When people think of cults, it is often common to wonder how the participants ended up buying into the message. From the outside, the flaws of the cult may seem obvious or downright unbelievable. However, there is an often overlooked reason these groups are so compelling: language. Cult leaders who know how to leverage the spoken and written word can quickly gain a massive following.
Cults use language as a tool to manipulate, persuade, isolate, and control members. In most cases, these linguistic tactics are covert and seamless; spotting them once youโve been exposed may be harder than you think. Here are some warning signs of cult language and why it is so potent in converting followers.
What Is a Cult?
A cult is any group that is dedicated to a person, idea, or even an object. What distinguishes a cult from other communities, such as religious groups, is the excessive or even obsessive devotion members display. Cults are also characterized by isolation, stricter than normal control from leaders, and the discouragement or prohibition of questioning the cultโs beliefs. Cults tend to be small because it is hard to exert tight control over increasingly large numbers of people, but this is not a hard rule; some cults throughout history have boasted thousands or even tens of thousands of members.
Language as a Cult Tool
While many factors contribute to the formation of a cult, such as societal or cultural pressure and oppression, one of the most impactful drivers that turns people toward cults is language. Even highly rational people who do not believe they are susceptible to cult influence may be swayed thanks to the language the cult leaders useโand not all cult leaders appear to be such. Some strategies that are often found in cult linguistics include:
Love-bombing
By nature, humans crave acceptance and thrive on praise. Cult leaders often understand this and weaponize it by strategically utilizing language to quickly overcome new participantsโ apprehension. This process is called love-bombing. For instance, suppose that a person is interested in what someone (unbeknownst to them, a cult leader) has to say. They join a meeting with that leaderโs community to learn more. Immediately, they are warmly and enthusiastically welcomed. โWeโre so glad youโre here!โ โWelcome home!โ Where possible, the cult provides a higher level of validation than the person receives outside that community, encouraging them to return.
This persistent โbombingโ continues while the newcomer acclimates to the environment. When it develops into their new sense of normal, the love-bombing tends to wane because it becomes self-sustaining; the now-joined cult participant transitions into one of those doing the love-bombing on new recipients, reaffirming their own place within the cult.
The babble hypothesis
What causes someone specific to rise above their peers as the leader of a cult? Most people would think itโs the power of their message or even their charisma. However, scientists have repeatedly found that there is one simple factor: talkativeness. In other words, the person in a group who speaks the most tends to be viewed as the โleaderโ or the most authoritative. This tendency is called the babble hypothesis.
When it comes to cult control, sometimes the language used isnโt quite as important as simply using it. Cult leaders tend to talk a lot, and this simple act of using words in volume can have a profound subconscious impact on how they are perceived.
Us, Them, and You
Small linguistic maneuvers can generate large divides in perception. Within cults, it is common to find a focus on โusโ and โweโ; the community is strong, tightly knit, and insular. This, by nature, places them in opposition with others, the โthem.โ Creating an us vs. them dichotomy using carefully chosen language facilitates membersโ perceptions that they are right and have the answers, while others are wrong and misinformed. This can make escaping from a cult difficult, as the outside world often feels unsafe and unwelcoming to those who lack understanding.
. In contrast to broader religions that address followers as โyou,โ cults tend to maintain an identity of โusโ consistently over time. You wouldnโt leave because youโre one of โusโ [complimentary] not one of โthemโ [derogatory]โright?
Jargon and exclusivity
Expanding on the concept of creating a tightly knit in-group, cult leaders lean on language that makes participants feel they are exclusive and knowledgeable. This draws a hard division between them and outsiders, who are inferior because theyโre not โin the know.โ
One of the most effective linguistic tools at a leaderโs disposal when it comes to fostering exclusivity is jargon. In fact, cults are known for stealing words from those with expertise in a completely unrelated area and repurposing those words for their followers. Because these terms came from an authentic source, they are perceived as reliable and credible. See, for instance, the term โengramโ in Scientology.
Originally, an engram referred to a neuropsychological principle describing the traces of cognitive behaviors left on physical substances. For instance, scientists posit that the shape of the brainโs cells may be determined by the memories imprinted therein, and this is how humans remember things. Scientology co-opted this term to mean that the human mind stores memories in the form of perfectly accurate pictures or โrecordingsโ of events. The body can later access this engram to produce both desirable and undesirable effects.
These two concepts utilize the same word, but they mean significantly different things. Cult leaders can leverage the authority of the first, scientific use of โengramโ to lend credibility to the second.
Thought termination
Another common tactic cult leaders rely on is thought terminationโthat is, shutting down lines of questioning by using language that stymies future critical thinking. Thought-terminating cliches are common even outside of cults, but they tend to be found more frequently within these highly dedicated groups.
A though-terminating cliche immediately ends a conversation. This is valuable for cult leaders because it prevents followers from digging into the substance of the cult to find contradictions or identify problematic behaviors. Common examples of thought termination include:
โWell, agree to disagreeโ โ There is no point in further conversation, and I will not continue to engage. This allows the cult follower to prevent outside influence that may threaten their current worldview.
โIt is what it is.โ โ There is no changing the facts, so no further information will make a difference. This prevents a follower from questioning evidence contrary to the cultโs professed beliefs.
โEverything happens for a reason.โ โ When there is a greater influence beyond the cultistโs own behaviors, there is no fighting the current state of events. This keeps the follower bound to the cult.
These are just a few examples of the many tactics that cults can use to keep followers trapped, engaged, and isolated. It is common for cultish behavior to arise from a combination of these tactics, but understanding how to identify them as they occur can keep you safe from the powerfulโand even subconsciousโeffects of even the most influential cult leaders.
