XOXO, The PNM Princess: the rise of anonymous social media during the UMich sorority rush cycle

In August 2021, “the Yak was back.” Popular anonymous social media platform Yik Yak reappeared in the Apple App Store after being shut down in 2017 due to concerns about cyberbullying and a rapidly declining user base. When Yik Yak returned, college students across the country flocked back to the application, and students at the University of Michigan were no exception.


Compared to other popular social media applications such as Instagram or TikTok, Yik Yak is unique in the way it emphasizes a connection with local communities, only displaying posts within a five-mile radius of the user. Yik Yak’s biggest distinction, however, is that its users remain anonymous. Users can “upvote” or “downvote” anonymous “yaks,” with the most popular content appearing on the “Hot” page. Additionally, in the updated app, posts with five or more downvotes are removed from the platform altogether. 


While yaks typically concern a multitude of topics, content posted within the vicinity of the University has focused on the ongoing sorority recruitment process since Jan. 5, the day of potential new member (PNM) orientation. Some of the most popular yaks during the week of Jan. 9 include “this sorority process is very humbling,” and “sororities have hired the FBI to downvote and delete any posts criticizing them.” 

Among the numerous sorority recruitment yaks is one recurring name — The PNM Princess. Described by many students as the “Gossip Girl” o ..

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