This message comes from Indiana University. Indiana University performs breakthrough research every year,

making discoveries that improve human health, combat climate change, and move society forward.

More at IU.edu slash forward.

Hello, hello. I'm Brittany Luce, and you're listening to It's Been a Minute from NPR, a show about what's going on in culture and why it doesn't happen by accident.

I got to say, I am kind of obsessed with Mormons.

And I'm not alone.

The Church of Latter-day Saints has been a source of public fascination for years.

There's the hit musical, The Book of Mormon, HBO's Big Love, about a Mormon fundamentalist family that practices polygamy, and of course,

former presidential candidate Mitt Romney.

But lately, there's been an influx of content around a specific part of the Mormon church.

It's women.

And people have been eating it up.

This year, Mormon women have been everywhere.

They are dominating reality TV on who lose the secret lives of Mormon wives.

Do you think I'm a bad person for those mistakes that I did?

I don't think you're a bad person.

I just think that you've done a lot of bad things.

And two of the biggest Tradwife influencers on TikTok are Mormon.

Nara Smith.

My toddler stumbled into my room this morning asking for cereal for breakfast.

So I caved and just made her some.

And Hannah Nealman, better known by her handle, Valerina Farm.

...