A review by abicaro17
Cultish: The Language of Fanaticism by Amanda Montell

dark informative reflective medium-paced

4.5

Montell investigates the way that cult language has integrated into much more of our everyday activities. From MLMs to Crossfit, broad and manipulative language convinces all kinds of people to buy into their brands. Starting off in Guyana with Jonestown, Montell explains that most people have the instinct to trust average middle age white men who seem to listen and care about the things they care about. This is how Jim Jones was able to convince people to literally drink cyanide juice when the government was coming to shut him down. It's also how #BossBabes recuit downlines in MLMs like Rodan+Fields and Luluroe, how Crossfit and Peleton trainers convince people to come to class, and how Instagram gurus sell juices and CBD oil. By using generic language that sounds knowledgeable or relatable, these companies, brands, or gurus can sell their products, their #BossBabe lifestyle, or even $2,000 machines. This book was both interesting and relatable, using interviews with people who fell for "cultish" like some followers of Jonestown, some #BossBabes, and news stories of QAnon followers. I feel like I learned a lot about why people join cults and cult like groups and how the language changes to fit different kinds of cults. I think my only complaint was some of the language was explained once and then never again so if I forgot what it was the book was confusing. Otherwise it was entertaining and enlightening. 
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