Cultish Book Summary
The Language of Fanaticism
Book by Amanda Montell
Summary
In "Cultish," Amanda Montell explores the fascinating world of cults and how their persuasive language and techniques permeate our everyday lives, from religious sects to fitness trends to multi-level marketing schemes.
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1. Repeat After Me
The Shifting Meaning Of The Word "Cult"
The word "cult" has undergone significant changes in meaning over time. In the 17th century, it simply referred to religious worship or veneration. By the early 19th century, it was used to describe new or unconventional religious groups without any negative connotations.
However, in the 1960s and 70s, after the Manson Family murders and the Jonestown massacre, "cult" became associated with fear, manipulation, and danger. Today, the term is often used loosely to describe any group with intense devotion to a person, idea, or thing, leading to confusion about its true meaning.
Section: 1, Chapter: 1
The Power Of Loaded Language
Cult leaders employ two powerful linguistic techniques to influence their followers: loaded language and thought-terminating clichés.
- Loaded language refers to words or phrases that have acquired strong emotional associations, which can be exploited to elicit specific reactions from listeners.
- Thought-terminating clichés are stock phrases used to shut down critical thinking and discussion, such as "It's God's will" or "Don't question, just believe."
When used together, these techniques emotionally prime followers to obey the leader's commands while discouraging them from considering the consequences of their actions.
Section: 1, Chapter: 3
Love Bombing And The Illusion Of Unique Understanding
Cults often begin the process of recruiting new members by making them feel special and uniquely understood by the leader.
This is achieved through love bombing – overwhelming displays of affection, praise, and apparent empathy for the individual's personal struggles. During this phase, the leader will mirror the recruit's way of speaking, using code-switching techniques to present themselves as a kindred spirit. This intense validation from a charismatic figure can trigger a powerful conversion experience, particularly for someone going through a challenging time in their life. The recruit becomes convinced that the leader has a singular understanding of their needs and holds the secret to improving their circumstances. This creates an instant bond of loyalty, setting the stage for the next phase of indoctrination: conditioning.
Section: 1, Chapter: 3
The Sunk Cost Fallacy And Cult Membership
The sunk cost fallacy, which describes people's tendency to continue investing in losing propositions because of their prior investments, helps explain why individuals remain in cults even when faced with red flags. Former Jonestown member Laura Johnston Kohl admitted to ignoring warning signs about Jim Jones due to the time and effort she had already dedicated to the cause. "I let him address my priorities, and put blinders on for other things," she said. Even after the tragic ending, Laura continued to seek the sense of community Jonestown had promised. The more someone has sacrificed for a cult, the harder it becomes to acknowledge that their investment was misplaced.
Section: 1, Chapter: 5
Recognizing And Resisting Confirmation Bias
Be aware of confirmation bias – the tendency to seek out and focus on information that confirms one's preexisting beliefs while dismissing contradictory evidence. In cults, this cognitive bias allows followers to:
- Excuse the leader's inconsistent or erratic behavior
- Rationalize hypocrisy as the leader operating on a higher plane
- Ignore personal doubts about the group's practices
- Dismiss criticism from concerned outsiders
To combat confirmation bias, actively seek out information that challenges your beliefs and surround yourself with people who are willing to point out potential issues. Trust your instincts if something feels wrong, even if you can't fully articulate why.
Section: 1, Chapter: 5
2. Part Two
The Tragic Origin Of "Drinking The Kool-Aid"
The phrase "drinking the Kool-Aid," often used to describe someone blindly following a group or idea, has its roots in the 1978 Jonestown massacre. Jim Jones, the leader of the Peoples Temple cult, convinced over 900 of his followers to drink a lethal cyanide-laced punch, resulting in the largest loss of American civilian life prior to 9/11. Ironically, the drink used was actually Flavor Aid, not Kool-Aid, but the latter became synonymous with the event due to its status as a generic trademark. For survivors and those who lost loved ones at Jonestown, hearing the phrase used casually is a painful reminder of the tragedy.
Section: 2, Chapter: 1
Jim Jones's Seductive Charisma And Linguistic Prowess
Jim Jones, the mastermind behind the Peoples Temple, was a master manipulator who used his linguistic skills to attract and control followers from all walks of life. He employed code-switching techniques, seamlessly alternating between intellectual discourse and folksy charm to appeal to different audiences.
With African Americans, Jones highlighted his commitment to racial justice and peppered his speeches with Black church colloquialisms. When recruiting white hippies, he waxed poetic about socialist theory and quoted philosophers. Jones even coined loaded phrases like "revolutionary suicide" and "white night" to reframe disturbing concepts in a way that resonated with his followers. His ability to adapt his language to his listeners' backgrounds and desires was a key factor in his uncanny influence.
Section: 2, Chapter: 1
Heaven's Gate And The Lure Of "Next Level" Language
Marshall Applewhite, the leader of the Heaven's Gate cult, used a unique vocabulary steeped in science fiction to create an alternate reality for his followers. Members were told that by "exiting their vehicles" (i.e., dying), they would ascend to the "Evolutionary Level Above Human," hitching a ride on a spaceship hidden behind the Hale-Bopp comet.
Applewhite reframed suicide as a "willful exit" necessary for "graduation" to this higher plane of existence. Everyday tasks were given clinical-sounding names like "experiments" and "procedures," while the outside world was "out of craft." By immersing recruits in this jargon-filled environment, Applewhite made his cosmic delusions feel concrete and attainable – enough for 39 people to take their own lives believing they were shedding their earthly bodies for extraterrestrial immortality.
Section: 2, Chapter: 2
The Enduring Influence Of Cult Language On Survivors
For many former cult members, the group's specialized language can linger long after they've left. Frank Lyford, who spent 18 years in Heaven's Gate before defecting, still sometimes uses the terminology he learned there. Twenty-five years later, he refers to his former leaders by their cosmic names, Ti and Do, calls the group "the classroom," and describes the mass suicide as "leaving Earth." This persistent vocabulary shows how deeply the cult's reality-altering language can embed itself into a person's psyche, shaping their thoughts and speech even decades after breaking free.
Section: 2, Chapter: 3
The Limits Of Language In Explaining Cult Influence
While cult leaders' linguistic techniques are undeniably powerful, it's crucial to understand that language alone cannot brainwash or coerce people into believing or doing things they truly don't want to. Phrases like "mind control" and "drinking the Kool-Aid" oversimplify the complex reasons why someone might join and stay in a cult, such as a search for meaning, a desire for belonging, or gradually escalating commitment over time.
These loaded terms can also stigmatize cult involvement as something that only happens to the foolish or mentally ill, when in reality, a wide range of psychologically normal people can be vulnerable under the right circumstances. To have productive conversations about this topic, avoid sensationalistic language and instead strive to understand the underlying human needs and social forces at play.
Section: 2, Chapter: 4
3. Even You Can Learn to Speak in Tongues
The Allure Of Scientology's Celebrity Centre
The Church of Scientology's Celebrity Centre in Hollywood serves as a magnet for aspiring actors, writers, and artists hoping to make it big in the entertainment industry. With its grand façade and promises of personal and professional success, the Centre draws in wide-eyed newcomers to Los Angeles, offering them a sense of community and purpose in a cutthroat business. However, beneath the glamorous veneer lies a carefully crafted recruitment strategy, where potential members are love-bombed with flattery and subjected to a barrage of personality tests, auditing sessions, and high-pressure sales tactics to keep them in the fold and paying for more.
Section: 3, Chapter: 1
Scientology's Esoteric Terminology As A Mark Of Insider Status
One of the hallmarks of Scientology is its extensive use of specialized jargon, acronyms, and neologisms. Terms like "thetan," "engram," "Clear," and "auditing" form the backbone of the group's belief system, creating a sense of exclusivity and insider knowledge among members.
Ex-Scientologist Cathy Schenkelberg recalls the excitement of learning this new language: "In the early days, it was really fun . . . or 'theta,' as we'd say. It made you feel superior, because you had these words that other people didn't, and you did the work to understand them."
By mastering Scientology's esoteric vocabulary, members feel like they are part of an elite group privy to higher truths – a powerful incentive to stay committed to the cause.
Section: 3, Chapter: 1
The Linguistic Red Flags Of A Predatory Guru
When evaluating the trustworthiness of a spiritual teacher or guru, pay close attention to their use of language. Some common warning signs include:
- Excessive use of thought-terminating clichés and platitudes that discourage critical thinking, such as "It's all part of the divine plan" or "Your ego is resisting the truth."
- Creation of a specialized vocabulary that isolates followers from the outside world and makes them dependent on the leader for guidance and interpretation.
- Grandiose claims of divine status or special abilities, often couched in pseudoscientific or metaphysical terms to give them an air of legitimacy.
- Verbal abuse, shaming, or gaslighting of followers who express doubts or question the leader's authority, such as accusing them of being "spiritually immature" or "blocked by negativity."
Section: 3, Chapter: 4
The Dystopian Doublespeak Of Scientology's "Admin Dictionary"
In addition to its more well-known lexicon of esoteric spiritual terms, Scientology has a separate "Admin Dictionary" filled with Orwellian business jargon. This specialized vocabulary includes words like "upstat" (a productive employee), "downstat" (an unproductive employee), and "nonoptimum" (any situation that is less than ideal).
Critics argue that this corporate-speak serves to dehumanize members and enforce a culture of unquestioning obedience to the organization's demands. By reducing complex human experiences to a set of bloodless acronyms and euphemisms, Scientology's admin language makes it easier for leaders to manipulate and exploit their followers in the name of "planetary clearing."
Section: 3, Chapter: 4
The Sacred Storytelling Of New Age Influencers
the digital age, New Age influencers have mastered the art of using personal narrative to cultivate a devoted online following. By sharing intimate stories of trauma, healing, and spiritual awakening, these influencers create a sense of emotional connection with their audience, positioning themselves as relatable guides on the path to enlightenment.
However, this vulnerability is often carefully curated to fit a particular brand image or ideology, blurring the lines between authenticity and performance. Followers who resonate with an influencer's story may feel a deep sense of loyalty and trust, making them more receptive to the influencer's worldview and product recommendations – even if those beliefs and products are questionable or harmful.
Section: 3, Chapter: 6
4. Part 4
The Deceptive Allure Of MLM "Boss Babe" Culture
Multi-level marketing (MLM) companies, also known as network marketing or direct sales, have mastered the art of using empowering language to attract women, particularly stay-at-home mothers, to their ranks.
By promising financial freedom, flexibility, and the chance to be a "#bossbabe" or "mompreneur," MLMs tap into the desire for independence and success that many women feel is lacking in their lives. However, beneath the veneer of girl-boss glamour lies a predatory business model that exploits its recruits' trust and social networks, leaving the vast majority in debt and disillusionment.
Section: 4, Chapter: 1
The Linguistic Tricks Of MLM Love Bombing
When trying to recruit new members, MLM representatives often use a technique called "love bombing" – showering the prospect with compliments, validation, and promises of friendship and support.
They may say things like "You have such great energy, you're going to be amazing at this!" or "I can just tell you're the kind of person who's meant for bigger things." This effusive praise is designed to create an instant sense of connection and make the recruit feel special and chosen. By leveraging the power of flattery and playing on people's insecurities, MLMs are able to bypass rational objections and create an emotional attachment that makes it harder for recruits to say no.
Section: 4, Chapter: 2
The Predatory Paternalism Of MLM "Family" Culture
Many MLMs foster a pseudo-familial culture, with recruits referring to their upline as "parents" and their fellow team members as "sisters" or "cousins." This language is designed to create a sense of belonging and loyalty that supersedes actual family ties.
Recruits are told that their MLM "family" will always support and believe in them, even if their real family expresses doubts or concerns about the business. However, this ersatz kinship is conditional and can be quickly withdrawn if a recruit fails to meet sales quotas or questions company practices. The use of family language in MLMs is ultimately a manipulative tactic that exploits the human need for connection and community in order to keep recruits emotionally dependent and compliant.
Section: 4, Chapter: 5
The Toxic Positivity Of MLM "Mindset" Culture
MLMs often emphasize the importance of having a positive mindset, to the point where any expression of doubt or negativity is seen as a personal failing. This toxic positivity serves to blame individuals for systemic failures and discourages critical reflection on the MLM model itself. To protect yourself from this manipulation, be wary of any group or guru that:
- Promises easy success or wealth manifestation through the power of positive thinking alone.
- Shames or ostracizes members who express concerns or negative experiences.
- Uses thought-terminating clichés like "Failure is not an option" or "You get what you believe."
- Encourages you to cut off friends or family who don't support your involvement.
Section: 4, Chapter: 6