Cultish : The Language of Fanaticism
Language / Psychology / True Crime
A fascinating look at the way language can be used to compel and control us, for better or worse. Amanda Montell became interested in the language of cults by talking with her father, who grew up in the rehab-turned-cult organization Synanon. She was fascinated with the codewords and mantras of the group and Cultish (as in Spanish or English) compares the linguistic tools and quirks of cults and cult-adjacent groups from the People’s Temple to QAnon and CrossFit. I’ve heard that absolutely anyone can be in a cult; and not just because certain people are more susceptible to ‘brainwashing’. Its that cults exploit the fundamental human desire to belong, with tricks like having a secret exclusive language, a mistrust of outsiders, and a promise of personal transformation. Montell explores the overlaps of MLMs (multi-level marketing schemes), wellness gurus and conspiracy theorists and their exponential growth and reach via social media. Cultish dips into history, methodology and reportage. Its a breezy, episodic read with robust academic bones beneath.