Cultish

1. Language is the primary tool of influence in cultish groups

"Language is a leader's charisma. It's what empowers them to create a mini universe—a system of values and truths—and then compel their followers to heed its rules."

Power of words. Cultish groups use language as their primary tool to convert, condition, and coerce followers. They create a specialized vocabulary that bonds insiders while excluding outsiders. This exclusive jargon makes members feel special and chosen, while also making it difficult to communicate with those outside the group.

Linguistic techniques. Common linguistic tactics include:

• Creating new terms or redefining existing words
• Using euphemisms to downplay negative aspects
• Employing us-vs-them labels
• Repeating mantras and chants
• Utilizing thought-terminating clichés

These techniques work to reshape followers' reality and worldview, aligning them with the leader's ideology. The language becomes a filter through which members interpret all experiences, making it challenging to think critically or question the group's teachings.

2. Cults exist on a spectrum, from benign to destructive

"Cultishness falls on a spectrum."

Defining cults. There is no clear-cut definition of a cult. Instead, groups can be assessed based on their degree of "cultishness" - the extent to which they employ manipulative tactics and exert control over members' lives. This spectrum ranges from relatively benign groups that provide community and purpose to highly destructive organizations that exploit and harm followers.

Assessing cultishness. Factors to consider when evaluating a group's position on the cult spectrum include:

• Degree of control over members' lives
• Financial exploitation
• Isolation from outside influences
• Punishment for questioning or leaving
• Deification of the leader
• Use of manipulative recruitment tactics

It's important to recognize that many groups people casually label as "cults" may have some cultish elements without being fully destructive. Understanding this spectrum allows for more nuanced analysis of various organizations and movements.

3. Loaded language and thought-terminating clichés are key linguistic techniques

"Loaded language and thought-terminating clichés are all common examples."

Loaded language. This refers to words or phrases imbued with strong emotional associations beyond their literal meaning. In cultish groups, loaded language is used to trigger specific emotional responses in followers, bypassing critical thinking. For example, Scientology's use of "suppressive person" to label critics instantly evokes fear and hostility in members.

Thought-terminating clichés. These are simplistic phrases used to shut down questioning or debate. They provide pre-packaged answers that discourage further thought. Common examples include:

• "Everything happens for a reason"
• "Trust the process"
• "Do your own research"
• "You just don't understand"

These linguistic tools work together to create a closed system of thinking within the group, making it difficult for members to critically examine their beliefs or consider alternative viewpoints.

4. Charismatic leaders exploit psychological needs through language

"Love-bombing will feel especially good to those weathering stressful life transitions."

Psychological vulnerabilities. Cultish leaders prey on common human psychological needs and vulnerabilities, such as:

• Desire for belonging and community
• Need for purpose and meaning
• Longing for certainty in uncertain times
• Aspiration for personal growth and transformation

Linguistic exploitation. Leaders use carefully crafted language to present themselves as the solution to these needs. Techniques include:

• Love-bombing: Overwhelming new recruits with attention and affection
• Promises of exclusive knowledge or enlightenment
• Creating a sense of urgency or impending doom
• Flattery and appeals to members' special status or potential

By tapping into these deep-seated needs and desires through strategic use of language, charismatic leaders can build intense loyalty and devotion among followers, even to the point of overriding their critical thinking faculties.

5. Multilevel marketing companies employ cultish language tactics

"MLMs aren't in the business of selling start-up ventures to entrepreneurs. Like most destructive 'cults,' they're in the business of selling the transcendent promise of something that doesn't actually exist."

MLM rhetoric. Multilevel marketing companies use language strikingly similar to religious cults to recruit and retain members. Key elements include:

• Promises of financial freedom and personal transformation
• Emphasis on positive thinking and unwavering belief
• Creation of a tight-knit community or "family"
• Labeling of doubters or critics as negative influences

Linguistic manipulation. Specific tactics employed by MLMs:

• Redefining failure as a personal shortcoming rather than a flaw in the business model
• Using empowering language like "boss babe" and "entrepreneur" to mask the reality of low-paid sales work
• Creating a specialized vocabulary that bonds members and excludes outsiders
• Employing thought-terminating clichés to discourage critical thinking about the business

These linguistic strategies work to keep members invested and recruiting others, even when facing financial losses and diminishing returns.

6. Fitness studios use cult-like rhetoric to build devoted followings

"SoulCycle talks about how people 'come for the body but stay for the breakthrough.'"

Fitness as religion. Many modern fitness studios have adopted language and practices reminiscent of religious cults to create devoted followings. This trend capitalizes on the decline of traditional religious affiliation, offering a sense of community, purpose, and transcendence through physical activity.

Cultish elements in fitness. Common tactics include:

• Charismatic instructors positioned as guru-like figures
• Specialized vocabulary and mantras
• Promises of personal transformation beyond just physical fitness
• Creation of a tight-knit community with its own rituals and practices
• Encouragement of evangelism-like behavior in recruiting new members

While these elements can create powerful motivational environments, they can also lead to unhealthy obsession, financial exploitation, and guilt or shame when members fail to meet the studio's standards of dedication.

7. Social media has enabled new forms of digital cults and conspiracies

"With QAnon, there are cults inside cults inside cults inside cults; it's the ultimate cult-ception, and social media made it possible."

Digital cult dynamics. Social media platforms have created fertile ground for new forms of cultish groups and conspiracy theories. Key factors include:

• Algorithmic echo chambers that reinforce existing beliefs
• Easy formation of niche communities around shared interests or ideologies
• Rapid spread of information (and misinformation) across vast networks
• Anonymity allowing leaders to cultivate mysterious or authoritative personas

QAnon as example. The QAnon conspiracy theory demonstrates how social media enables cult-like movements:

• Decentralized structure with no clear leader
• Use of cryptic language and insider terminology
• Gamification of belief through "decoding" of clues
• Rapid evolution and incorporation of new conspiracy elements
• Ability to recruit and radicalize members entirely online

These digital cults pose new challenges for understanding and addressing cultish influence in the modern world.

8. Critical thinking and balanced skepticism are crucial safeguards

"Above all else, it's important to maintain a vigilant twinkle in your eye—that tingle in your brain that tells you there's some degree of metaphor and make-believe here, and that your identity comes not from one swami or single-minded ideology but from the vast amalgam of influences, experiences, and language that make up who you are."

Balanced approach. While it's important to be aware of cultish influence, excessive cynicism can lead to isolation and missed opportunities for genuine connection and growth. The key is developing a balanced approach that combines:

• Critical thinking skills
• Awareness of manipulative language tactics
• Openness to new ideas and experiences
• Strong sense of personal identity and values

Practical safeguards. Some strategies for maintaining this balance:

• Seek information from diverse sources
• Question absolute claims and simple answers to complex problems
• Be wary of groups that discourage outside relationships or information
• Maintain a support network outside of any particular group or ideology
• Trust your instincts when something feels off or too good to be true

By cultivating these skills and awareness, individuals can engage with various communities and ideas while protecting themselves from harmful cultish influence.

Last updated: January 22, 2025