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.
Cultish: The Language of Fanaticism
by Amanda Montell
Genre: Non-fiction
About: The word 'cult' has become such an umbrella term and can mean anything from a suicide cult, to make-up that 'will change your life'. Amanda Montell delves into the language behind large followings and how they can appeal to us.
Thoughts
This is an interesting read. It's split into sections, giving focus to mass suicide cults, religious cults, online followings, fitness classes, pyramid schemes, and branding in general. Language is at the centre of all of these groups and how they can encourage people to commit extreme acts or, more commonly, pour all their time and money into something that can look crazy to those on the outside.
I really appreciated Montell's close examination of human nature. How easy it is to put our faith in something or someone if we want to believe. That could be wanting to believe that there is something after death, or it could be wanting to believe a mascara is going to revolutionise the way we look. Basically everything can be a cult, but the language used is important in differentiating what could lead you down a dangerous path rather than simply putting you a little out of pocket.
I did find some sections quite repetitive. The one talking of pyramid schemes was very interesting but the amount of times #BossBabe was referenced was a little grating - although, as a plus, that phrase is unlikely to tempt me into pouring all my savings down the drain if it ever was going to.
I also didn't enjoy the jumps around. We'd be introduced to a person's story and then pull away from them only to jump back to them later on. I found it hard to remember who was scammed by who and would have preferred a deep dive into every story rather than the 'more on that, later' we got most of the time.
Overall, this was a fascinating look into the power of language that turns fairly optimistic towards the end.
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