Gel Manicures, a Thirty-Thousand-Dollar Stove, and Gender Oppression: The Lives of Mormon Influencers

Abstract: Through an analysis of Mormon TikTok creators Nara Smith and Hannah Neeleman (alias Ballerina Farm), this paper examines how the persistence of traditionally feminine ideals and gender roles intersects with class status and religious doctrine in the digital age. By drawing on Barbara Welter’s “Cult of True Womanhood” and Thorstein Veblen’s Theory of the Leisure Class, I investigate how these influencers utilize social media to construct aspirational images of idealized womanhood that in turn can be leveraged for financial gain. Through close readings of content produced by Nara Smith and Hannah Neeleman, this paper argues that, despite their contrasting aesthetics, they strategically perform wealth and leisure. Consequently, both content creators reinforce traditional gender roles and perpetuate harmful class distinctions within their religious community. This research ultimately demonstrates the enduring influence of historical ideals on contemporary online performance and highlights how social-media platforms not only allow but encourage unrealistic and potentially damaging expectations of (religious) femininity.

From the pristine kitchens of luxury influencers to the picturesque farmhouses of homesteading creators, social media offers a glimpse into the resurgence of interest in traditional gender roles. In this paper, I will analyze two videos posted on the social-media platform TikTok, which will serve as my primary sources: a post featured on Nara Smith’s (@naraazizasmith) account titled “absolute perfection [heart hands emoji],” published on February 26, 2024, and a post by Hannah Neeleman (@ballerinafarm) captioned “Ballerina Farm bratwurst and homemade sauerkraut recipe coming in all meat boxes this week! Enjoy!” published on March 25, 2023. Both of these videos, in their content and aesthetics, are generally representative of Nara Smith’s and Hannah Neeleman’s online personas. My analysis is grounded in two key theories that offer insights into the construction of influencer images and their impact on contemporary femininity. First, Barbara Welter’s concept of ‘true womanhood’ provides a framework for understanding how traditional expectations of domesticity are maintained and modernized. Additionally, Thorstein Veblen’s work The Theory of the Leisure Class illuminates how influencers utilize ‘conspicuous consumption’ and displays of ‘leisure’ to signal exclusivity and reinforce their social status within influencer culture. Both theories expose the complexities of portraying aspirational lifestyles on social media and highlight the power dynamics inherent in the performance of idealized domestic roles. Against this backdrop, I will then conduct my analysis by close-reading two TikToks by the influencers Nara Smith and Hannah Neeleman.