Today, Explained The book of Mormon influence
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Mar 22, 2026 
Diane Winston, a USC scholar of religion and media, joins McKay Coppins, an Atlantic writer and Mormon commentator, and Bridget Read, a New York Magazine features writer. They dig into Mormon influencers, why Mormon homemaking aesthetics took off online, the faith’s path into mainstream America, and how TV turns religious themes into pop culture drama.
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Rachel Parcell Helped Invent Mormon Influencing
- Rachel Parcell turned her Pink Peonies blog into an early influencer business by linking outfits, home goods, and kids' products for commission.
- Bridget Read says she did this years before influencing became a standard job for stay-at-home moms online.
Why Mormon Women Thrive Online
- Mormon women fit social media because church life already trains domestic performance, close observation, and imitation.
- Bridget Read links homemaking expectations, Utah's tech adoption, and ward-based social surveillance to follower behavior online.
The Pandemic Mainstreamed Mormon Style Content
- The pandemic made Mormon-style homemaking content mainstream by forcing everyone to make home life visible and watchable.
- Bridget Read says lockdowns turned the domestic sphere into content, normalizing countertop-wiping, sourdough, and glamorous stay-at-home branding.