
I was reading over at Hey Alma a few weeks ago when an article leapt out at me: Jews Probably Won’t Join Your Cult by Emily Burack, all about the new book, Cultish: The Language of Fanaticism by Amanda Montell (Harper Wave, 2021). The article was great, the book sounded fascinating, and lo and behold, my library had a copy on order! I put my name on the list, and got the email that my book was in this week- of course when I already had like six books sitting at home waiting for me. As is almost always the case. Everything comes in at once. It’s a good problem to have, isn’t it?
Amanda Montell’s father grew up in Synanon, the addiction-recovery-program-turned-cult of the 1970’s, so she grew up hearing stories of cult life. But it was her background as a linguist that had her considering what makes and keeps these groups- not all of them religious- together, and the answer to that is language. Each group has its own lingo, yet they all use similar linguistic techniques to pull followers in, establish themselves as a moral (or otherwise) authority, maintain said authority and bypass certain followers’ inner warning system, and preserve the control they hold over their followers’ lives. From Scientology to Jonestown to MLMs to CrossFit to the cult of Trump, what these groups have in common is the way they use language as a means of groupthink and control, and Ms. Montell illustrates this beautifully in a book that, while academic, never strays toward the dry. This is fascinating reading.
From group-specific vocabulary to thought-terminating clichés (once you learn what these are, you’ll hear them everywhere, just as Ms. Montell warns), the language techniques used by these groups- some of which are straight-up cults, others which only tap dance on the border of cultish- follow similar patterns. That message you get from that girl you went to high school with (“Hey girl! LOVE your posts! You have such a great energy. I have the BEST opportunity for you, if you want to make some money staying at home with your kids IN YOUR PAJAMAS! Who wouldn’t love that, right???”), the fitness guru yelling at you from the screen of your Peloton, and that all-smiles dude in the suit who wants to have a chat with you about where you’re going to spend eternity all use similar tactics. They may not sound the same, they may not have the same end goal, but they’re cut from the same cloth. Listen closely, and the language they use is all similarly cultish.
I’ve read a lot of books that dissect language use over the years, and Cultish is probably at the top of that list in terms of ease of read and enjoyability. Ms. Montell delves into well-known death cults, such as Jonestown and Heaven’s Gate, but she also tackles newer groups such as Peloton, SoulCycle, CrossFit, and various MLMS- groups that, while they aren’t exactly full-on cults, at least make a lot of people vaguely uncomfortable and inspire their devotees to never, ever shut up about them. (Seriously. The MLM people, amirite???)
If you like learning about language usage, you’ll enjoy this book. If you’re interested in cults and groups that inspire their members to near-cultish devotion, you’ll enjoy this book. And if you’re interested in both things, this is definitely one you won’t want to miss. (“Hey girl! I have got a book you’re going to LOVE!”)








