The language of cults, from religious ones to multi-level marketing schemes, from fitness to political & conspiracy groups. The 47th US president is mentioned 25 times in the text and 14 more in the notes. A survey of online & offline influencers.
Some examples of common techniques are: (1) cults have their own jargon: elusive acronyms and insider-y mantras. It all inspires a sense of intrigue, so potential recruits want to know more; then, once they’re in, it creates camaraderie, such that they start to look down on people who aren’t privy to this exclusive code. (2) create community, establish an “us” and a “them,” to align collective values, to justify questionable behavior, to instill ideology and inspire fear. And the most compelling techniques had little to do with drugs, sex, … instead, they had everything to do with language. (3) the thought-terminating cliché. Catch phrases aimed at halting an argument from moving forward by discouraging critical thought. Also known as semantic stop signs, to hastily dismiss dissent or rationalize flawed reasoning.The author discusses many organizations that use language to influence people. She starts with the most infamous cults that led to mass suicides, such as Jonestown and Heaven’s Gate, before moving on to other religious-type organizations. She doesn’t stop there. Next is MLMs (multi-level marketing) groups like Mary Kay and Amway. Next comes exercise groups like SoulCycle and CrossFit. She closes with political groups like QAnon and politicians.
She struggles to differentiate between good and bad groups. The words and intonation put exercisers in a transcendent headspace, but just for the length of a class. If it gets to be too much, followers are free to tap out at any time without life-ruining exit costs. Fitness studios have their followers’ consent. At least they’re supposed to. However, as we’ve learned, wherever there are magnetic leaders charging money for meaning, there’s the chance for things to go awry.
She makes influencing groups of people seem easy and sleeping at night hard.
The author has a podcast called, Sounds Like a Cult.
Check out https://amazon.com/shop/influencer-20171115075 for Omega Cat Press books and book recommendations.
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