Introduction
In a world where words shape our reality, Amanda Montell's "Cultish" offers a fascinating exploration of how language influences our beliefs, behaviors, and communities. This book delves into the power of rhetoric, exposing the hidden linguistic methods that bind people to various groups, from fitness communities to controversial religious organizations.
Montell's work isn't just about classic cults; it's a mirror reflecting "cultish" characteristics in everyday connections, from business to politics and beyond. By understanding these linguistic techniques, readers can equip themselves with the knowledge to navigate and control these influences in their daily lives.
The Power of Words and Community
Tasha Samar's Story: The Allure of 3HO
Tasha Samar, a first-generation Russian American Jew, found solace in the Healthy Happy Holy Organization (3HO) at the tender age of 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, beneath the surface of spiritual growth and community, 3HO harbored darker elements. Psychological and sexual abuse were prevalent, often facilitated by manipulative language. For instance, members who showed weakness were dubbed "lizard brain," a term that simultaneously shamed and controlled.
The group's founder, Yogi Bhajan, was particularly skilled at transforming positive terminology into threatening concepts. This linguistic manipulation created an environment where leaving the group was met with threats of violence, and in one extreme case, even led to an unsolved murder.
Alyssa Clarke's Experience: The CrossFit Culture
Contrast Tasha's experience with that of Alyssa Clarke, who found herself immersed in the CrossFit culture after moving to Los Angeles. CrossFit's appeal lay in its strong community vibe, complete with its own lingo and lifestyle.
CrossFit's unique language fosters unity among its members. They train in a "box" instead of a gym, and instructors are called "coaches." The goal extends beyond physical fitness, aiming to shape members both inside and outside the gym. Mantras like "Beast mode!" and "Everything is everything" (EIE) are commonplace, creating a near-religious devotion to the CrossFit lifestyle.
However, CrossFit isn't without its drawbacks. The high-intensity workouts carry a risk of injury, and some members may experience overtraining and burnout. In extreme cases, the obsession with CrossFit can take over people's lives, drawing parallels to cult-like behavior.
The Power of Language in Shaping Beliefs
Both Tasha and Alyssa's accounts demonstrate how language, combined with community dynamics, can be a formidable force. It creates solidarity, shapes mindsets, and steers behaviors in subtle yet profound ways.
This raises an important question: What exactly constitutes a cult? The term is emotive and 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. While the definition 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 extends beyond spiritual and fitness groups, manifesting in both business and politics. Charismatic leaders across various domains use such language to instill common beliefs and exert control over their followers.
The Dark Side of Cult Leadership
The Jonestown Massacre and the Power of Words
The phrase "drinking the Kool-Aid" has become a part of our everyday lexicon, but its origins are rooted in tragedy. The term stems from the 1978 Jonestown Massacre, where over 900 members of the People's Temple drank cyanide-laced Flavor Aid (a Kool-Aid knock-off) in an act of mass suicide.
This horrific event raises a crucial question: What gives cult leaders such compelling power over their followers?
Linguistic Mastery of Cult Leaders
Leaders like Jim Jones 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, for instance, would adapt his words and dialect to the person he was talking to, making them feel understood and appreciated.
Cult leaders routinely use loaded language and "thought-terminating clichés" - phrases that provoke strong emotions and are designed to shut down critical thinking. A recent example is Qanon's "Trust the Plan."
Other prominent verbal tactics include:
Renaming: This signifies a member's complete submission to the group. Both leaders and outsiders receive new titles, reinforcing the us-versus-them mentality.
Euphemisms: These 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, often leading them down unexpected and potentially dangerous pathways.
Scientology: A Case Study in Cult Recruitment
The Allure of Scientology
Los Angeles, the city of dreams, is also home to the Church of Scientology. This organization promises spiritual enlightenment and success, tempting its members with seductive jargon and a domineering culture.
The recruitment process often begins with a seemingly innocuous personality test. 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.
Linguistic Manipulation in Scientology
Scientology's power lies deeply in the tactics and language it employs. Terms like "enturbulated" and "Dev-T" form an insider's lexicon, serving a dual purpose:
- Building a sense of community
- Discreetly imposing controls on members
Endless methods, including propaganda films and assessments, highlight recruits' flaws, with Scientology positioning itself as the solution to these perceived inadequacies.
Creating Exclusivity and Dependency
Scientology 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, trapping subjects in a circle of constant investment. Members often stay because their concerns are eclipsed by a feeling that they've already invested too much – financially, spiritually, and emotionally – to quit.
Scientology serves as 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.
The World of Multi-Level Marketing (MLM)
The Appeal of MLMs
Multi-level marketing companies (MLMs) offer another lens through which to examine cultish influence. These businesses present an enticing proposition: financial freedom and entrepreneurship on a plate. MLMs are renowned for their direct sales of beauty and wellness products, weaving their way into our social networks with promises of earning full-time income through part-time work.
Target Audience and Tactics
MLMs are particularly compelling to a specific group: stay-at-home wives and mothers. Terms like "boss babe" and "mompreneur" 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. The key difference lies in prioritizing product sales over recruiting new sellers, a distinction often blurred in practice.
Becca Manners' MLM Journey
Becca Manners' story illustrates the emotional and psychological toll that MLMs can exact. Initially attracted by promises of empowerment, Manners quickly found herself caught in 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. Manners' experience highlights the potential dangers lurking beneath the surface of these seemingly empowering business models.
Historical Context and Religious Ties
MLMs are deeply ingrained in American culture, emerging in response to the post-Great Depression job market and gaining traction among suburban women in the 1950s. Interestingly, their expansion is also linked to religious creeds, specifically the prosperity gospel, which links financial success with divine favor.
This fusion of business and belief not only fuels MLMs' growth but also adds a layer of moral ambiguity. MLM recruiters are skilled at tapping into faith-based narratives, particularly in Christian communities, further blurring the lines between genuine opportunity and potential exploitation.
The Cult of Fitness
Evolution of American Fitness Culture
American fitness culture has evolved beyond mere physical exercise, merging messages of personal development and emotional resilience. Programs like intenSati combine elements of dance, kickboxing, and yoga, billing themselves as transformative experiences that cater to both the body and the mind.
Cultish Elements in Fitness Programs
Fitness 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 between inspiration and potential manipulation.
The Risk of Overreach
Strong loyalty within these groups can, regrettably, lead to abuse and exploitation, as seen in the Bikram Yoga scandal. It's crucial to steer clear of groups or leaders advocating harmful, extreme protocols. Instead, choose groups that value inclusivity, safety, and personal differences.
Evaluating Fitness Communities
When considering joining a fitness community, it's important to evaluate:
- The level of commitment required
- The instructor's attitude
- The penalties of quitting the group
Generally, programs that empower members to take control, like intenSati, tend to be safer compared to those centered around a charismatic leader.
While fitness clubs provide a mix of exercise and emotional support, it's important to weigh their social and mental impact. Potential members should consider their personal needs, set boundaries, and stay mindful of group dynamics.
The Digital Age: Social Media Influencers and Spiritual Gurus
The Rise of Spiritual Influencers
The digital age has reshaped cult-like behaviors, with spiritual influencers emerging on platforms like Instagram. Bentinho Massaro, a self-styled spiritual guru, exemplifies 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.
The Dark Side of Digital Influence
The tragic story of Brent Wilkins, a follower of Massaro, brings the potential dangers of digital influence into sharp focus. Wilkins, deeply influenced by Massaro's teachings, took 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.
Resilience of Online Spiritual Communities
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.
Navigating the Digital Spiritual Landscape
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. Individuals can choose their level of conviction and engagement. However, it's crucial to be mindful of language use and strike a balance between optimism and critical thinking.
Final Thoughts: The Pervasive Nature of Cultish Language
Amanda Montell's "Cultish" 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.
The seductive power of language can be irresistible, especially when we're ideologically driven and open to new ideas. This alluring pull stems from our primal need to belong, a fundamental aspect of human nature that cultish groups often exploit.
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.
By understanding the linguistic techniques used by various groups and leaders, we can better navigate the complex social landscape of the modern world. This knowledge empowers us to make informed decisions about the communities we join and the ideologies we embrace.
Ultimately, "Cultish" serves as both a warning and a guide. It reminds us of the power of words and the importance of critical thinking in an age where persuasive rhetoric is more prevalent than ever. By staying aware of these linguistic influences, we can protect ourselves from manipulation while still embracing the positive aspects of community and personal growth.