The book of Mormon influence

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1:20You deserve to feel great. Book your virtual visit today at joinmidi.com. That's joinmidi.com. Why are there so many Mormon influencers? Mom talk blew up overnight. I gained like 60 ,000 followers in a week. Like, whoa, whoa, whoa. Like, this is crazy.

1:45Jonquilyn Hill:One of the biggest stories in pop culture this week is that Taylor Frankie Paul is out as the Bachelorette. If you don't know who that is, here's the quick and dirty. She got the gig as lead in ABC's dating show after starring in a Hulu reality series. I created MomTalk. It's a group of Mormon moms making TikToks. The upcoming season of The Bachelorette was canceled after she got into a fight with the father of her youngest child. The police were called and an old video of her putting him in a headlock surfaced. Now, this may sound like typical reality TV fodder, but given the fact that Taylor Frankie Paul is Mormon, headlining The Bachelorette was big news in and of itself.

2:30Jonquilyn Hill:But there are actually a ton of Mormons in the pop culture spotlight these days. Just turn on your TV. Dancing with the stars, getting a double dose of Mormon wives. A quick lesson on how to be a good Mormon. Don't drink, don't swear, treat your body like a temple. Or check out some of the latest lifestyle trends. We are making sourdough bread. We're going to do a tutorial video of step-by-step how to make your first sourdough loaf. Have you heard about dirty sodas? Well, I'm excited. Cheers, America. Let's try dirty sodas. It's very interesting. And there's a pretty good likelihood you'll run across a woman affiliated with The Church of Jesus Christ of Latter-day Saints.

3:12Jonquilyn Hill:I'm John-Clinn Hill. And this week on Explain It to Me from Vox, what's behind the Mormon momentum and what happens when pop culture and religion collide?

3:26I'm Bridget Reed. I'm a futures writer at New York Magazine. I cover all kinds of oddities and phenomena.

3:35Jonquilyn Hill:Okay, so in your latest piece, you write about the rise of Mormon influencers and TV stars. And you talk about a woman who really helped pioneer influencing as we kind of know it today. Who is she? Yeah, that woman is named Rachel Parcell. And she had a blog in the mid-2010s called Pink Peonies. And today I'm going to show you guys my favorite accessories that I'm loving for spring. She was one of the first true influencers on the internet where instead of just having a blog, sharing her life, she was actually linking to the products she was buying, the clothes, how she was decorating her home, what she was buying her kids, and then linking that stuff, actually making money off the links and having followers kind of mimic her lifestyle.

4:26And there you have it, a fun idea to coordinate with your little girl or your little boy. You can shop everything in the carousel below. Ayla, can you say bye? Bye, mom. Explaining that now feels almost silly because it's endemic to how people live and make money online. But this was long before that was actually an income. And, you know, Rachel was a stay-at-home mom. She's practicing Mormon in Utah. And it really became a job for her because it was something she could do while being at home when she eventually had children. So she's kind of a pioneer, as the Mormons were in the state of Utah, of the influencing industry as we know it.

5:12Jonquilyn Hill:Yeah, it's interesting that Mormon women have been pioneering these trends and kind of the way social media works. Why are they so good at doing that? And Mormonism as a religion, first of all, is quite a gendered religion in that women really do have a very specific role, which is as caretakers in the home. You could think of it as a quite traditional sort of domestic division, right, where women take care of the kids, take care of the home. And that's really what they're supposed to be striving for. We're going to church every Sunday with our girls, and we really do plan to kind of just carry on.

5:49Jonquilyn Hill:What we both were raised in is… Spend the morning with me as a member of the Church of Jesus Christ of Latter-day Saints or a Mormon mom. We have to be to church in 20 minutes and neither of my girls are even awake yet. Mormon women have long been exceptional homemakers. You know, who's baking the best thing to bring to the temple? Who is making their kids homemade Halloween costumes? This is something that's been going on for years and years. And, you know, when you think about social media and kind of performing who you are online, that behavior is learned behavior that Mormons are already so good at.

6:27And that combined with a sort of unique history in Utah where a lot of people are really online. Utah has a very specific role in the tech industry that's maybe lesser known than someplace like California. But Mormons embrace technology really quickly. And then the third thing is that they share. Mormonism is a very close-knit religion. Many Mormons live in Utah, so they're also really closely kind of concentrated. Everybody knows everybody's, you know, fellow members in their ward, their cousins, their grandparents. And so there's a lot of talking to each other and following each other. You know, Mormons have pretty strict codes of conduct.

7:13So they're also like always watching each other and looking what they're what each other is up to following each other when, you know, someone's emulating good behavior, women especially. So all of that, if you think about that, that's also a really good way to describe following somebody online. You know, what what is this person up to? How is she spending her day? What's her nighttime routine? And how can I buy these products to do the same?

7:41Jonquilyn Hill:Does this influence really feel new? Yeah, I think it comes in waves, you know, and that's something that there has been a lot of conversation about whether Mormon women in particular are in right now because we are riding kind of a conservative cultural turn. You know, whether young people are reacting to uncertainty in the job market, uncertainty in the economy and saying, you know, feminism that I was raised on isn't working for me. Am I turning towards something more traditional? In my reporting, I actually found that the pandemic played a really key role in kind of breaking open something that was a bit of a niche market.

8:29What the pandemic did was turn that territory that Mormon women are at home in, which is the home, right, the domestic sphere. And we were all suddenly stuck there and making content. And that's whether you're a Mormon stay-at-home mom or whether you're like Gwyneth Paltrow. Today I'm going to make this sort of potato, broccoli, egg thing. So it kind of onboarded the rest of the world to Mormon-style content making, and now we're just living in that world. So, you know, the fact that now we have multiple TV shows about Mormon women, I think, is a product of really normalizing this idea that homemaking is something worth watching and interesting, you know, not something retrograde or sort of old-fashioned, right?

9:19You can be a modern woman and we can watch you, like, wipe your countertop. You know, it feels a little strange, but that's fully, we're swimming in, you know, their waters now. You know, I think this is a savvy church and they realize that, you know, a portrayal of modern women calling themselves Mormon, making a ton of money on SpawnCon. And they're beautiful and they have seemingly very glamorous lives and they're sort of doing it all, right? Because they also are all moms. They're very enviable. These are lives that I think a lot of women might look at and say, oh, I would try that.

10:02Jonquilyn Hill:So Mormons have hit the mainstream. And it's been nearly 200 years in the making. That's next.

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12:24I'm JQ.

12:25Jonquilyn Hill:Backwood explained it to me. Mormonism is at the forefront of American culture, but it wasn't always that way. To find out how we got here, I called up McKay Coppins. He's a staff writer at The Atlantic. He's also Mormon. And he says that members of his church weren't always embraced by the mainstream like they are now. Yeah, the church was founded by Joseph Smith, who is this kind of young, charismatic guy in upstate New York who claimed to have a vision from God and Jesus Christ. An angel visited Joseph and instructed him to unearth an ancient record hidden in a nearby hill, which Joseph translated by the power of God.

13:10This ancient record was the Book of Mormon. Almost from the very beginning, the kind of fledgling religious movement that became known as the Mormons was subjected to a constant barrage of state-sanctioned persecution. You know, the early Mormons actually were constantly fleeing from one state to another, trying to find a place where they could kind of set up shop and worship, and they were always driven out of wherever they had landed. So over the course of several years in the early 19th century. They were driven from Ohio to Missouri to Illinois. And Missouri, actually, the governor issued what was called an extermination order that, yeah, it demanded that Mormons be removed from the state or killed.

14:05And actually, a militia ended up descending on a Mormon settlement and attacking them. And so, you know, really the early decades of Mormonism was forged in kind of opposition to the American government, which saw them as a threat. And eventually Mormons were actually driven out of the country entirely into the desert where they settled in what is now Utah, but was at the time, you know, a Mexican territory. And so that is part of the DNA of Mormonism, that this church that saw itself as kind of a beacon of the best of what America had to offer was roundly and often violently rejected by America itself.

14:56Jonquilyn Hill:Yeah, it's interesting. You know, you write in this piece back in 2020 that Mormonism is kind of the most American religion. What makes Mormonism uniquely tied to the American story compared to other religious traditions? Well, it is, I think, one of the largest global religions that was founded in America. Most of the large churches or even, you know, small religious movements that are growing were founded outside of the United States. But also, theologically, the church has always been kind of wrapped up in the American project. And from early on, church leaders taught that America was a promised land that had been prepared to be the place where God could restore his church to the earth.

15:49America, the land of liberty, was to be the Lord's latter-day base of operations for his restored church. And many of the kind of ideas in Mormon theology are also drawn from, you know, the sacred American texts, right? Mormons actually are taught that the founding documents, the Declaration of Independence, the Constitution are divinely inspired, that America is a special place that God has set apart. And, you know, there are kind of deeper ideas in the theology, like agency, free will, that you can, without too much effort, kind of connect to foundational American ideas like pluralism and democracy.

16:45Life, liberty, property. Mankind's three great rights. It was around the 20th century that Latter-day Saints started to think more deliberately about how they could be kind of initiated into American life. And certainly by the middle of the 20th century, the church was making a pretty concerted effort to be accepted as part of mainstream American society. This is a story of a way of life and of a people. A people very much like your next-door neighbors. A people who number in the millions. We'd like you to meet the Mormons. You saw Latter-day Saints joining the military and intelligence agencies in very large numbers.

17:40That's partly because a lot of them speak foreign languages from their mission service and because they live relatively clean lives. That makes them attractive recruits to places like the CIA and FBI. But you also saw a lot of the church's messaging, its advertising, trying to portray it as kind of an all-American church, right? Mormons had big families. They were traditionally arranged where, you know, the men worked, the women stayed at home. They had lots of kids. They were very active in civic organizations like the Boy Scouts of America. And, you know, I don't want to say that this was all PR.

18:21I think a lot of it was genuinely rooted in the things that they believed were important about American civic life and family life and religious life. But also, there was a distinct desire to prove to America that they were kind of worthy of being considered American. But, you know, a part of this was, a big part of this was that the very end of the 19th century, the church disavowed polygamy, discontinued the practice. And that was kind of the beginning of the mainstreaming of Mormonism. Utah became an official state. And from that point on, the church was kind of on this march of assimilation, trying to be accepted as a respectable and, you know, positive force in American religious life.

19:18Jonquilyn Hill:Are there any fears inside the church that, you know, assimilation may be too much in the current American culture? I mean, I'm a Christian, and one of the things I was raised with was with, like, you're not supposed to be of the world or in the world. I know. No, it's a real—it's an ongoing conversation in the church. I mean, we got the same rhetoric, you know, that we should be in the world but not of the world, right? that I remember one of the big defining talks given by a Latter-day Saint prophet early in the 21st century was by Gordon B. Hinckley. He was the president of the church. He said that we are a peculiar people and that we should be a peculiar people.

19:56We should be apart from the culture in some ways, even as we try to participate in American life. You of this peculiar people, you cannot with impunity follow practices out of harmony with values you have been taught. I challenge you to rise above the sordid elements of the world about you. And I do think that there is a question now about, you know, whether that assimilation has gone too far, right? I remember five years ago when I wrote this story about the church entering its third century. And the thing that I worried about, and I wrote about this in the piece, was that not that Mormonism would, you know, drift into kind of radical right-wing politics like much of the religious right.

20:54I'm actually more concerned about it becoming so obsessed with assimilation, so obsessed with approval from mainstream American society that it kind of loses sight of what it actually is, right? It's just that I think there is a little bit of discomfort in some quarters of the church that Mormonism will come to be seen as all these sort of pop cultural indicators. The reality shows, the weird soda cocktails that everybody drinks, and then not actually be identified by their religious beliefs. I think that at least some in the church, I think some church leaders, are sort of grappling with what that means for them going forward.

21:48Jonquilyn Hill:So there's this question of how religion and pop culture shape one another. And it's one we've been asking ourselves for a while now. That's coming up.

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24:09Jonquilyn Hill:I'm JQ, and we're back with Explain It To Me. Mormonism is far from the only version of religious life we've seen on TV. My name is Diane Winston. I'm a professor of journalism, communication, and religion at the University of Southern California. Streaming has really opened up the market for shows about religion, spirituality, faith, morality. And that's because you can have niche audiences watch a program that's different when you had analog television and you wanted to get the lowest common denominator. so you get more people, but that's not a problem anymore. In those old days, in analog days, religion was often deemed as too controversial or too marginal, and so you didn't want to offend anyone, and you picked shows with the largest possible audience like Touched by an Angel or Highway to Heaven.

25:05You wanted the truth, I'm giving it to you. I'm an angel. I'm not one of the best, but I try. But now, given the fact that religion is everywhere, whether we're looking at politics, social life, culture life, it's not so surprising that we see more programs with religious characters and religious themes.