Are you curious about how language can be a powerful tool for both enlightenment and manipulation? How can it shape our beliefs and values? What role does it play in infamous cults like Jonestown and Heaven's Gate, as well as in subtle influences like multi-level marketing companies and fitness studios? How has the digital age transformed the cult-like dynamics? Dive in to explore the world of cult-like groups, deceptive marketing, and the profound influence of language on human behavior.

Cultish: The Language of Fanaticism

At the age of thirteen, Tasha Samar was captivated by the chants and prayers spilling out of a Kundalini yoga studio in Massachusetts. The group, adorned in white from turban to toe, was part of the Healthy, Happy, Holy Organization, or 3HO—a Sikh-derived “alternative religion.” 

Tasha's fascination led her to become an integral part of this group, dedicating eight years of her life to following their strict teachings and becoming a full-time Kundalini yoga instructor.

On the other side of US, in Los Angeles, Alyssa Clarke, a college freshman, was drawn to the tight-knit community of CrossFit. In no time, she was captivated by their lingo and culture, adopting their unique fitness terms and even their diet.

While Tasha and Alyssa's stories may seem unrelated at first glance, they both highlight the influence of cult-like groups. This influence, as it turns out, is intricately connected to language. From the redefinition of existing words to powerful mantras and secret codes, language is the primary means by which cultish influence occurs. 

But the term "cult" isn’t as straightforward as it seems. From its origins as a descriptor for homage paid to divinity, it has evolved over time to encompass a wide range of groups and holds different implications depending on context. The term has been used to label everything from new religions and workout fads to social media influencers and start-ups.

Language is the leader's charisma. It empowers them to create a mini-universe, a system of values and truths, and then compel their followers to adhere to its rules. When used maliciously, it can isolate, obscure truths, and emotionally charge experiences. However, it can also be used to create a sense of community and solidarity, and to rally people around a humanitarian mission. 

Exploring the wide spectrum of cults and their unique lexicons, from infamous suicide cults like Jonestown and Heaven's Gate to controversial religions like Scientology and subtler influences such as multilevel marketing companies and fitness studios, the goal is to offer a new perspective on the power of language in shaping our beliefs, values, and sense of belonging.

Can Language Turn Fitness Studios and Yoga Groups into Cults?

"Drinking the Kool-Aid" is a phrase that has come to symbolize blind adherence to a belief, often to one's detriment. This phrase, now commonly used in everyday conversations, originated from the tragic event that unfolded in Jonestown, Guyana in 1978. 

Over 900 followers of the Peoples Temple, led by charismatic leader Jim Jones, died in a mass murder-suicide event, consuming a lethal concoction of cyanide and grape-flavored drink, often mistakenly remembered as Kool-Aid. 

At its core, the Peoples Temple was a socio-political movement that began as a racially integrated church in Indianapolis in the 1950s. It evolved into a progressive movement in Northern California before finally establishing in Jonestown, Guyana. 

Jones, who was hailed as a prophetic political revolutionary, used language as a powerful tool to attract and condition his followers. Through his use of loaded language, thought-terminating clichés, and us-versus-them labels, Jones was able to exert control and manipulate his followers' perceptions of reality. 

Similar to Jones, Marshall Applewhite, the leader of Heaven's Gate, used language as a means of control. Applewhite and his followers believed in the existence of a heaven-bound spacecraft that would transport them to a higher plane of existence. The group's use of euphemistic language, such as referring to suicide as "exiting your vehicle", served to mask the grim reality of their belief system. 

Language, therefore, plays a crucial role in shaping and influencing our beliefs and actions. While it can serve as a powerful tool for manipulation and control, it can also be used to inspire and engage. 

The key is to be aware of the power of language, and to critically evaluate the messages that we consume. It's important to remember that even the most persuasive language can't convince us of things we're not already open to believing. The tragic events of Jonestown and Heaven's Gate remind us of the importance of critical thinking and the dangers of blindly following charismatic leaders.

Language as a Lethal Weapon

When she was 19, Amanda Montell, the author, found herself in a strange situation with Scientologists in LA. It was a summer of mild depression, a part-time job, and hanging out with her friend Mani, a free-spirited aspiring actress. One day, they were approached to take a "personality test" at the Church of Scientology. Mani, ever adventurous, insisted they go. 

The Scientology HQ was an elaborate 377,000-square-foot cathedral. They spent hours inside, first touring a museum filled with E-Meters and propaganda, then taking a lengthy personality test. When it was time for the results, they were separated. The recruiter critiqued her personality, offering Scientology as the solution to her flaws.

Years later, she learned the true depths of Scientology's manipulation from ex-member Cathy Schenkelberg. Cathy had been deeply entrenched in Scientology for 18 years, losing money, relationships, and nearly her career before escaping. She painted a picture of a church that ensnared people with promises of betterment, only to isolate and exploit them.

Cathy's experience revealed the cult's use of specialized jargon to create an insular community. Words like "enturbulated" (upset) and "PTS" (Potential Trouble Source) were part of a lexicon that isolated members from the outside world. Members were subjected to rigorous "Word Clearing" sessions, ensuring they understood and conformed to the church's language and ideology.

Her own brush with Scientology ended when she remembered her mother's timeshare warning—never let them take you to the "next room." She stood up, firmly declined further involvement, and left with Mani. Reflecting on the ordeal, she realized how close she came to a deeper entanglement.

Glossolalia, or speaking in tongues, fascinated her since watching "Jesus Camp" as a teen. This practice, common in some Christian sects, involves uttering unintelligible sounds believed to be a divine language. While some studies suggest it reduces stress and increases self-confidence, it can also make participants highly suggestible, leaving them vulnerable to manipulation.

Religious language, whether in glossolalia or Scientology's jargon, is profoundly performative, shaping reality for believers. It creates a sense of community and shared identity but can also be used to control and exploit.

Abbie Shaw, an ex-member of Shambhala, another religious group, echoed these sentiments. She had joined Shambhala seeking spiritual growth but found herself trapped in a hierarchy that used thought-terminating clichés to stifle dissent. She eventually left, grappling with the manipulation she'd experienced.

Both Cathy and Abbie now navigate their spiritual paths cautiously, aware of the power of language and the importance of maintaining autonomy. For those who've escaped such environments, reclaiming their language and telling their stories is a crucial part of healing.

Can Language in Religious Practices Be a Tool for Manipulation and Control?

The American Dream is a captivating narrative, promising everyone a chance at prosperity. Enter the world of Multi-Level Marketing (MLM), where this dream is repackaged and sold as a "once-in-a-lifetime opportunity" to become a "boss babe." The reality, however, is that MLMs are often nothing more than a pyramid scheme dressed up in a faux-empowering lingo.

Take Becca Manners, a middle-school friend of Montell who suddenly started selling a weight-loss scam on Facebook. Through her, the underbelly of MLMs is revealed - a world driven by aggressive recruiting, where success is measured by the number of people you can convince to join. Relying heavily on the use of buzzwords and inspirational language, MLMs peddle the idea of financial independence and personal empowerment, all while avoiding the mention of the financial risk involved.

The toxic positivity, the us-versus-them narrative, and the grandiose promises of MLM rhetoric are baked into the American society, a result of the blend of Protestant capitalism and the myth of meritocracy. The result is an industry that uses language as a weapon, conditioning its recruits to believe in the dream, even when the reality is a financial loss and shattered dreams.

As we navigate through the language of MLMs, we find an industry built on the manipulation of hope and the illusion of control. Words are used to gaslight recruits, convincing them that if they fail, it's because of their own inadequacies, not the flawed system. The MLM narrative is a masterclass in deceptive marketing, a toxic blend of faux empowerment and financial exploitation. 

And yet, despite the criticism and lawsuits, MLMs continue to thrive, continually reinventing themselves to fit the changing societal trends. The resilience of MLMs is a testament to the power of language and the enduring allure of the American Dream.

MLMs: The Toxic Blend of Faux Empowerment and Financial Exploitation

Immersed in the high-energy world of power marching, Montell found herself chanting “I am powerful beyond measure” alongside her parents in their living room. They were participating in an online intenSati class, a cult-favorite workout created by Patricia Moreno, filled with affirmations and movements like WILLPOWER, STRONG, BRAVE, and ABUNDANCE. Surprisingly, Montell felt a wave of emotion and began to cry, much to her parents' surprise.

Montell and her parents are skeptics, often rolling their eyes at these so-called "cult workouts." However, as they marched, punched, jumped, and repeated powerful affirmations, Montell realized that the language of these workouts held immense power to inspire and transform.

This new wave of fitness isn't just about physical strength. Boutiques like SoulCycle, CrossFit, and Peloton have created sacred spaces where customers find personal mentors, make friends, overcome challenges, and realize their potential, all while breaking a sweat. It's not just a workout; it's a movement, a community, and for some, even a religion.

Yet, it's crucial to recognize the thin line between inspiration and exploitation. Some fitness gurus, like Bikram Choudhury of Bikram Yoga and the founders of CorePower, have faced lawsuits for financial exploitation and sexual assault. The language of these fitness 'cults' can sometimes be manipulative and harmful, echoing the rhetoric of notorious cults like Scientology and Amway.

So, before you dive headfirst into the world of cult fitness, ask yourself some vital questions. Is the group genuinely inclusive? Can you participate casually, or does it demand your entire time and faith? If you choose to leave, what is the exit cost? Ultimately, you're in charge of your own fitness journey. Choose what uplifts you, empowers you, and makes you feel stronger than you seem.

Are Fitness 'Cults' Empowering or Exploitative? Understanding the Thin Line

In the digital age, cults have taken a new form - they're no longer just secluded groups in remote locations. They've infiltrated our daily lives through social media platforms like Instagram, and even through businesses like SoulCycle and LuLaRoe. We often unwittingly participate in these “cults” that use powerful language and rituals to create a sense of belonging and purpose.

In June 2020, Montell's Instagram feed became a confusing amalgamation of COVID-19 posts, Black Lives Matter content, and a medley of New Age influencers and conspiracy theorists. Amidst this digital chaos, she stumbled upon Bentinho Massaro, a self-proclaimed spiritual guru with 40,000 followers. Massaro, with his charismatic European accent and confident demeanor, sells enlightenment at varying prices—ranging from a simple follow on Instagram to $600 per hour Skype sessions.

Massaro manipulates his followers with a twisted blend of spiritual jargon and thought-terminating clichés, designed to make them mistrust science and their own thoughts. His teachings promote unsafe messaging about suicide, yet his followers remain largely devoted, even after a tragic incident at a spiritual retreat led to a follower's suicide.

This phenomenon isn’t isolated to Massaro. New Age influencers like Heather Hoffman and "Dr" Joe Dispenza, who exploit SEO and web-marketing strategies to sell their spiritual advice, litter Instagram. They use vague, academic-sounding language to project an air of credibility, appealing to their followers' desire for uniqueness and need for certainty during uncertain times.

However, not every spiritual influencer is dangerous. Some provide inspiration, validation, and solace, offering a largely positive experience. But the clout-hungry always find their way to social media—a machine that fuels our most narcissistic tendencies. They exploit the platform's ability to create ideological sects, trapping followers in an echo chamber of reinforcing beliefs.

The rise of QAnon, a fringe online conspiracy theory that has grown into a dangerous cult-like movement, further underscores the power of social media. Its complex sociolect, filled with acronyms and coded language, creates an immersive alternate reality. Despite its harmful potential, it's difficult for followers to walk away due to the psychological loss of connection, occupation, and self-worth.

While it's easy to write off these groups as evil, it's not entirely fair or accurate. SoulCycle is not Scientology, and Instagram influencers are not Jim Jones. It's important to stay vigilant and critical, but not to the point of complete cynicism. However, we must also be aware of the potential dangers and manipulations, especially in the digital age where cult-like influence is just a click away.

Cults in the Digital Age: The Dangerous Allure of Instagram Gurus and Social Media Movements

"Cult" is a term that has evolved over time, now used to describe a broad range of groups from new religions to workout fads to social media influencers. Language is the charismatic leader of these groups, creating a unique universe of values and truths for followers. It can be used to isolate, obscure truths, or emotionally charge experiences, but it can also foster a sense of community and solidarity.

The infamous Jonestown and Heaven's Gate cults, controversial religions like Scientology, and even subtler influences such as multilevel marketing companies and fitness studios all utilize language to shape beliefs, values, and sense of belonging. The phrase "Drinking the Kool-Aid," a symbol of blind adherence to a belief, originated from the tragic event at Jonestown, Guyana in 1978 where over 900 followers of the Peoples Temple died in a mass murder-suicide event.

Multilevel Marketing (MLM) companies, on the other hand, repackages the American Dream as a "once-in-a-lifetime opportunity" using buzzwords and inspirational language. The reality, however, often involves financial loss and shattered dreams.

The world of fitness is also not immune to cult-like influences. Boutiques like SoulCycle, CrossFit, and Peloton have created sacred spaces where customers find personal mentors, overcome challenges, and realize their potential. Yet, the line between inspiration and exploitation can be thin, with some fitness gurus facing lawsuits for financial exploitation and sexual assault.

In the digital age, cults infiltrate daily lives through social media platforms and businesses, using powerful language and rituals to create a sense of belonging. The rise of QAnon, a fringe online conspiracy theory that has grown into a dangerous cult-like movement, also underscores the power of social media.

While it's essential to stay vigilant and critical of these groups, it's also crucial to recognize their potential benefits and not dismiss them entirely as evil. Understanding the power of language and the importance of maintaining autonomy can help navigate these influences.

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Cultish: The Language of Fanaticism

Amanda Montell

Are you curious about how language can be a powerful tool for both enlightenment and manipulation?

How can it shape our beliefs and values?

What role does it play in infamous cults like Jonestown and Heaven's Gate, as well as in subtle influences like multi-level marketing companies and fitness studios?

How has the digital age transformed the cult-like dynamics?

Dive in to explore the world of cult-like groups, deceptive marketing, and the profound influence of language on human behavior.

Key Ideas

#1