Cultish

What makes 'cults' so intriguing and frightening? What makes them powerful? The reason why so many of us binge Manson documentaries by the dozen and fall down rabbit holes researching suburban moms gone QAnon is because we're looking for a satisfying explanation for what causes people to join - and more importantly, stay in - extreme groups. We secretly want to know: could it happen to me? Amanda Montell's argument is that, on some level, it already has. Our culture tends to provide pretty flimsy answers to questions of cult influence, mostly having to do with vague talk of 'brainwashing.' But the true answer has nothing to do with freaky mind-control wizardry or Kool-Aid. In this book, Montell argues that the key to manufacturing intense ideology, community, and us/them attitudes all comes down to language.