Book Review
Title: Cultish: The Language of Fanaticism by Amanda Montell
Genre: Non-Fiction, Language
Rating: 4.25 Stars
Cultish is a book I didn’t know much about before picking it up but like millions before me I have been fascinated with cults, how they form and how they ensnare people. Rather than looking at the actions of specific cults, this book instead looks at how these cult leaders ensnare people with the language they use. In Part One, Montell looks at how both a sinister cult like 3HO and a harmless one like CrossFit are both classified as a cults based on our understanding of the work and both use a specific form of language to engage and retain members but couldn’t be more different. The word cult has changed in meaning over time and even today, modern academics cannot agree on what makes a group of people a cult and the criteria for labelling said group as a cult. Due to this Montell makes the theory that cults are everywhere from fitness groups to religions and everything in-between but this doesn’t necessarily mean they are bad. This is because at our very core humans crave interaction and connection as well as purpose which is something charismatic leaders of these groups exploit to gain new members and keep the old ones within the fold. Looking at this subject from a language perspective is absolutely fascinating especially since all cult leaders, good or bad have the same skill which raises the questions why are some dangerous and others aren’t.
Part Two looks at suicide cults like Heaven’s Gate and Jonestown which are some of the most infamous cults in recent history. The language of these kinds of cults is strikingly similar to language we hear and use in our everyday lives to the point it’s a little disturbing. Montell explains that systems of language are used so effectively that they change the way the targeted person thinks in an extreme way. Leaders like Jim Jones twisted and changed the meaning of commonly used phrases in Black communities to build rapport, as well as sway them to his ideals. However, Montell does point out that brainwashing doesn’t exist in the context most of us think of but instead it can only be used on those open to the ideas in the first place. Meaning you can’t control someone who doesn’t want to be control in some sense which is why these types of people are brilliant at identifying and exploiting the people who are drawn to them or what they preach. In recent years, we are coming to see that language itself can be deadly and suicide cults like Jonestown show this in horrific detail. Even outside cults, these strategies are used by politicians, businessmen and people in marketing in order to get people on their side or buy their products. Next time adverts come on look for key phrases like phenomenon, ritual and guaranteed. In politicians, see how they liken themselves to the people they are connecting with and exploiting their needs such as better housing, healthcare, education as much more in order to gain their following.
Part Three looks at cults that are more closely linked to religion like Scientology. Scientology is actually a great example of how language can be twisted and then used for alternate means and how people respond to this. At its core, it comes down to hearing familiar words used in an unfamiliar context which prompts us to want to learn how these “new” words are being used, this is the hook to get you interested. After that, learning the “code” provides a sense of empowerment and entitlement, a sense of being above those who don’t know the “code” and this fosters a sense of community. Using this they can then further your involvement in the cult but separating you from those outside of the cult by labelling as “others” creating an us against them mentality. Used together this is how cults hold onto their members using coercion, confusion and conditioning among other things. The strange thing about this book is that everything seems really simple but this only the tip of the iceberg and we are beginning to see evidence of cults in the world around us, not just in these extremist groups.
Part Four actually looks at multilevel marketing or MLM’s which use cult strategies to gain compliance from both employees and “victims”. MLMs are nothing new as they have been around for decades finding a book after the second works war with Tupperware parties. These companies however thrive on an environment of toxic positivity while fostering an environment of fear towards negativity. This means many people involved won’t speak it against the companies or those that work for them. By targeting the more vulnerable members of society like stay at home mothers, financially unstable students and immigrants they exploit labour while disguising it as a business opportunity. Companies like Amway and Amazon advise their workers and see no repercussions because they have ties to incredibly powerful people and this wasn’t helped when the FTC lost their case against Amway providing other MLMs with protection. The language surrounding toxic positivity pages people to believe failures are their fault rather than the fault of the company and drivers some members into rock bottom after giving everything to the company. These tours of schemes are so widespread and normalised that many don’t know they are being taken advantage of route a long time and when they do realise they are so invested in the company that they can’t leave easily or won’t leave fearing what happens after.
Part Five looks at the fitness cults and how they actually operate very similar to MLMs. Several forms companies like SoulCycle, CrossFit and Peloton can all be described as fitness cults from the methods they use for engagement from students to how they retain clients seem almost entirely based off MLM culture but with the added extra of targeting those that are vulnerable and prone to self-doubt. Playing on these insecurities is exactly what gets people to sign up and stay with these classes over time. There are some groups that act more like “traditional” cults, for example, CrossFit verbally and mentally abused students to the point where they believe that injury is their own fault rather than due to the extreme regime and the inability to quit for fear of ridicule and SoulCycle claimed to be inclusive when they actually had racist beliefs which their founder posted on Twitter. However unlike actually cults you maintain a large level of control and have the option to ignore what the instructor is saying if you don’t feel prepared for it adding to the murky definition of what a cult is.
The final part of this book looks at social media cults and conspiracy cults. Like any other cult these have the potential to cause great harm and some do but most aim to provide a sense of connection and community in a digital shed where those ideals are becoming lost to individualism. I found to be extremely relevant to me as someone who works and consume media in a primarily digital format and while I didn’t agree with everything Montell discusses, she has some extremely valid point and a simplistic writing style that makes the book very easy to consume. Once again booktube hasn’t led me astray and I highly recommend Cultish if you’re interested in cults and how they form or language itself and how we use it in a myriad of different ways.
Buy it here:
Paperback/Hardcover: amazon.co.uk amazon.com
Kindle Edition: amazon.co.uk amazon.com
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