Hashtag <scp>ChristianGirl</scp> : The White Commodified Self on <scp>TikTok</scp>

Scholars have long examined the intersection of consumption and culture. Other studies note the ways that U.S. Christianity overlaps with consumption culture. This study focuses on the ways this intersection manifests on TikTok by exploring the ways that performances of white womanhood act as a conduit to sell products and messages. We identify three distinct tactics used by content creators. Our analysis reveals that each of these strategies relies on gendered and racialized performances that uphold an idealized version of white Christian womanhood. Our findings suggest that Christian women in this online space embody a white commodified self.