Cultish: The Language of Fanaticism

That’s because language doesn’t work to manipulate people into believing things they don’t want to believe; instead, it gives them license to believe ideas they’re already open to. Language—both literal and figurative, well-intentioned and ill-intentioned, politically correct and politically incorrect—reshapes a person’s reality only if they are in an ideological place where that reshaping is welcome.

It’s not that smart people aren’t capable of believing in cultish things; instead, says Shermer, it’s that smart people are better at “defending beliefs they arrived at for non-smart reasons.

words are the medium through which belief systems are manufactured, nurtured, and reinforced, their fanaticism fundamentally could not exist without them.

The biggest joke in religious studies is that cult + time = religion.

Roses are red Money is green The American Dream Is a pyramid scheme

Creating special language to influence people’s behavior and beliefs is so effective in part simply because speech is the first thing we’re willing to change about ourselves . . . and also the last thing we let go.

A linguistic concept called the theory of performativity says that language does not simply describe or reflect who we are, it creates who we are.

Modern cultish groups also feel comforting in part because they help alleviate the anxious mayhem of living in a world that presents almost too many possibilities for who to be (or at least the illusion of such). I once had a therapist tell me that flexibility without structure isn’t flexibility at all; it’s just chaos. That’s how a lot of people’s lives have been feeling. For most of America’s history, there were comparatively few directions a person’s career, hobbies, place of residence, romantic relationships, diet, aesthetic—everything—could easily go in. But the twenty-first century presents folks (those of some privilege, that is) with a Cheesecake Factory–size menu of decisions to make. The sheer quantity can be paralyzing, especially in an era of radical self-creation, when there’s such pressure to craft a strong “personal brand” at the very same time that morale and basic survival feel more precarious for young people than they have in a long time. As our generational lore goes, millennials’ parents told them they could grow up to be whatever they wanted, but then that cereal aisle of endless “what ifs” and “could bes” turned out to be so crushing, all they wanted was a guru to tell them which to pick.

Totalitarian leaders can’t hope to gain or maintain power without using language to till a psychological schism between their followers and everyone else.

flexibility without structure isn’t flexibility at all; it’s just chaos.

Contentious debates aside, thought-terminating clichés also pervade our everyday conversations: Expressions like “It is what it is,” “Boys will be boys,” “Everything happens for a reason,” “It’s all God’s plan,” and certainly “Don’t think about it too hard” are all common examples.

This makes sense, because in every corner of life, business and otherwise, when you can tell deep down that something is ethically wrong but are having trouble pinpointing why, language is a good place to look for evidence.

one of them has to do with a type of conditioning most of us have experienced: the conditioning to automatically trust the voices of middle-aged white men.

With words, we breathe reality into being.

What’s new is that in this internet-ruled age, when a guru can be godless, when the barrier to entry is as low as a double-tap, and when folks who hold alternative beliefs are able to find one another more easily than ever, it only makes sense that secular cults—from obsessed workout studios to start-ups that put the “cult” in “company culture”—would start sprouting like dandelions. For good or for ill, there is now a cult for everyone.

Language change is always reflective of social change, and over the decades, as our sources, of connections and existential purpose has shifted due to the phenomena like social media, increased globalization, and withdrawal from traditional religion we've seen the rise of more alternative subgroups-some dangerous, some not so much. "Cult" has evolved to describe them all.

Unlike the cults of the ‘70s, we don’t even have to leave the house for a charismatic figure to take hold of us. With contemporary cults, the barrier to entry if the simple frisson of tapping Follow.

The diagram of QAnon and New Agers looks more circular every day.

Sociologists also say that higher education and training in the scientific method generally make people less gullible. And for better or for worse, so does being in a bad mood. In several experiments, researchers found that when someone is in a good mood, they become more innocent and unsuspecting, while feeling grumpy makes one better at sensing deception. Which has to be the most curmudgeonly superpower I’ve ever heard.

Techniques like us-versus-them labels, loaded language, and thought-terminating clichés are absolutely crucial in getting people from open, community-minded folks to victims of cultish violence;

In this way, it’s not desperation or mental illness that consistently suckers people into exploitative groups—instead, it’s an overabundance of optimism

It’s work to think, especially about things you don’t want to think about,” confessed Diane Benscoter, an ex-member of the Unification Church (aka the Moonies, an infamous ’70s-era religious movement). “It’s a relief not to have to.

Across the board, gaslighting is a way of psychologically manipulating someone (or many people) such that they doubt their own reality, as a way to gain and maintain control.

This is what the most cunning cultish leaders do: Instead of sticking to one unchanging lexis to represent a unified doctrine, they customize their language according to the individual in front of them.

When language works to make you question your own perceptions, whether at work or at church, that’s a form of gaslighting. I first came across the term “gaslighting” in the context of abusive romantic partners, but it shows up in larger-scale relationships, too, like those between bosses and their employees, politicians and their supporters, spiritual leaders and their devotees. Across the board, gaslighting is a way of psychologically manipulating someone (or many people) such that they doubt their own reality, as a way to gain and maintain control.

Father Divine said to always establish a ‘we/they’: an ‘us,’ and an enemy on the outside,” explained Laura Johnston Kohl, our Jonestown vet. The goal is to make your people feel like they have all the answers, while the rest of the world is not just foolish, but inferior. When you convince someone that they’re above everyone else, it helps you both distance them from outsiders and also abuse them, because you can paint

but it’s nowhere near as spooky as yoga studios full of rich white women wearing the same overpriced athleisure, possibly embellished with a bastardized Sanskrit pun—“Om is where the heart is,” “Namaslay,” “My chakras are aligned AF”—and calling themselves a “tribe.” Commodifying the language of Eastern and Indigenous spiritual practices for an elitist white audience while erasing and shutting out their originators might not seem “culty”—it might just seem commonplace, which is exactly the problem.