This book was not on my radar until an impromptu trip to Hi-Voltage Records & Books in Tacoma, WA. I stopped in to pursue their vinyl selection in hopes of finding a Sparks record; instead Cultish jumped off the shelf and basically begged me to take it home. Full disclosure, I have recently been fascinated with cults and have gone down a deep rabbit hole watching documentaries on the topic. When I saw this book it felt like an obvious piece of the puzzle to understand how cults attract and keep their loyal followings; even when they are waving red flags like the color guard in a high school marching band.
As the name suggests, Cultish: The Language of Fanaticism looks specifically at how language is a linchpin for power. My takeaway from the book is the words that are chosen, how they are delivered, and the coded language used by the in-group, provide the emotional arousal, sense of belonging, and call to action that can motivate people to become not just followers but die hard devotees.
The author, Amanda Montell, cast an appropriately wide net when deciding which organizations to include. She also did a great job of using a spectrum to categorize “cults” according to the amount of potential harm they have done (or might do). On one end are the groups that are synonymous with evil doers like Jim Jones and Charles Manson. On the other end are groups that use the language of cults to much less nefarious ends, like selling athletic wear or cosmetics. The similarity of tactics used by the different groups is fascinating; the same strategy that will captivate a fashionista to build their identity around a specific fashion brand can also be used to compel someone seeking enlightenment to isolate themselves from friends and family and pour all their resources into a program that promises “ascension”.
This was a fun read and has added fuel to my curiosity about power dynamics and influence. I would highly recommend checking this book out if you are interested in language, brand marketing, or cults in general.