The History of Cults in America: A Journey

Have you ever wondered why cults seem to thrive in America? What makes people susceptible to joining these alternative spiritual movements?

In her book Cultish, Amanda Montell explores the fascinating history of cults in America and their evolution over time. She delves into the linguistic techniques used by cult-like groups and examines how capitalism has influenced spiritual beliefs in the United States.

Keep reading to discover how cults have shaped America's spiritual landscape and why they continue to captivate people in the modern era.

The Rise of Cults in American History

The history of cults in America is a fascinating journey through the nation's spiritual landscape. Throughout the country's past, numerous spiritual sects and organizations have emerged that exhibit characteristics similar to cults. These groups have often gained traction during times of economic and social instability, offering people a sense of belonging and purpose when traditional institutions fail them.

The roots of this phenomenon can be traced back to the 19th century when the Protestant ethic praised qualities like ambition and determination. These values aligned perfectly with the emerging industrial capitalist society and its focus on self-improvement. This environment set the stage for the development of various alternative spiritual movements and subcultures.

The Influence of Capitalism on Spiritual Beliefs

You might be surprised to learn that capitalist thought has played a significant role in shaping America's spiritual landscape. The widespread fascination with the idea that your thoughts shape your life experiences, a central tenet of New Thought philosophy, has cultivated an environment deeply preoccupied with personal improvement.

In today's capitalist environment, personal achievements are often linked with the belief in being favored by a divine force. This notion is being exploited by entities specializing in network marketing and self-improvement. For instance, Rich DeVos's viewpoint suggests that wealth is indicative of divine approval, a concept intricately linked with the profound influence of the American Dream.

The Shift From Traditional Religion

As people's participation in conventional religious institutions diminishes, they continue to seek meaning and community elsewhere. This trend is particularly noticeable among millennials, who often identify as spiritually oriented without committing to any particular faith.

During the Fourth Great Awakening, individuals sought enlightenment by embracing Eastern philosophies and delving into mystical practices. This shift mirrored a collective yearning for meaning and unity, signifying a departure from earlier Protestant revivals.

The Rise of Alternative Spiritual Communities

The decline in traditional church memberships has paved the way for the rise of alternative spiritual communities. These groups often flourish during times of social and political unrest, offering direction amidst ambiguity.

Emerging religious beliefs flourished without hindrance in the American colonies, giving rise to communities with distinctive spiritual doctrines. Examples include the Oneida Community and the Harmony Society. Later, during the sixties and seventies, there was a notable rise in the number of groups pursuing solace and identity outside of traditional frameworks.

The Power of Language in Cult-Like Groups

One of the most powerful tools used by cult-like groups is language. They create a distinct perspective by using unique terminology and classifications that distinguish members from non-members. This specialized lexicon acts as a linguistic marker, enveloping the group in a language that mirrors shared convictions.

Linguistic Manipulation Techniques

Cult-like organizations often employ a particular style of communication that deliberately uses ambiguity and repetitive expressions. This obstructs critical reflection and isolates members from outside perspectives. For example, Scientology uses specialized language such as "individuals likely to cause disruptions" or "PTS" to distinguish its followers from outsiders, fostering a feeling of seclusion.

Clear-cut expressions like "Every event has a divine purpose" are intended to stifle discussion and critical thinking. These tactics not only prevent members from engaging with contradictory views but also reinforce a leader's control by suppressing independent thinking.

The Power of Renaming

To strengthen group cohesion, members are often given different names. This tactic is a powerful way to cultivate a sense of collective identity and distinct individuality among adherents. For instance, individuals who joined Heaven's Gate adopted new names ending with the unique suffix "-ody," symbolizing new beginnings and cementing their assimilation into the group's collective identity.

The Influence of Religious Terminology

Cult-like groups frequently incorporate elements of ritualistic expression derived from spiritual vernacular to instill conviction and ensure loyalty among their followers. They utilize specialized language and structured routines to nurture the belief in a transcendent spiritual purpose.

This unique vernacular, woven into everyday existence, enhances the lives of its members and imbues them with a heightened sense of spiritual mission. The boundaries between religion and culture often blur, allowing language typically linked to the sacred to permeate everyday life and wield influence over individuals within the group.

The Rise of Modern Cult-Like Movements

In recent years, we've seen the emergence of new types of cult-like movements, particularly in the realms of multi-level marketing (MLM), fitness, and online communities.

Mlms and the Language of Empowerment

MLMs skillfully merge the encouraging vernacular of self-improvement with the rhetoric typical of religious organizations, crafting a narrative that deceptively promises empowerment. They often refer to their schemes as "investment clubs" or "gifting circles" to disguise their true purpose.

These organizations create hierarchical structures through linguistic means, bestowing titles like "mentor" and "international representative" to cultivate an illusion of advancement within the company's established levels.

Fitness Cults and Charismatic Trainers

Specialized fitness centers and their charismatic trainers have also adopted cult-like characteristics. They foster tight-knit communities using distinctive language and rituals, creating an atmosphere that echoes spiritual assemblies.

Trainers utilize a distinctive lexicon, affirmations, and phrases that echo spiritual dialogue to evoke a sense of spiritual enlightenment. Workouts are often characterized by their ceremonial nature, with inspiring names given to each exercise to foster a sense of camaraderie and collective spirit among participants.

Online Communities and Digital Cults

The digital age has given rise to online communities that display traits comparable to those of cults. Social media platforms and algorithms play a significant role in this process, creating feedback loops that reinforce users' existing beliefs and present them with increasingly extreme content.

Exclusive online communities are often formed through the use of ephemeral content, like secretive recruitment posts or Instagram Stories, which employ specialized language. The group's unity and loyalty are strengthened by giving members unique identifiers and by developing unique hashtags that they actively use on various social media networks.

The Emergence of 'Conspirituality'

A particularly interesting development in recent years is the concept of "Conspirituality." This term describes the merging of secretive conspiracy theories with the principles often found in alternative spiritual movements, a combination that has spread widely through different social media platforms.

For example, the rapid spread of QAnon within wellness communities illustrates how easily conspiracy theories can blend with self-improvement content, thus achieving wider reach and circulation. This phenomenon highlights the evolving nature of cult-like movements in the digital age and the continued appeal of alternative belief systems in American society.