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On my campus, all official Fraternity sweethearts (the ones that can wear letters) are chosen by the chapter (nominated and voted on).
The "unofficial" or "semi" sweethearts are usually crowned through a philanthropic pageant. Pike has "Pike Dream Girl," PiKapp has "Miss PUSH America," and this year SigEp and TKE will also start doing philanthropic pageants to choose semi-sweethearts.
Sororities either vote on their sweetheart or do pageants as well. AOII has the "Alpha Male" pageant, DPhiE has "Campus Man," AXiD has "Xi Man," and Tri-Sigma has "Backwards Pageant."
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"I don't know how to put this but I'm kind of a big deal."
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