Cultish

Cultish Plot Summary

Introduction

Language is more than just a tool for communication; it constitutes the fundamental medium through which power, identity, and influence are exercised. Every group, from fitness communities to religious movements to political organizations, develops its own distinctive vocabulary—a unique constellation of terms, mantras, and speech patterns that not only reflect their values but actively shape how members perceive reality. This linguistic dimension of group dynamics often goes unnoticed, yet it represents one of the most potent mechanisms for both connection and control. By examining the speech patterns of groups across the influence spectrum—from destructive cults like Heaven's Gate to seemingly benign fitness studios like SoulCycle—we gain unprecedented insight into how language creates community, establishes authority, and alters perception. The rhetoric employed by charismatic leaders doesn't simply describe their worldview; it constructs it. Through loaded language, thought-terminating clichés, and specialized jargon, these figures cultivate environments where their influence can flourish. Understanding these linguistic mechanisms helps us recognize when healthy community-building crosses into manipulation, allowing us to participate in groups consciously rather than submitting unconsciously to their linguistic reality.

Chapter 1: The Power of Cultish Language in Group Identity Formation

Language serves as the primary bridge between individual identity and group belonging. When we adopt the specialized vocabulary of a particular community—whether it's CrossFit's "WODs" and "boxes," Scientology's "thetans" and "auditing," or an MLM company's "downlines" and "boss babes"—we signal our membership and commitment. This linguistic adoption happens gradually, often imperceptibly, as individuals seek connection in an increasingly isolated world. The creation of a specialized language accomplishes several crucial functions simultaneously. First, it establishes boundaries between insiders and outsiders, creating what linguists call an "us-versus-them" dichotomy. When members of a group share terminology unintelligible to outsiders, they experience a heightened sense of solidarity and exclusivity. This feeling of being "in the know" satisfies a fundamental human need for belonging that has been amplified in our disconnected modern society, where traditional sources of community have eroded. Second, cultish language works to create a shared reality. When individuals repeatedly use terms like "vibration," "awakening," or "going clear," these concepts become normalized and integrated into their worldview. Research in cognitive psychology shows that language doesn't merely reflect our thoughts—it actively shapes them. When we adopt a group's terminology, we gradually internalize its underlying beliefs and values, often without conscious awareness of this transformation. Third, specialized language facilitates emotional experiences that bind members to the group. Chanting mantras, participating in call-and-response rituals, or simply using emotionally charged terminology creates powerful neurological responses. These linguistic practices trigger the release of neurochemicals like oxytocin and dopamine, reinforcing group bonds through pleasurable sensations. This explains why many cult members describe their early experiences with the group's language rituals as deeply moving, even transcendent. Finally, linguistic adaptation serves as a marker of commitment and status within the group hierarchy. Members who most fluently deploy the group's terminology demonstrate their dedication and are often rewarded with increased social capital or formal advancement. This creates a positive feedback loop where mastery of language correlates with deeper integration into the community, further reinforcing linguistic conformity. These mechanisms operate across the entire spectrum of group formations—from benign hobby communities to exploitative cults—differing primarily in degree rather than kind. Understanding this continuum helps us recognize that cultish language isn't confined to extreme religious sects but permeates everyday social environments, from workplaces to fitness studios to online communities.

Chapter 2: From Heaven's Gate to SoulCycle: Language in Different Cult Types

The linguistic patterns used by Marshall Applewhite of Heaven's Gate and SoulCycle instructors share surprising similarities despite their vastly different contexts and consequences. Both employ euphemisms, metaphorical frameworks, and repetitive mantras to create alternate realities where their authority feels natural and their worldview seems inevitable. The key distinction lies not in their linguistic techniques but in their exit costs and degree of totality. Heaven's Gate members adopted an elaborate vocabulary where death became "exiting your vehicle," Earth was "the garden," and human bodies were merely "containers." This metaphorical framework enabled followers to conceive of suicide not as self-destruction but as "graduation" to the "Next Level Above Human." Similarly, SoulCycle instructors speak of "tribes," "journeys," and "transformations," framing a 45-minute stationary bike session as a spiritual awakening. Both linguistic systems create immersive experiential worlds where ordinary activities acquire transcendent significance. In corporate environments, cultish language manifests through buzzwords like "synergy," "disruption," and "culture fit." Companies like Amazon have developed entire linguistic ecosystems with mantras like "customer obsession" and "bias for action." These phrases aren't merely descriptive; they prescribe specific behaviors and attitudes while discouraging others. The relentless focus on "innovation" and "hustle culture" creates environments where overwork becomes normalized through linguistic framing. When employees describe themselves as "crushing it" or being "in the trenches," they're participating in a linguistic reality that glorifies exhaustion. Multi-level marketing companies deploy perhaps the most recognizable form of cultish language in the business world. Terms like "boss babe," "financial freedom," and "opportunity" create a parallel universe where selling products to friends becomes a revolutionary act of female empowerment. The linguistic sleight-of-hand transforms obvious pyramid structures into "network marketing" through carefully crafted euphemisms. This specialized vocabulary doesn't merely describe the business model—it actively obscures it. Social media has amplified cultish language patterns by creating concentrated echo chambers where specialized terminology flourishes. Online communities develop increasingly esoteric vocabularies that signal in-group status, from cryptocurrency enthusiasts discussing "HODLing" and "going to the moon" to wellness influencers promoting "vibrational alignment" and "quantum healing." These digital spaces accelerate linguistic evolution and intensify the boundary between insiders and outsiders. What unites these diverse contexts is language's capacity to construct alternative frames of reference. Whether in religious, corporate, fitness, or online environments, specialized vocabularies don't simply describe different realities—they create them. The crucial difference lies in the consequences of disengagement, not in the linguistic mechanisms themselves.

Chapter 3: Conversion, Conditioning, and Coercion Through Rhetoric

The journey from curious onlooker to devoted follower involves a sophisticated progression of linguistic techniques designed to transform both behavior and belief. This process unfolds in three distinct stages: conversion, conditioning, and coercion, each employing specific rhetorical strategies to deepen commitment and diminish critical thinking. Conversion begins with love-bombing—the strategic use of validating, affirmative language that makes individuals feel uniquely seen and valued. Charismatic leaders excel at mirroring the linguistic patterns of potential recruits, creating an immediate sense of connection. They deploy phrases like "I can see your potential" or "You're not like everyone else" to establish a foundation of trust. This initial linguistic seduction doesn't rely on bizarre terminology but on heightened emotional language that resonates with universal human desires for recognition and purpose. Once individuals begin to identify with the group, conditioning techniques solidify this affiliation through repeated exposure to specialized terminology. Terms that initially sound strange gradually become normalized through constant usage. Former Scientologists describe how words like "suppressive person" and "reactive mind" initially seemed peculiar but eventually became the default vocabulary through which they interpreted reality. This linguistic immersion operates like learning a new language—awkward at first, but eventually automatic and unconscious. The conditioning phase relies heavily on binary language that divides the world into simplistic categories: enlightened/unenlightened, woke/asleep, vibrating high/vibrating low. The most concerning stage, coercion, employs language to isolate individuals from outside perspectives and prevent critical evaluation. Thought-terminating clichés—pithy phrases that shut down questioning—become prevalent: "Don't be so negative," "Trust the process," or "Your resistance shows you need this more." These linguistic shortcuts intercept rational inquiry before it can develop. Simultaneously, loaded language assigns extreme emotional significance to neutral behaviors. Terms like "disconnection" (Scientology), "suppressive" (NXIVM), or "energetic vampire" (wellness communities) create a framework where avoiding certain people or ideas seems necessary for spiritual safety. Throughout this progression, euphemisms play a crucial role in normalizing problematic behaviors. Heaven's Gate didn't discuss suicide but "shedding your vehicle." MLM companies don't acknowledge financial losses but frame them as "investing in your business." Corporate cultures don't demand unpaid overtime but celebrate "dedication" and "hustle." These linguistic substitutions gradually shift ethical boundaries by renaming troubling concepts in benign or positive terms. Significantly, this rhetorical progression doesn't require intentional manipulation by cynical leaders. Many charismatic figures genuinely believe in their linguistic frameworks and deploy these techniques instinctively rather than strategically. The power of cultish language lies precisely in its ability to transform the perception of both leaders and followers simultaneously, creating shared realities that feel authentic despite their departure from mainstream understanding.

Chapter 4: Loaded Language and Thought-Terminating Clichés as Control Tools

At the heart of cultish influence lies a linguistic arsenal specifically designed to short-circuit critical thinking. Two particularly potent tools in this arsenal are loaded language and thought-terminating clichés, which work in tandem to control perception and limit cognitive freedom. Loaded language refers to words or phrases infused with excessive emotional significance beyond their literal meaning. When Jim Jones used terms like "revolutionary suicide," he wasn't simply describing an action but invoking an entire emotional and ideological framework that transformed mass murder into a noble political statement. Similarly, when fitness instructors talk about "beast mode" or wellness influencers discuss "toxins," these terms carry emotional baggage that exceeds their objective definitions. The key function of loaded language is to trigger automatic emotional responses that bypass rational evaluation. When CrossFit coaches shout "no pain, no gain," the phrase activates associations with dedication and transformation that override the body's natural warning signals about injury. The potency of loaded language increases when familiar terms are redefined within the group context. Scientology's appropriation of "clear" and "ethics" divorces these words from their common meanings and assigns them specialized definitions comprehensible only to insiders. This linguistic hijacking creates a parallel reality where communication with outsiders becomes increasingly difficult. Members find themselves unable to translate their experiences into standard terminology, further isolating them within the group's linguistic ecosystem. While loaded language amplifies emotion, thought-terminating clichés function to shut down intellectual processing altogether. These pithy, seemingly profound statements serve as conversation-enders that prevent deeper analysis. When faced with legitimate concerns, cult leaders deploy phrases like "Everything happens for a reason" or "Trust the process" to terminate lines of inquiry before they develop. Modern equivalents appear in wellness communities ("What you resist persists"), corporate environments ("We're a family here"), and spiritual groups ("It's not your place to question"). These linguistic tools prove particularly effective during moments of cognitive dissonance—when followers encounter evidence contradicting the group's claims. Rather than engaging with contradictions, members can deploy internal thought-terminating clichés to self-soothe: "The universe has a plan," "This is testing my commitment," or "My doubts are just fear talking." These mental shortcuts preserve the belief system by providing ready-made explanations for discrepancies. The insidious aspect of these linguistic mechanisms is their ability to make followers feel they are choosing freely while actually constraining their cognitive options. By controlling the available vocabulary for expressing doubts, cultish environments limit the conceptual frameworks through which members can interpret their experiences. When the only available language for describing discomfort frames it as a personal failing rather than a legitimate concern, authentic self-expression becomes nearly impossible. Even in benign contexts, these linguistic patterns can subtly influence perception. Corporate buzzwords like "synergy" and "optimization" function as mild thought-terminators by substituting vague abstractions for precise descriptions, while terms like "rockstar employee" carry loaded meanings that normalize overwork. Recognizing these patterns in everyday speech provides a crucial first step toward maintaining cognitive autonomy in all social contexts.

Chapter 5: Modern Digital Gurus and Social Media as Cultish Platforms

The advent of social media has revolutionized how cultish influence operates, democratizing access to followers while removing traditional barriers to guru status. Digital platforms have created perfect conditions for new forms of cultish dynamics to flourish, combining algorithmic amplification with parasocial intimacy to generate unprecedented influence opportunities. Social media's structure inherently promotes cultish communication patterns. The constraints of platforms like Twitter and Instagram encourage simplified messaging, binary thinking, and emotionally charged language—all hallmarks of cultish rhetoric. Character limits and algorithmic reward systems favor dramatic pronouncements over nuanced discussion, creating environments where thought-terminating clichés thrive. Wellness influencers posting inspirational quotations with cosmic backgrounds, cryptocurrency enthusiasts promoting "HODL" mentality, and political accounts pushing partisan absolutism all benefit from these structural incentives toward linguistic extremism. Digital gurus have emerged who blend various cultish linguistic traditions into potent new formulations. Figures like Bentinho Massaro and Teal Swan combine New Age spirituality, quantum physics terminology, self-help rhetoric, and entrepreneurial language into syncretic belief systems marketed through sophisticated digital strategies. Their linguistic patterns reveal remarkable similarities to traditional cult leaders—they create specialized terminology ("quantum field," "vibrational alignment"), employ loaded language ("ascending," "awakening"), and deploy thought-terminating clichés ("trust the universe," "everything happens for your highest good")—but operate entirely through screens rather than compounds. The algorithmic architecture of social platforms amplifies these linguistic patterns by creating filter bubbles where specialized vocabulary can evolve undisturbed by outside critique. When followers exclusively consume content using the same linguistic frameworks, these terms become normalized and reinforced. The recommendation systems that suggest "similar content" ensure that once a user enters a particular linguistic ecosystem, they encounter progressively more extreme versions of the same terminology. This creates digital equivalents of physical isolation where language diverges increasingly from mainstream usage. Perhaps most concerning is how these digital linguistic environments blur the boundaries between benign and dangerous cultish influence. The same algorithmic pathways that lead from yoga videos to wellness content can eventually direct users toward anti-vaccination rhetoric, conspiracy theories, or extremist ideologies. Research has documented clear linguistic overlaps between wellness communities and radicalization pipelines, with shared terminology around "awakening," "truth-seeking," and "questioning official narratives" serving as bridges between these spheres. The parasocial relationships formed with digital personalities create powerful linguistic influence without traditional accountability. Followers feel intimately connected to figures they've never met, adopting their specialized vocabulary as a form of proximity and belonging. This linguistic mimicry happens voluntarily, without coercion, yet can profoundly shape worldviews. When an influencer with millions of followers introduces terms like "energy vampires" or "quantum healing," these concepts enter mainstream discourse without scientific validation, bypassing traditional gatekeepers through sheer memetic momentum. Despite these concerns, digital spaces also enable unprecedented democratization of information about cultish dynamics themselves. The same platforms hosting problematic gurus also support robust communities analyzing and critiquing cultish language patterns, creating new possibilities for linguistic awareness and resistance.

Chapter 6: Distinguishing Healthy Communities from Harmful Cults Through Language

Determining whether a group represents a constructive community or a dangerous cult requires careful linguistic analysis rather than relying on superficial characteristics or stereotypes. The distinction lies not in the mere presence of specialized vocabulary—all communities develop unique terminology—but in how language functions within the group's power dynamics. Healthy communities employ language that expands cognitive freedom rather than restricting it. Their specialized vocabulary serves primarily to facilitate precise communication about shared interests or experiences. Consider scientific terminology, professional jargon, or hobby-specific language—these vocabularies exist to enable nuanced discussion within domains requiring specialized knowledge. The critical distinction is that healthy communities willingly translate their terminology when communicating with outsiders rather than using language as a barrier to maintain separation. In constructive groups, terminology remains open to evolution and questioning. Members can critique, refine, or even reject certain terms without facing ostracism. By contrast, harmful cults treat their vocabulary as sacred and unalterable, with questioning the meaning or validity of terms constituting a serious transgression. This linguistic rigidity serves as a reliable warning sign, indicating that language functions primarily as a control mechanism rather than a communication tool. The handling of doubt provides another crucial linguistic marker. Healthy communities acknowledge uncertainty through qualifiers like "perhaps," "sometimes," or "in my experience," creating space for diverse perspectives. Their language accommodates complexity and encourages epistemological humility. Harmful groups, conversely, employ absolute terminology—"always," "never," "absolutely"—and frame doubts as personal failings rather than legitimate inquiry. When questions are consistently met with thought-terminating clichés instead of thoughtful engagement, linguistic control is likely operating. The emotional loading of language offers additional insight. While all communities develop affectively charged terminology, harmful cults systematically manipulate emotional associations to an extreme degree. They create artificial emotional crises through language, generating unnecessary fear, guilt, or euphoria to maintain psychological dependency. Phrases like "disconnection," "suppressive person," or "eternal consequences" carry manufactured emotional weight designed to trigger compliance rather than reflect genuine concerns. Transparency about linguistic choices represents another distinguishing factor. Healthy communities can explain why they use certain terms and acknowledge their limitations. Cult leaders, by contrast, obscure the origins and functions of their specialized vocabulary, often claiming divine or exclusive authority for their terminology. When pressed about definitions, they typically respond with circular reasoning or deflection rather than straightforward clarification. Perhaps most significantly, constructive communities maintain linguistic boundaries between their specialized domains and members' broader identities. A person might use technical language when discussing their profession or hobby while maintaining linguistic autonomy in other life areas. Harmful cults systematically eliminate this separation, ensuring their terminology invades every aspect of followers' lives—from relationships to career decisions to basic self-conception—creating total linguistic dependence. By evaluating these linguistic patterns, we can move beyond simplistic stereotypes about cults to recognize that the healthiness of any group exists on a spectrum rather than in binary categories. This nuanced understanding allows us to maintain meaningful community connections while protecting ourselves from linguistic manipulation.

Chapter 7: Language as Both a Warning Sign and a Toolkit for Critical Thinking

Language serves a dual function in relation to cultish influence—it constitutes both the primary mechanism through which undue influence occurs and our most powerful resource for recognizing and resisting such manipulation. This paradoxical relationship means developing linguistic awareness represents our strongest defense against harmful group dynamics. The earliest warning signs of problematic group influence typically appear in language patterns long before more obvious forms of control emerge. Subtle linguistic shifts—the introduction of unnecessary jargon, increasing use of absolute terminology, proliferation of us-versus-them rhetoric—often precede explicit behavioral demands or financial exploitation. By developing sensitivity to these linguistic red flags, individuals can identify potentially harmful dynamics in their early stages, before deeper commitment occurs. This awareness functions like an early warning system, allowing for thoughtful evaluation rather than reactive response. Linguistic analysis offers particular value because it can be conducted discreetly, without confrontation. When concerned about a friend or family member's involvement in a potentially harmful group, examining the changes in their speech patterns provides insight without triggering defensive reactions. Noting shifts from nuanced, individualized expression to repetitive use of group catchphrases, thought-terminating clichés, or loaded terminology offers objective evidence of influence that can inform constructive intervention. Beyond recognition, language provides tools for maintaining cognitive autonomy within group settings. Individuals can consciously practice linguistic resistance strategies—mentally translating specialized terminology back into ordinary language, questioning loaded terms, unpacking thought-terminating clichés into their component claims. These internal practices preserve critical thinking even when external expression of doubts might prove difficult or dangerous. The relationship between language and reality operates bidirectionally—speech patterns shape perception, but consciously chosen language can also reshape it. Former cult members frequently describe how reclaiming linguistic autonomy played a crucial role in their recovery process. By deliberately rejecting loaded terminology and reestablishing their personal vocabulary, they gradually reconstructed their conceptual frameworks and regained interpretive freedom. This linguistic recovery often begins with simply recognizing that alternative descriptions exist for experiences previously confined to cult terminology. Educational systems can incorporate linguistic awareness as a form of intellectual immunization against undue influence. Teaching students to recognize thought-terminating clichés, analyze loaded language, and question euphemisms provides lifelong protection against manipulation. This linguistic critical thinking transcends specific contexts, offering value across political, religious, commercial, and interpersonal domains. Perhaps most hopefully, language itself evolves through conscious usage. By intentionally developing more precise, nuanced terminology for discussing group dynamics—moving beyond simplistic cult/not-cult binaries toward more sophisticated conceptual frameworks—we collectively improve our ability to navigate complex social landscapes. This linguistic evolution creates possibilities for healthier community formations that satisfy legitimate needs for belonging and meaning without sacrificing autonomy. The ultimate insight offered through linguistic analysis of cultish influence is that awareness itself provides protection. When we recognize language as both the medium of manipulation and the means of resistance, we transform from passive recipients of linguistic influence into active participants in creating our conceptual realities.

Summary

The fundamental insight emerging from this exploration is that language constitutes both the primary vehicle for cultish control and our most potent defense against it. Rather than viewing manipulation as something that happens only in extreme "cult" settings, we must recognize that influence through language exists on a spectrum pervading ordinary life—from workplace jargon to fitness studios to social media. This awareness doesn't require abandoning all group affiliations but instead enables conscious participation rather than unconscious submission. The practical wisdom offered is that by developing sensitivity to specific linguistic patterns—loaded language, thought-terminating clichés, us-versus-them rhetoric, specialized jargon, and absolutist terminology—we gain a toolkit for evaluating any group environment. This linguistic awareness serves as an early warning system, allowing us to recognize problematic dynamics before deeper entanglement occurs. The ultimate protection against undue influence doesn't come from avoiding all communities but from maintaining conscious ownership of our language and, by extension, our conceptual frameworks. In a world where belonging remains a fundamental human need, linguistic awareness enables us to seek connection without surrendering autonomy.

About Author

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Amanda Montell

Amanda Montell is a writer, linguist, and podcast host living in Los Angeles. She is the author of three nonfiction books, Cultish: The Language of Fanaticism, Wordslut: A Feminist Guide to Taking Back the English Language, and The Age of Magical Overthinking: Notes on Modern Irrationality (forthcoming April 9, 2024 from OneSignal). She is also a creator and host of the hit podcast, Sounds Like A Cult. Amanda’s books have earned praise from The Washington Post, The Atlantic, Kirkus Reviews, and more. Cultish was named a best book of 2021 by NPR, was shortlisted for several prizes including the Goodreads Choice Awards and getAbstract International Book Award, and is currently in development for television. Sounds Like A Cult won “Best Emerging Podcast” at the 2023 iHeart Radio Podcast Awards and was named a best podcast of 2022 by Vulture, Esquire, Marie Claire, and others.Amanda’s essays and reporting have appeared in The New York Times, Harper’s Bazaar, Marie Claire, and elsewhere. She was born and raised in Baltimore, MD and holds a degree in linguistics from NYU. Find her on Instagram @amanda_montell or Substack at amandamontell.substack.com.

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