Here are 10 key takeaways from the book “Cultish: The Language of Fanaticism” by Amanda Montell:
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Language Creates Belonging: Groups use specialised lingo to foster a sense of community and insider status. Example: Fitness brands like SoulCycle have unique terms like “tapbacks” that bond members.
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Words Encourage Dependency: Certain phrases and thought patterns make people feel they can’t live without the group/product. Example: Multi-level marketing companies use language implying their products are life-changing.
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Coded Language Signals Ideology: Invented terms and redefined words help indoctrinate members into a group’s belief system. Example: The cult Heaven’s Gate gave members new names to reinforce their ideology.
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Euphemisms Downplay Harm: Benign labels are used for unethical or abusive practices to make them seem acceptable. Example: Scientology calls criticism “hidden crimes” to dismiss it.
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Thought-Terminating Clichés End Debate: Catchy phrases are used to shut down questioning or critical thinking. Example: The expression “it is what it is” stops further discussion.
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Semantic Stops Limit Questioning: Certain words act as roadblocks preventing deeper analysis of beliefs/actions. Example: The term “intuition” in spiritual circles overrides facts.
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Us vs Them Mentality: Insider lingo creates an in-group/out-group divide, fostering an adversarial worldview. Example: Jonestown residents had code words separating them from “outsiders”.
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Words Reframe Reality: Altering vocabulary and meanings allows groups to reshape reality for members. Example: Trump’s inflammatory nicknames for critics, like “Crooked Hillary”.
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Branded Language Sells Belonging: Companies adopt cultish language tactics to cultivate zealous customer bases. Example: Gurus and brands offer a sense of meaning and community.
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Evolving Lingo Signals Cultish Drift: Monitoring a group’s changing vocabulary can reveal if it is becoming more insular and extreme over time. Example: Tracing Qanon’s escalating rhetoric and coded terms.