How Capitalists Use the Language of Cults

In her book, Montell offers evidence that these linguistic tactics have seeped out from cults and into wider society. Propelled by capitalist demands and the reach of social media, the language of cults, she says, is now everywhere. If you question the business model of a multi-level marketing scheme, well, that's just "stinkin' thinkin'," a thought-terminating cliche popular with MLMs like Amway. Similarly, when the predictions of QAnon and other conspiracy theorists don't come to pass, followers on social media are told to "trust the plan." Corporations employ mantras full of loaded language to enforce obedience like Jeff Bezos' leadership principles, which include "Think Big" and "Dive Deep." Politics is rife with us versus them terminology so that everyone is either a "patriot" or a "traitor". And fitness centers like SoulCycle or CrossFit use jargon like box, WOD, tapbacks, or DOMS to make membership feel exclusive. Montell argues that as traditional institutions like churches, clubs, and unions have declined in popularity, people are desperate for new ways to feel a sense of belonging, and the majority turn to social media. Online wellness gurus like Teal Swan and Bentinho Massaro have been accused of cult-like behavior though they deny it. Technology has vastly lowered the bar, allowing them to influence an infinite number of followers from the comfort of their own homes. Say what you want about Jim Jones, the guy could talk for hours IRL without editing. Meanwhile, TikTokers are competing to coin the next trendy phrase like polywork, micro-cheating, or 75 cozy. This online jargon has little functional purpose other than to create a sense of community amongst the people who know it and confer status in the form of viral views to the ones who can successfully get others to adopt it.