Dive into the captivating world of cultish behavior with Amanda Montell’s illuminating exploration. From the allure of charismatic leaders to the psychological dynamics at play, Montell unveils the hidden truths behind this captivating phenomenon. Prepare to be fascinated and enlightened as we delve into the complex realm of cults and their impact on society.

Embark on a journey of discovery as we unravel the mysteries of cultish behavior together. Gain valuable insights into human psychology and societal dynamics, and equip yourself with the knowledge to recognize and navigate potential cult influences in your own life.

Genres

Psychology, Sociology, Non-Fiction, Cults, Social Sciences, Self-Help, Behavioral Science, Religion, Philosophy, Anthropology

In “Cultish,” Amanda Montell provides a comprehensive examination of the intricate world of cults and their influence on individuals and society at large. Through meticulous research and engaging storytelling, Montell delves into the psychology behind cultish behavior, exploring the tactics used by charismatic leaders to attract and retain Followers. From high-demand groups to wellness movements, Montell navigates the complex landscape of cults with insight and empathy, shedding light on the allure and dangers of these captivating communities.

Review

Montell’s exploration of cultish behavior is both captivating and enlightening. With a keen understanding of human psychology and a talent for storytelling, she navigates the complexities of cult dynamics with clarity and depth. Whether you’re intrigued by the psychology of persuasion or concerned about the prevalence of cult-like influences in modern society, “Cultish” offers invaluable insights that will leave you informed and empowered. A must-read for anyone seeking to understand the allure and dangers of cults in today’s world.

Recommendation

In this bestselling take on human nature, Language scholar Amanda Montell serves up a thought-provoking reinterpretation of the power of cults. If you get up at 5 a.m. to work out with your favorite trainer, for example, or stay late to please your visionary boss, you might belong to a cult, just not an extreme one. Montell acknowledges the wide gap between moving to Jonestown and sweating at the gym, but, she argues that the messaging, language and appeal of cult-like groups can cross all lines.

Take-Aways

• The word “cult” appears in many contexts.
• Cults rose to prominence, in part, because mainstream religion faded.
• The Jonestown episode remains an oft-referenced aspect of American culture.
• “Thought-terminating clichés” are a hallmark of cults.
• Scientology uses high-pressure tactics to lure and keep followers.
• Multilevel marketing (MLM) is a hotbed of cultish language and culture.
• MLM companies indoctrinate sales recruits in unquestioning positivity.
• The “cult fitness” industry leans on jargon and ritualized experiences.

Genres

Psychology, Communication Skills, Society, Culture

Introduction: Learn how cultish language shapes our beliefs and communities

Forget mind control. In Cultish (2021), Amanda Montell exposes the verbal tricks that bind groups, from Heaven’s Gate to your Peloton Group. A fascinating look at how words shape beliefs and persuade us. Decode the language of domination and reclaim your power.

Language has shaped how we think and act since the dawn of time. It is a universal experience, as natural as breathing – yet the influence of rhetoric remains hidden in plain sight. This summary will help explain this curious phenomenon, to show how words can both inspire and manipulate us.

Whether it’s the powerful pull of fitness communities like CrossFit, the cryptic draw of groups like Scientology, or the lure of multi-level marketing schemes, this summary exposes the core linguistic methods that bond people to these networks.

Discover the subtle yet powerful impact of language on your ideas and decisions, and equip yourself with the knowledge to control these influences in your daily life. This summary is more than just a study of classic cults; it is a mirror that reflects “cultish” characteristics in everyday connections, from business to politics and beyond.

Ready to learn how words shape worlds? Let’s begin.

How words and surroundings shape belief

Have you ever considered how language can shape our beliefs? Let’s look at this intriguing idea through the eyes of Tasha Samar and Alyssa Clarke.

Tasha, a first-generation Russian American Jew, found solace in the Healthy Happy Holy Organization (3HO) at thirteen. This Sikh-derived group, founded in the 1970s, offered more than just Kundalini yoga classes; it promised a compelling community with strict teachings. However, 3HO’s darker parts, such as psychological and sexual abuse, hinged on manipulative language, such as dubbing members who showed weakness “lizard brain.” Yogi Bhajan was skilled at transforming positive terminology into threatening concepts​. People who tried to leave the group were threatened with violence, and there was even an unsolved murder.

Now, consider Alyssa Clarke’s experience. Moving to Los Angeles, she found herself immersed in the CrossFit culture. The attraction? A strong community vibe, complete with its own lingo and lifestyle. For Alyssa, CrossFit’s unique language and Paleo-diet culture create a near-religious devotion. CrossFit’s unique language fosters unity. Members train in a “box,” while instructors are called “coaches.” The goal is to shape members both inside and outside the gym, urging mantras like “Beast mode!” and “Everything is everything” (EIE). Sounds good, right?

Well, not always. One drawback to CrossFit is the risk of injury from the high-intensity workouts. It can also lead to overtraining and burnout. As with any fitness community or subculture, some people may get so obsessed with CrossFit that it takes over their lives; this is comparable to a cult. Both Tasha and Alyssa’s accounts show that language, combined with community dynamics, is a formidable force. It can create solidarity, sure. However, it can also shape a polarizing mindset, steering behaviors in subtle yet profound ways.

Is CrossFit really a cult? It has similar characteristics. To determine whether something is a cult, we should define what the term “cult” means. It’s an emotive word that reflects our attitudes toward spirituality and certain types of communities. It may refer to a new religion, an online group, or even a beauty brand. A cult is typically defined as involving a strong devotion to a person, idea, or thing, as well as unorthodox beliefs or practices. While the term’s meaning varies, some cultish features can be detected in everyday situations. One thing is certain: language matters. Words have the power to alter our views, hide the truth, and affect our well-being. The force of cultish words goes beyond spiritual and fitness groups. It exists in both business and politics because all charismatic leaders use such language to instill common beliefs in, and exert control over, their followers.

Next, we will look at how this force manifests in notorious “suicide cults,” such as Jonestown.

The lethal language of cult leaders

Have you ever heard the phrase “drinking the Kool-Aid”? I’m sure you have. But did you know this popular phrase has a horrible history? The term hails from a 1978 event known as the Jonestown Massacre, in which over 900 members of a sect called the People’s Temple drank cyanide-laced Flavor Aid, a Kool-Aid knock-off, in an act of mass suicide. Today, “drinking the Kool-aid” suggests deep, unwavering commitment to a group, religion, or cause, even when that devotion is clearly illogical or even dangerous. Reflecting on this bleak beginning, it’s reasonable to ask: What gives these leaders such compelling power?

Jim Jones and other cult leaders are not only charismatic, but also linguistic masters. They use language to create an us-versus-them mindset, making believers feel unique and set apart from the world. Jones would constantly adapt his words and dialect to the person he was talking to, making them feel understood and appreciated. He would use language and phrases that only Peoples Temple members understood, creating a sense of belonging and exclusivity. Cult leaders routinely do this, using loaded language and, as the author calls them, “thought-terminating clichés.” Such phrases provoke strong emotions and are designed to shut down critical thinking. One recent example is Qanon’s “Trust the Plan.”

Other prominent verbal tactics used in cults include renaming and euphemism. Renaming signifies a member’s complete submission to the group. Both leaders and outsiders receive new titles, reinforcing the us-versus-them mentality. Euphemisms serve to soften the impact of uncomfortable or frightening concepts such as death, changing them into something less threatening or even aspirational. Through these linguistic sleights of hand, followers are subtly conditioned to accept and absorb specific views.

So, what’s the big takeaway here? We know that leaders can use language that is both seductive and dangerously influential. However, they achieve this via a combination of emotional manipulation and mental control, often leading followers down unexpected pathways.

As we move forward, let us turn our attention to problematic religions such as Scientology. This sect has sparked widespread debate. What makes them so controversial, and how do they compare to the cult dynamics we have just discussed? Stay tuned as we continue to explore this fascinating topic.

Scientology: A masterclass in cult recruitment

Los Angeles, the city of dreams, is also home to the Church of Scientology. This organization promises spiritual enlightenment and success, but it also tempts its members with seductive jargon and a domineering culture.

It all starts with a personality test, but that is just the beginning in a world full of possibilities. Prospects like Cathy Schenkelberg are lured by the chance of breaking into the entertainment industry, thanks to high-profile endorsements from celebrities like Tom Cruise and John Travolta.

However, Scientology’s power does not lie solely in its promises; it’s deeply rooted in the tactics and language it employs. Termslike “enturbulated” and “Dev-T” form an insider’s lexicon. These specialized terms have a dual purpose: they build a sense of community while discreetly imposing controls on people like Cathy. Endless methods, including propaganda films and assessments, highlight recruits’ flaws. What is the answer? Why, Scientology, of course.

Scientology also uses terms like “suppressive person” (SP) and “potential trouble source” (PTS) to create a sense of exclusivity. Members must agree to follow a hierarchical path of enlightenment toward the elusive goal of “going clear.” This path is not only endless but also complex and very expensive, and traps subjects in a circle of constant investment. Members stay because their concerns are eclipsed by a feeling that they’ve already invested too much – financially, spiritually, and emotionally – to quit.

Scientology is more than just a religious movement; it is a masterclass in recruiting ambitious people who want to belong. Its organized path to spiritual growth traps followers in an endless cycle of devotion and investment, at exorbitant personal and financial cost.

Next, we will examine another model built on ambition and promises of success: multi-level marketing companies (MLMs). These businesses, each with its distinct model and controversial practices, offer yet another lens through which to examine cultish influence.

Empowerment and exploitation in multi-level marketing

Imagine being offered financial freedom and entrepreneurship on a plate. This is the appeal of multi-level marketing (MLM), a domain bursting with promises of independence and empowerment. Renowned for their direct sales of beauty and wellness products, MLMs weave their way into our social networks, tempting us with the prospect of earning full-time income through part-time work. Yet as enticing as it sounds, the glittery facade often masks a different reality.

MLMs are particularly compelling to a specific group: stay-at-home wives and mothers. Terms like “boss babe” and “mompreneur” are not just marketing slogans; they are carefully crafted to resonate with those seeking a careful blend of career and family life. However, MLMs are fraught with complexities. While operating within legal limits, they tread a fine line between legitimate business practices and illegal pyramid schemes. What is the difference? MLMs should prioritize selling products above recruiting new sellers. However, this distinction is often ignored, leading to controversy and legal scrutiny.

Now, let’s hear the story of Becca Manners. Manners turned to MLMs in search of purpose and community. Her venture into MLMs began with promises of empowerment, but quickly spiraled into a cycle of relentless selling and recruiting. This unrelenting pressure affected her relationships and led to a growing sense of isolation. The uplifting lingo that had first attracted her morphed into a manipulative myth, convincing her that quitting MLM meant surrendering her dreams. Ultimately, Manners’ story highlights the emotional and psychological toll that MLMs can exact.

MLMs are not a new phenomenon; they are deeply ingrained in American culture. They first emerged in response to the post-Great Depression job market, gaining traction among suburban women in the 1950s. Surprisingly, their expansion is also linked to religious creeds, specifically the prosperity gospel, which links financial success with divine favor. This idea is quite popular in Christian communities, so MLM recruiters are skilled at tapping into faith-based narratives. This fusion of business and belief not only fuels their growth, but also adds a layer of moral ambiguity.

Summing up, MLMs are a complex combination of enterprise, empowerment, and potential exploitation. Joining requires caution, as the line between genuine opportunity and exploitation can be razor-thin. Despite the promise of financial freedom, MLMs can often result in financial strain and personal unrest.

Community vs. control in fitness programs

American fitness culture has evolved, merging messages of personal development and emotional resilience. Programs like intenSati combine elements of dance, kickboxing, and yoga. These sessions are not just workouts; they are billed as transformative experiences that cater to both the body and the mind.

Is there something cultish about these inspiring workouts? Definitely. Programs like intenSati and SoulCycle are rich with affirmations and motivational speeches. They create a space that is physically stimulating and emotionally engaging, establishing a strong sense of community and boosting self-esteem among participants. Instructors often gain quasi-spiritual status, forming bonds with members that surpass the typical gym-class rapport. Such connections tread a fine line. But why is maintaining this balance so important?

The answer lies in the risk of overreach. Strong loyalty within these groups can, regrettably, lead to abuse and exploitation, as seen in the Bikram Yoga scandal. So steer clear of groups or leaders advocating harmful, extreme protocols. Instead, choose groups that value inclusivity, safety, and personal differences. Always keep in mind that fitness is just one part of a healthy lifestyle.

Are there any other key elements to look out for? The level of commitment required, the instructor’s attitude, and the penalties of quitting the group can all have a bearing on how healthy a fitness class is overall. Generally, programs that empower members to take control, like intenSati, tend to be safer compared to those centered around a charismatic leader.

In short, fitness clubs provide a mix of exercise and emotional support, but it is important to weigh their social and mental impact. If you’re interested in joining, you should think about what you need, set boundaries, and stay mindful of group dynamics.

Just like fitness instructors, social media influencers mold opinions and behaviors by forming communities and setting trends. Next, we will explore how social media influences personal decisions and social interactions, much like the world of cult fitness.

The cultish charisma of online influencers

Now we turn to the digital age, where the emergence of spiritual influencers on platforms like Instagram has reshaped cult-like behaviors. Take Bentinho Massaro, a self-styled spiritual guru who symbolizes the power of social media to develop devoted followings. Influencers like Massaro use mystical language and visually stunning content to promise spiritual awakening and personal transformation, enchanting many followers.

However, this digital influence is not without its dark side. The tragic story of Brent Wilkins, a follower of Massaro, brings this into sharp focus. Wilkins, deeply influenced by Massaro’s teachings, met a tragic end, taking his own life during a spiritual retreat in Sedona, Arizona. This incident highlights the dangerous potential of such influence, where followers seeking spiritual guidance may find themselves entangled in toxic and manipulative environments. Despite the backlash following the Sedona retreat incident, Massaro deflected criticism, continuing his teachings and maintaining his online presence. This resilience reflects the complex nature of online spiritual communities; followers often remain faithful even in the face of controversy.

Striking a balance between healthy skepticism and openness is vital. Not all groups with cultish traits are harmful, and dismissing them outright could mean missing out on valuable experiences. Icons such as Carl Sagan demonstrated personal growth by embracing new experiences while remaining open-minded.

Today’s spiritual environment is diverse, with personal agency playing a vital part. You can choose your level of conviction and engagement. Just be mindful of the language use, and strike a balance between optimism and critical thinking.

The complex and sometimes risky field of spiritual influences on social media carries important reminders. These platforms can be sources of inspiration and connection, but we must approach them with caution, balancing our spiritual quests with a healthy dose of skepticism.

Summary

The word “cult” appears in many contexts.

At one extreme, “cult” describes a group whose followers will die for their cause. At the other, a consumer brand or a musical group might be said to have a cult following. Cults can be malevolent – such as the Branch Davidian sect or the Healthy, Happy, Holy Organization (3HO) yoga cult – or they can be benign, such as exercise companies like CrossFit or SoulCycle. Certain massive organizations – like Amazon, with its strong leader, distinct jargon and harsh work conditions – show cultish tendencies.

“The needs for identity, purpose and belonging have existed for a very long time, and cultish groups have always sprung up during cultural limbos when these needs have gone sorely unmet. ”

One crucial distinction among cults is whether danger faces those who try to leave. For example, members of Jim Jones’ infamous community in Guyana threatened or killed defectors. Followers of 3HO learn that leaving the group will doom them to reincarnation as cockroaches – a threat that sounds outlandish to outsiders, but logical to its followers due to the intricate ideology the cult has hammered into their thinking.

By contrast, although bands like The Grateful Dead and Phish have cult followings, a fan who decides to stop buying music and attending concerts faces no life-altering consequences.

Cults share common themes. One is the ritualistic nature of the group’s activities. In 3HO, for example, adherents rise at 4:30 a.m. for study and yoga, submit to arranged marriages, and don’t socialize with non-members. Cults rely on specialized language – especially jargon that bewilders outsiders – to solidify their teachings. Cult-like groups nurture an us-versus-them mind-set.

Cults rose to prominence, in part, because mainstream religion faded.

In 2019, Pew Research reported that 40% of American millennials do not affiliate themselves with any faith. At the same time, however, membership in gyms can provide both the rituals and the sense of belonging that worship services once offered.

“Human beings are really bad at loneliness. We’re not built for it. ”

People tend to throw the word “cult” around freely. The campy film The Rocky Horror Picture Show, for example, has a jokey cult following. But in rare cases, “cult” is a designation with life-or-death consequences. Consider the Branch Davidian sect. Unlike belief systems such as Mormonism and Catholicism, which are legitimate religious organizations and have first amendment protections, the Branch Davidians were seen as a cult. In 1993, some members’ families’ called for their loved ones to be rescued from its abusive leader David Koresh, in Waco, Texas. This led to a standoff between the group and the FBI. Ultimately, dozens of cult members died.

The Jonestown episode remains an oft-referenced aspect of American culture.

Jim Jones, a charismatic leader who wanted to build a multiracial community, launched the Peoples Temple in Indianapolis in the 1950s. Jones and his wife became the first Indiana Caucasian couple to adopt a Black child. In the 1960s, Jones moved his family and his congregation to Northern California. Then, in 1974, Jones took his followers to Jonestown, a settlement in the South American nation of Guyana. His followers hoped to build a Socialist paradise far away from the United States, which they viewed as racist and chaotic.

“Shadowy groups are expert rebranders, benefitting from the confusion, distraction and secrecy a revolving door of puzzling new labels can incite. ”

Handsome and charismatic, Jones charmed his followers and focused on African Americans who were disillusioned with the waning Black Power movement. Jones positioned himself as the leader of a small group of rebels who were superior to the American masses.

The experiment failed spectacularly in 1978. When a US congressman visited to investigate living conditions at Jonestown, Jones ordered his followers to murder the congressman and three visiting journalists. Then, Jones directed 900 of his followers to drink a deadly poisoned punch. The brand of elixir Jones distributed was Flavor Aid, but “drinking the Kool-Aid” became common parlance to describe people who abandon logic and reason to follow a leader blindly.

“Thought-terminating clichés” are a hallmark of cults.

In cults, the all-knowing leader deflects independent thought, and the group’s ideology replaces any outside logic. In Jonestown, Jones had a go-to response if a follower raised concerns about how well the Socialist commune was functioning. “It’s all the media’s fault – don’t believe them,” he would say. Cults use such thought-terminating clichés to override any questions about their ideology.

In Scientology, the faith established by the science fiction novelist L. Ron Hubbard, anything that goes wrong is the individual’s fault, because of his or her thoughts or actions.

“Language is a leader’s charisma. It’s what empowers them to create a mini universe – a system of values and truths – and then compel their followers to heed its rules.”

Likewise, multilevel marketing (MLM) organizations tell the salespeople they recruit as members that if they fail to sell, it’s due to their shortcomings. This response ignores serious questions about the structure of MLM organizations – concerns that led the US Federal Trade Commission to pursue a long case against Amway.

CrossFit, which is not a cult, evokes the power of thought-terminating clichés when it uses the tagline, “No guts, no glory” to urge students to ignore muscle fatigue and push on.

Scientology uses high-pressure tactics to lure and keep followers.

Scientology teaches its adherents about “Xenu the galactic overlord” and evil alien spirits that glom onto humans. Those fantastical theories would frighten many potential followers, so Scientology’s recruiters start with a less conspiratorial version. For instance, a Scientology follower recruiting prospects on a Los Angeles sidewalk drew in a woman named Montell. She recalls being invited to take a personality test. The pitch never mentioned anything spiritual, just an offer of $35 self-improvement courses that would teach tools for coping with life’s challenges. The pitch reminded Montell of a timeshare sales operation. Feeling suffocated by the cloying salesmanship, she and a friend escaped only after Montell announced loudly she wasn’t interested, grabbed her friend’s hand and hastily led her to the door.

“You can’t clock a Scientologist in the wild by the way they dress or act – only by how they speak, and only if you know what to listen for. ”

Once students join, Scientology gradually reveals its teachings. Scientology’s jargon is legion. An SP is a “suppressive person,” someone who’s skeptical of Scientology’s teachings. A PTS, or “potential trouble source,” is a church member who entertains doubts about the faith. Those who stick with the faith aim to “go clear,” Scientology’s term for reaching Hubbard’s level of clarity and spiritual enlightenment. Long-time followers spend thousands of dollars to climb to one level, and thousands more to achieve the next. And, they face difficulties if they want to leave.

Multilevel marketing (MLM) is a hotbed of cultish language and culture.

Also known as network marketing or direct sales, MLM companies seize on the hopes and fears of their followers, whom they recruit to sell their products. These individuals, in turn, recruit more salespeople to be in their “downlines” and pay them a portion of their earnings.” Tupperware was the original MLM company. Amway, Avon and Mary Kay are other well-known brands. Newer entrants include Herbalife, Young Living Essential Oils and LuLaRoe.

An MLM’s salesforce is made up of independent contractors who pay a few hundred or a few thousand dollars for samples and marketing materials. Early MLM companies such as Tupperware and Avon targeted non-working wives looking for extra money. Recruiting pitches target women; MLMs urge them to tap into their inner “girlboss” by becoming “mompreneurs.”

“Cultish language isn’t a magic bullet or lethal poison; it’s more like a placebo pill. ”

The MLM pitch sells people on the dream that a “boss babe” can become the independent owner of a thriving business. Fully 99% of recruits never make money, and they often find themselves stuck with boxes of unsold product and former friends who no longer answer their calls. An ethos of self-sufficiency permeates the sales training and culture. To reinforce that its distributors are members of a select group, compared to fools toiling away in cubicles, Amway labels people with full-time employers as having a JOB, or a “jackass of a boss.”

MLM companies indoctrinate sales recruits in unquestioning positivity.

Most MLM recruits lose money before giving up. If everyone understood that reality, fewer recruits would fall for the dream. So, MLM organizations get rid of any negative talk. Amway, for example, strongly discourages gossip among sales associates. Griping to another Amway distributor elicits a stern call from a supervisor. Skeptical friends and relations are sources of “stinkin’ thinkin’,” in Amway’s parlance.

“The cult of multilevel marketing is a direct product of the ‘cult’ that is Western capitalism itself. ”

With their mix of spiritualism and bootstrapping ideology, MLMs offer a mashup of the traditional American work ethic, capitalism and fourth-wave feminism, often couched in a willfully deceptive business model. For example, Optavia, an MLM firm that sold diet pills, recruited salespeople who posted breathless verbiage on Facebook about their striking weight loss without ever mentioning the brand. At Mary Kay, a “Husband Unawareness Plan” encouraged saleswomen to conceal their spending from their husbands by dividing payments among credit cards, checks and cash.

The “cult fitness” industry leans on jargon and ritualized experiences.

The CrossFit gym company peaked in 2020 with 10,000 “boxes” – as it calls its workout facilities. Barry’s Bootcamp, Orangetheory and other brands have adopted similar franchise-like approaches. Peloton, an expensive biking workout company, charges $2,000 for a bike plus a monthly fee for online classes. At SoulCycle, instructors offer mantras such as, “You’re a boss!” and “Change your body, change your mind, change your life!” The #girlboss hashtags echo the feminist undertones in MLM.

“There’s a reason cult fitness language feels so otherworldly – it’s to make these classes feel essential not only to followers’ health but to their lives as a whole. ”

Instructors fill the role of clergy or gurus. SoulCycle and Peloton recruit and hire instructors based on their screen performance skills. Peloton’s top instructor, Jenn Sherman, goes by the initials JSS. Her Facebook fan page is open to members of the “JSS Tribe” – positioning her as a leader of a cult within a cult. Both brands seek not merely influencers, but glamorous role models who turn workouts into captivating sessions of performance and inspiration.

Fitness companies don’t embrace mind control like Heaven’s Gate or Scientology, but they flirt with it. CrossFit gym members are urged to push themselves to their limit. Ultimately, members are responsible for deciding when to stop.

CrossFit and SoulCycle, while not cults, have already faced reckonings for their behavior. The biased overtones of the language CrossFit’s founder used during the pandemic alienated sponsors. Tales of bullying and body shaming emerged from SoulCycle, which told its instructors to present themselves in such a way that their students would want to emulate them or would be attracted to them.

Conclusion

This summary uncovers a startling truth: “cultish” language isn’t confined to secret societies; it infiltrates our everyday lives. We see it everywhere, from passionate fitness groups to the remarkable reach of social media stars.

When you’re ideologically driven and open to new ideas, the seductive power of language can be irresistible. This alluring pull stems from our primal need to belong.

Yet, the power of cultish language goes beyond group dynamics. It can have major social consequences, resulting in prejudice, exclusion, and even violence. To encourage deeper understanding, empathy, and dialogue, we must recognize and question how we talk and think about these issues.

About the Author

Language scholar Amanda Montell also wrote Wordslut: A Feminist Guide to Taking Back the English Language. In 2021, she created and cohosted the podcast Sounds Like A Cult.

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