What Makes Cults So Powerful? Insights from 'Cultish; The Language of Fanaticism’.

With a glimmer of willingness, languages can do so much to squash independent thinking, obscure truths, encourage confirmation bias& emotionally charge experiences such that no other way of life seems possible.

One mundane morning, while skimming through The Hindu newspaper, a small column on book recommendations caught my eye. The title 'Cultish; The Language of Fanaticism' and its beautiful cover piqued my interest.

I was always curious to know how people became part of sects and communities that are visibly toxic to themselves. I never understood the science behind the reason why everybody gravitated towards the majority party or the powerful group. Was the motivation the feeling of importance? Or was it something else? Or was it just manipulation? I have always wondered about the Whys behind human choices let's say the Whys behind weird human choices.

Cultish seemed to have some answers for me as I read the blurb and it was one of the very few books I was so excited to start reading. Now that I look back to the book I want to share some key takeaways that linguist  Amanda Mondell shared in the book giving me a whole new perspective on the functioning of society.

As Mondell rightly points out, we are still hunting for a satisfying answer to the question of what causes seemingly “normal people” to join and more important stay in fanatical fringe groups with extreme ideologies. Explaining the examples of the Jonestown massacre and Scientology, Mondell elaborates on the language of fanaticism and the power of words in propelling cults and extremist groups. 

Herd Mentality to begin with.

According to a study, when the first five students gave blatantly incorrect answers, 75% of test subjects ignored their own judgment and followed the majority. Charismatic leaders exploit this desire for group validation and fear of alienation. Belonging to a group, right or wrong, provides a sense of significance that individuals may not have previously experienced.

I don’t have to choose anymore.

Cult behaviors are not limited to religion or politics; they are pervasive in health, fitness, and social media. After all, following a guru who provides an identity template -from one’s politics to one’s hairstyle- eases that chooser’s paradox.

To quote from the book, "The result of all these institutions is the same: a power imbalance built on members’ devotion, hero worship, and absolute trust, which frequently facilitates abuse by unaccountable leaders. The glue that keeps this trust intact is members’ belief that their leaders have rare access to transcendent wisdom, allowing them to control systems of rewards and punishments both on Earth and in the afterlife."

How does Language work, for better and for worse to make people submerge in zealous ideological groups with unchecked leaders? How does it keep them in the whirlpool?

The book delves into the 'revolutionary suicide' of Jonestown in 1978, where 900 people were coerced into drinking cyanide-laced Kool-Aid at Jim Jones's whim. Jones, a linguistic chameleon, used shrewd rhetorical strategies to attract and condition followers.

Jonestown massacre is the climax of the cult group led by Jim Jones like every other suicide cult which took an apocalypse stance on the universe with them at its center and believed that their imminent demise means everyone else must go down too. 

The book presents us with an answer to the question of what makes people join cults like Jonestown. What makes them stay? What makes them behave in wild, baffling, sometimes gruesome ways?

Using systematic techniques of conversion, conditioning, and coercion, with language as their ultimate power tool, leaders were able to inflict unforgettable violence on their followers without personally laying a finger on them.

Cultish Language isn't a magic bullet or lethal poison; it's more like a placebo pill.

The power of loaded language & Thought terminating cliche

When a word of phrase takes on such baggage that its mere mention can spark fear, grief, dread, jubilation, reverence (anything) a leader can exploit it to steer followers’ behavior. This lingo is what some psychologists call loaded language.

Coined by psychiatrist Robert J Litton in 1961,  Thought terminating cliche means catchphrases aimed at halting an argument from moving forward by discouraging critical thought or semantic stop signs to hastily dismiss dissent or rationalise flawed reasoning.

Language crafted carefully like this will prevent the followers from digging further or finding the truth and quashes independent thinking. Loaded language and thought-terminating cliches are parts of a cult’s everyday banter.

The US vs THEM verbiage

The "Us vs. Them" rhetoric often stands out and perpetuates violence. Cult leaders gain followers not solely because people love them, but also due to the followers' dislike or hatred for others. These leaders consistently find ways to make their followers view those outside the group as inferior. This modus operandi works well in instigating violence and dislike and turning even friends into foes. This mentality is quite prevalent in political and religious affairs.

A cult injects into one a lifestyle, a belief, or an idea that presents one with rules, even unspoken rules of how to be.

Elaborating on these nuances and amazing intricacies of the language of fanaticism, Amanda Mondell gives us a very compelling read with her book Cultish.  

In conclusion, 'Cultish' asks us to maintain a vigilant awareness that our identity comes from a vast amalgam of influences, experiences, and languages. Mondell reminds us that by holding onto this awareness, we can engage with cultish groups without losing ourselves.

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