Behind the Bastards Presents: Sixteenth Minute (of Fame) – Detailed Summary

Release Date: December 22, 2024
Hosts: Cool Zone Media and iHeartPodcasts

Introduction

In the episode titled "Behind the Bastards Presents: Sixteenth Minute (of Fame)," the podcast delves into the intriguing phenomenon of why Mormon women dominate the social media influencing landscape. Hosted by Jamie Loftus and featuring insights from ex-Mormon influencer Alyssa Grenfell, the episode explores the historical, cultural, and economic factors contributing to this trend.

Part One: Understanding Mormonism

Historical Origins and Doctrine ([02:14] – [19:25])

Jamie Loftus begins by providing a comprehensive overview of the Mormon Church (LDS - The Church of Jesus Christ of Latter-day Saints), tracing its origins back to Joseph Smith in 1830 during the Second Great Religious Awakening in the United States. Key points include:

• Founding Events:

  • “Joseph Smith was a kid of this era. He grew up without a firm religion, but was curious to try things.” ([02:14])
  • Smith's revelations, including the visit from the Angel Moroni and the subsequent creation of the Book of Mormon, which narrates the migration of a group of Jewish people to the Americas.

• Core Beliefs:

  • Emphasis on Jesus Christ's resurrection and His visit to the Americas as the Pale Prophet.
  • Doctrine stipulating God as a flesh-and-blood being with a flesh-and-blood wife, underscoring the importance of nuclear families.
  • Practices like polygamy introduced by Smith, which remained controversial and eventually phased out officially in 1890.

• Historical Conflicts:

  • Persecution faced by early Mormons, including violent expulsions from states like Missouri and Illinois.
  • Establishment of Nauvoo, Illinois, as a center for the LDS community before Smith's death in 1844.

• Cultural Impact:

  • “Mormonism shares a little bit of DNA with spiritualism...” ([04:33])
  • The significant role of Mormon women in maintaining and propagating church teachings through disciplined practices and strict gender roles.

Modern-Day LDS Community ([19:25] – [31:58])

Jamie details the evolution of Mormonism and its contemporary standing:

• Population and Influence:

  • Approximately 40% of Utah's population identifies as Mormon, with institutions like Brigham Young University playing pivotal roles.
  • Influence extends to popular culture through personalities like Mitt Romney, David Archuleta, and the Osmond family.

• Economic Power:

  • The LDS Church's net worth is estimated at $265 billion, surpassing giants like Disney.
  • “Much of this has to do with mandatory tithing where church members are required to give 10% of their income back to the LDS.” ([19:25])

• Social Dynamics:

  • Historical and ongoing challenges with indigenous populations, including policies resembling residential schools aimed at cultural assimilation.
  • Contemporary issues include a high rate of ex-Mormons and a shift in retention rates from 95% in the late 1980s to about one-third retention today.

Part Two: Mormon Women in Social Media Influencing

Rise of Mormon Mommy Bloggers and Tradwife Movement ([32:01] – [87:53])

Jamie Loftus explores how Mormon women have successfully transitioned into the realm of social media influencing, particularly focusing on the "tradwife" (traditional wife) archetype.

• Early Influencers:

  • “Mormon mommy bloggers were a part of the coined blogger nacle community...” ([38:59])
  • Pioneers like Amber Phillip Clark and Naomi Davis set the stage with clean, curated visions of motherhood and family life.
  • The creation of the "Niblets" award system to recognize influential Mormon bloggers.

• Transformation to Instagram and TikTok:

  • Shift from text-based blogs to visually-driven platforms emphasizing aesthetics and perfection.
  • Influence of shows like "Real Housewives of Salt Lake City" in normalizing and glamorizing Mormon cultural norms.

• Economic Factors and Algorithmic Influence:

  • Alyssa Grenfell introduces a pivotal theory linking the Mormon Church's substantial advertising budget to the high visibility of Mormon influencers.
  • “Mormon is $25.30 per click, compared to Catholic at $3.58.” ([69:18])
  • The LDS Church's strategic investment in high-cost keywords ensures prominent ad placement, inadvertently boosting Mormon-related content.

• Case Study: Ballerina Farm ([70:49] – [97:53])

  • Profile of Hannah Nealman, aka Ballerina Farm, a prominent Mormon influencer with 10 million Instagram followers.
  • Discussion of her life balancing farm management, eight children, and maintaining a polished online persona.
  • Examination of the challenges and criticisms faced, including accusations of perpetuating unrealistic standards and the high level of personal sacrifice implied.
  • “She made this all look so easy... That’s a solid ad for Mormonism.” ([75:27])

• Ex-Mormon Perspectives and Critiques:

  • Jamie and Alyssa highlight how ex-Mormons perceive these influencers as representations of the church's rigid and often oppressive structures.
  • Emphasis on the lack of acknowledgment from the LDS Church despite their significant financial contributions to influencer success.
  • Alyssa Grenfell states:
    “It's not about demonizing something that's genuinely human, but critiquing the approach that these accounts are sharing.” ([105:46])

Money, Algorithms, and Church Influence ([67:16] – [100:52])

Alyssa Grenfell provides a deeper analysis of the economic underpinnings that elevate Mormon influencers:

• Ad Spend and Keyword Dominance:

  • High cost-per-click (CPC) values for Mormon-related search terms compared to other religions.
  • The LDS Church's extensive ad campaigns on platforms like Google Ads boost visibility for Mormon content organically.

• Church’s Strategic Online Presence:

  • “They have whole departments hired for this kind of thing.” ([103:35])
  • Efforts to ensure LDS content ranks highly in search results, countering anti-Mormon literature.
  • Examples include SEO optimization around terms like "Bible" and "Jesus Christ" to present the LDS perspective prominently.

• Influencer Economics:

  • Mormon influencers benefit disproportionately from ad revenue due to the high CPC of their content niche.
  • This financial advantage allows them to scale their influence rapidly compared to non-Mormon counterparts.

• Cultural Messaging and Brand Management:

  • Influencers subtly integrate Mormon values without overtly branding themselves as LDS representatives to appeal to a broader audience.
  • “They are making the Mormon Church look very good and very beautiful and traditional and feminine.” ([96:14])

Interviews and Insights

Conversation with Alyssa Grenfell ([71:05] – [106:38])

Jamie Loftus engages in an in-depth dialogue with Alyssa Grenfell, an ex-Mormon influencer, uncovering personal experiences and broader societal observations:

• Personal Journey:

  • Alyssa recounts her upbringing in a devout Mormon household, experiencing gender role conditioning from a young age.
  • Her eventual departure from the church due to conflicting values, particularly regarding LGBTQ+ issues and personal faith crises.

• Influencer Success and church Benefits:

  • Exploration of how Mormon influencers, like Ballerina Farm, achieve high engagement and substantial revenues.
  • “They are making the same amount regardless of their content niche.” ([95:09])

• Theoretical Framework:

  • Alyssa posits that the LDS Church's significant financial investment in online advertising indirectly supports and amplifies Mormon influencer success.
  • “The Mormon Church is the richest church on the planet. It's similar to the net worth of Disney.” ([94:05])

• Impact on Public Perception:

  • Influencers provide a polished and aspirational view of Mormon life, potentially attracting curious non-Mormons.
  • Controversies, such as the exposé on Ballerina Farm, reveal the underlying pressures and sacrifices of maintaining such an online persona.

• Systemic Influence vs. Individual Responsibility:

  • Discussion on critiquing the systemic structures of Mormonism rather than individual influencers.
  • “Let's not go after a specific woman. Let's go after maybe the system...” ([105:46])

Conclusions and Takeaways

The episode concludes by synthesizing the insights gathered from historical context, economic analysis, and personal narratives:

• Economic Leverage:

  • The LDS Church's hefty investment in online advertising and high CPC keywords creates a favorable environment for Mormon influencers to thrive financially.

• Cultural Transmission:

  • Traditional Mormon values around family, gender roles, and homemaking are seamlessly integrated into polished social media content, making it highly appealing and aspirational.

• Algorithmic Favoritism:

  • Social media algorithms inadvertently boost Mormon-related content due to strategic ad spends, enhancing visibility and follower growth for Mormon influencers.

• Systemic Critique:

  • The success of Mormon influencers is less about individual prowess and more about the systemic support and cultural conditioning provided by the LDS Church.

• Future Implications:

  • As the internet continues to evolve, the symbiotic relationship between religious institutions and social media influencers will likely shape public perceptions and cultural trends.

Notable Quotes:

• Alyssa Grenfell on Tradwife Content:
  “Tradwife content looks beautiful, high on aesthetic and low on practicality, showing only the esthetically pleasing parts of the nuclear family...” ([33:33])

• Jamie Loftus on Mormon Church's Internet Strategy:
  “They have whole departments hired for this kind of thing.” ([103:35])

• Alyssa Grenfell on Systemic Critique:
  “It's better and more helpful, I think, more informative to say this is the system that made this phenomenon exist to begin with.” ([105:46])

Conclusion

"Sixteenth Minute (of Fame)" offers a nuanced exploration of the intersection between Mormonism and social media influencing, highlighting how historical doctrines, economic strategies, and cultural values converge to create a unique influencer phenomenon. Through thorough research and candid discussions, the episode sheds light on the pervasive yet subtle influence of the LDS Church in shaping online narratives and the lives of Mormon women influencers.

Note: All timestamps correspond to the podcast transcript provided and are used to reference specific segments within the episode.