donald Trump have verified TikTok accounts. Notably, 23 of these Congress members voted for legislation supporting a potential TikTok ban. Despite this, they used the platform extensively to campaign, share their beliefs, and shape their public personas.

The widespread use of TikTok among politicians, even those advocating against it, underscores the platform’s unparalleled reach. For many Americans, TikTok has become a primary source of information, making it an indispensable tool for political campaigns.

TikTok’s Unique Appeal to Politicians

Cheyenne Hunt, a former Democratic congressional candidate and advocate for tech regulation, described the political use of TikTok as “an interesting balance.” She explained that politicians are drawn to the platform’s unique algorithm, which allows them to reach millions of viewers organically without paid promotion or pre-existing popularity.

“Increasingly, TikTok is the main source of news for most Americans,” Hunt said. “It’s where people are, and it’s where they’re engaged.”

However, Hunt cautions against targeting TikTok exclusively. She argues that other tech giants, such as Meta, pose similar privacy and security concerns, yet receive less scrutiny.

Trump and Biden: TikTok Campaigns

Donald Trump, who sought to ban TikTok in 2020, launched his official TikTok account in June 2024 as part of his presidential campaign. He quickly amassed 14.6 million followers, making him the most-followed U.S. politician on the platform. His content, which includes rally clips, voter interactions, and collaborations with influencers, consistently receives high engagement and positive feedback.

In contrast, President Biden joined TikTok in February 2024 for campaign purposes but faced criticism for his apparent inconsistency. While his administration worked to enforce a potential sale of TikTok to an American company, Biden’s TikTok account remained active, later supporting Vice President Kamala Harris’s campaign.

Conflicting Positions and Public Perception

Trump’s embrace of TikTok marked a reversal of his earlier stance. However, because he adopted the platform after leaving office, his shift appears more organic. Biden and Harris, on the other hand, continued to oppose TikTok’s Chinese ownership even as they used it to campaign, leading to accusations of hypocrisy.

“The hypocrisy is stark,” Hunt said. “They’ve called TikTok a national security threat, yet they rely on it to reach voters.”

TikTok’s Role in Congress

More than 20 members of Congress who voted for a TikTok ban still maintain active accounts. For instance, Rep. Jeff Jackson of North Carolina, who has 2.2 million followers, apologized to his audience for supporting the ban. He explained that classified briefings revealed “genuinely alarming” information about TikTok. However, his continued use of the platform helped him connect with voters and ultimately win his bid for North Carolina Attorney General.

Similarly, other representatives, such as Rep. Jasmine Crockett of Texas, keep their TikTok accounts active primarily to prevent impersonators, even if they no longer post due to security concerns.

The Senate: Party-Line Voting and TikTok Use

In April 2024, the Senate voted overwhelmingly in favor of legislation requiring TikTok’s sale, with 79 supporting the measure and 18 opposing it. Among those who voted for the legislation were Sen. Cory Booker of New Jersey and Sen. Jon Ossoff of Georgia, both of whom have large TikTok followings. Booker continues to use TikTok to campaign and support Democratic efforts, while Ossoff has been inactive since 2021.

On the opposing side, Sen. Bernie Sanders of Vermont, who has the largest TikTok following in the Senate at 1.5 million, voted against the bill. His account focuses on high-quality videos of speeches and interactions with constituents.

The Bigger Picture: Tech Policy vs. Political Convenience

Despite the ongoing debate over TikTok’s future in the U.S., the platform remains a vital tool for politicians to connect with voters. Hunt argues that the focus should shift from banning individual platforms to passing comprehensive tech regulation.

“Until we stand up to big tech lobbies and create strong data privacy laws, we’re not truly addressing the issue,” Hunt said. “Targeting individual apps instead of implementing broad consumer protections leaves us vulnerable.”

Conclusion

TikTok’s influence on American politics is undeniable. Politicians across the aisle, even those advocating for its ban, continue to rely on its massive reach to engage voters and shape their campaigns. This contradiction highlights the complex relationship between modern technology and political strategy.

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