PDF Summary:Cultish, by Amanda Montell

Modern life provides fertile ground for the rise of groups exhibiting cult-like behaviors and traits. In Cultish, author Amanda Montell explores how language serves as a powerful instrument of control and influence within such collectives. She reveals the linguistic tactics used to foster a distinct identity, reinforce belief systems, and diminish critical thinking among members.

Montell also examines the cultural conditions that enable cult-like dynamics to take hold, from economic uncertainty and declining trust in institutions to the interplay of consumerism and spiritual beliefs. Additionally, the digital age has given rise to online communities displaying cult-like characteristics through algorithms, attention economies, and specialized vernacular.

(continued)... The decrease in traditional church memberships has led to an increase in the number of individuals, especially among millennials, who 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, which mirrored a collective yearning for meaning and unity, signifying a shift away from earlier Protestant revivals.

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

Our understanding of different religions' validity is influenced by societal standards, which also determine the degree of recognition and respect given to various groups as they seek fellowship. The term "cult" has become negatively charged due to its links with infamous figures and tragic events, such as the devastating mass deaths at Jonestown, which have tainted the reputation of non-traditional religious groups.

Ideologies that exhibit characteristics akin to cults often become more popular during times of economic and social instability.

Cult-like ideologies tend to become more popular in times when there is political and social instability and when people's confidence in established institutions wanes. During periods of social and financial upheaval, as individuals struggle with deep existential inquiries and yearn for a sense of belonging, direction, and kinship, it is typical for collectives to arise that exhibit characteristics of a cult. During such times, mainstream institutions often decline while unconventional collectives emerge, providing direction amidst the ambiguity.

During these cultural shifts, individuals gravitate towards persuasive figures capable of guiding unconventional spiritual groups, offering alternatives that stand apart from conventional standards.

The widespread climate of social and political unrest, particularly in a time characterized by intrusive surveillance capitalism and widespread misinformation, exploits the fundamental human need for belonging, thereby fostering conditions that are ripe for the rise of groups that provide a sense of community and new identities. Michael Shermer emphasizes our natural tendency to pursue relationships and purpose, which can make us susceptible to the allure of cult-like groups. Individuals who have become wary of traditional religious institutions often still harbor an innate longing for solace, which leads them to become part of organizations that bear a striking resemblance to cults.

The employment of unique terminology and expressions by multi-level marketing organizations, along with groups focused on alternative spirituality and fitness, cultivates a devoted base that evokes the loyalty found in cult-like environments.

Groups with unconventional spiritual beliefs, marketing schemes based on hierarchical recruitment, and fitness communities frequently use unique terminology and convincing methods that cultivate strong allegiance and an us-versus-them attitude, setting apart insiders from outsiders.

MLMs frequently use language that originates from the realms of personal development and spirituality to spread a false story 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 refer to their schemes as "investment clubs" or "gifting circles" to disguise their true purpose.

The use of complex language and the establishment of clear boundaries between those within the group and those outside, along with the deployment of definitive, unequivocal language, plays a key role in drawing in and indoctrinating new adherents.

MLMs distinguish themselves from conventional jobs by employing a specialized vocabulary that fosters a sense of exclusivity and detachment. Participation in the multi-level marketing scheme offers the allure of a radically changed life, which is in sharp contrast to the concept of being trapped in a system of bureaucratic servitude.

The construction of a hierarchical, authoritarian power structure through linguistic means

MLMs create hierarchical structures through linguistic means, bestowing titles like "mentor" and "international representative" to cultivate an illusion of advancement and hierarchy within the company's established levels. The use of compelling metaphors such as "ladder" and specific jargon obscures the true nature of the organizational hierarchy and cultivates devotion to the core tenets of the enterprise.

The magnetic appeal of specialized fitness centers and their persuasive trainers.

Charismatic trainers at specialized fitness centers foster a tight-knit community using distinctive language and rituals, creating an atmosphere that echoes that of spiritual assemblies, which in turn draws in a devoted customer base.

The incorporation of rituals, affirmations, and spiritually resonant language plays a substantial role in fostering a sense of belonging that goes beyond the everyday experience.

The trainers at these fitness facilities utilize a distinctive lexicon, affirmations, and phrases that echo spiritual dialogue to evoke a sense of spiritual enlightenment. Workouts were often characterized by their ceremonial nature, with inspiring names given to each exercise to foster a sense of camaraderie and collective spirit among those taking part.

The exaltation of fitness gurus as infallible authorities contributed to the enabling of manipulation and mistreatment.

Charismatic fitness instructors can sometimes develop an exaggerated perception of their significance, which they may exploit by verbally abusing others or engaging in various forms of improper behavior. The internal dynamics of the communities are maintained through the use of language that elevates instructors to the status of unquestionable leaders. Despite accusations of bigotries such as racism, sexism, and discrimination based on body size, the adoration for these individuals persists, unaffected by their potentially exploitative actions.

Digital platforms and language use have fostered the emergence of online communities that display traits comparable to those of cults.

Researchers and sociologists are keenly interested in understanding the way today's digital landscape shapes group dynamics and belief systems, particularly through the intricate interplay of social media, language, and the rise of online communities that exhibit traits akin to cults.

The Influence of Algorithms and Attention Economies in Magnifying Marginal Beliefs

Digital platforms play a significant role in creating various groups, some of which may be obscure and potentially detrimental. Algorithms play a significant role in this process by creating feedback loops that reinforce users' existing beliefs and present them with increasingly extreme content.

The use of specialized language and ephemeral content, along with the cultivation of social connections that are unreciprocated, creates an atmosphere of exclusivity and exerts influence and dominance.

Exclusive online communities are often formed through the use of ephemeral content, like secretive recruitment posts or Instagram Stories, which employ a 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. Influencers such as Bentinho Massaro employ tactics that foster a sense of closeness and direct engagement, thereby securing the allegiance of their collective audience by nurturing one-sided relationships that give the impression of a personal connection.

Esoteric spiritual beliefs and conspiracy theories have merged, leading to the emergence of what is known as 'Conspirituality.'

The concept of "Conspirituality" 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. Teal Swan captivates and grows her following by integrating medical jargon with mystical components. The rapid spread of QAnon within wellness communities, which often question the motives and practices of major pharmaceutical companies or the safety of "5G" technology, illustrates how easily conspiracy theories can blend with self-improvement content, thus achieving wider reach and circulation.

The use of specific terminology and repeated expressions in the online environment, reminiscent of tactics used by cults, impairs critical thinking abilities.

The evolution of strategies on social media reflects the methods of groups often referred to as "cults," which involve the use of language that evokes strong emotions and the repetition of certain phrases that can impede thoughtful analysis. Allegations of involvement with cults can quickly end discussions and stifle dissenting opinions online, mirroring the manipulative strategies seen in traditional cults. Grasping the methods used in online settings is crucial to recognizing the influence that internet groups can wield. Platforms such as QAnon employ terms such as "ascension" to provide adherents with a feeling of exclusive enlightenment, which in turn intensifies division and isolation.

In summary, it is crucial to comprehend the subtle methods by which language and digital environments cultivate group behaviors that are comparable to those found in cults, especially as we move forward into a time where social networking sites are prevalent. Social media has evolved into a digital domain where a following that mirrors the characteristics of a sect can not only establish itself but also thrive, due to algorithms that amplify a bubble of common beliefs and the strategic use of unique terminology that cultivates an atmosphere of exclusivity.