Review Cultish: The Language of Fanaticism by Amanda Montell – A Deep Dive into the Power of Language Behind Cults and Culture

Cultish: The Language of Fanaticism by Amanda Montell (Pics: Goodreads)

 

BOOKS.BIZ.ID Amanda Montell’s Cultish: The Language of Fanaticism is a provocative and eye-opening exploration of something that lurks beneath both the obvious and subtle social scenes around us: how language shapes belief, community, and identity. The book has been widely discussed since its publication in 2021 and is a New York Times bestseller as well as a Goodreads Choice Award nominee for nonfiction.

Despite being marketed as a linguistic investigation, Montell’s work is really a blend of psychology, sociology, history, and personal narrative that reveals how the language of fanaticism or what she calls “cultish language”, influences people far beyond the typical understanding of cults. Most readers find it both accessible and revealing, though some critique its organization and depth.

The Central Argument: Language as the Tool of Influence

At the heart of Cultish is Montell’s central thesis that language isn’t just a set of words it’s the ultimate tool of influence and control used by groups that range from infamous cults like Jonestown’s People’s Temple or Heaven’s Gate to far more everyday, modern cult-like phenomena such as intense wellness communities, pyramid marketing schemes, and social media influencer circles.

Montell argues convincingly that cultish groups manufacture intense ideology, community, and an “us vs. them” mentality not through brainwashing magic, but through specific linguistic strategies. These include insider vocabulary, euphemisms, repeated slogans, coded phrases, and rhetoric that blurs the distinction between empowerment and submission tools that shape how members think and relate to the world.

This argument reframes cults not as fringe oddities, but as phenomena that exist on a continuum with everyday social structures. In doing so, Montell calls on readers to recognize cultish language all around them whether in political movements, fitness communities, MLM recruitment, or the persuasive branding tactics of certain influencers.

Juicy Case Studies: From Jonestown to Peloton

One of the strengths of Cultish is Montell’s storytelling. She doesn’t just drop academic jargon; she walks readers through vivid examples of how cultish language operates in both terrifying and mundane settings. From the horrific tragedy of Jim Jones’s Jonestown, where over 900 people died in a mass suicide, to the language used by Scientologists and Heaven’s Gate members, Montell illustrates how group rhetoric can shape belief and isolate individuals from outside reality.

But she doesn’t stop there. Montell expands the idea to include contemporary communities many of us are familiar with: yoga and fitness groups like SoulCycle and Peloton, multi-level marketing companies, social media gurus, and online conspiracy groups like QAnon. These examples blur the line between what’s classically understood as a cult and what might seem more innocuous, showing how similar language tactics can be used to shape behavior and loyalty. 

Language Techniques that Bind and Blind

A key contribution of Cultish is its breakdown of specific linguistic tactics that groups use to influence followers:

Montell explains how thought-terminating clichés short phrases that halt critical thinking are used to shut down doubt and encourage obedience. Examples might include motivational slogans or catchphrases that sound empowering but actually discourage questioning or dissent. 

She also shows how exclusive vocabulary words or phrases only insiders understand builds a sense of belonging and identity. When language is unique to a group, it reinforces commitment and separates members from those “outside.” 

These techniques help explain why people stay in groups even after they’re aware of problematic behavior, and why intelligent, educated people can still be drawn into extreme ideologies or intense communities. It’s not just about belief; it’s about how language structures thought and identity. 

Personal Voice Meets Social Science

Montell brings personal perspective to her analysis as well. She includes personal anecdotes (including her family’s connection to a group called Synanon) and interviews with former cult members and observers. This makes the narrative engaging, relatable, and at times unsettling, as it forces readers to question their own susceptibility to persuasive language. 

Her background in linguistics coupled with her skill as a storyteller makes Cultish both accessible and engrossing for a broad audience. She avoids overly academic language while still grounding her arguments in real research, which has helped the book reach readers far beyond academic circles. 

Contemporary Relevance: From MLMs to Social Media

Perhaps the most compelling part of Cultish is how Montell connects cultish language to phenomena that many people encounter in everyday life. For example:

• Multi-Level Marketing (MLM): Words of empowerment and shared success are used to cultivate loyalty and discourage skepticism.
• Fitness and lifestyle brands: Terms and slogans create emotional investment and brand loyalty that can feel almost tribal or identity-forming.
• Social media influencers and conspiracy groups: Hashtags, insider phrases, and online mantras become modern forms of a shared vocabulary that reinforce group belonging.

This broader application of the term “cultish” is one of the book’s most discussed and debated points. Some readers find it enlightening to see how common language patterns can shape communities, while others feel that equating innocent groups with dangerous cults stretches the concept too far.

Strengths and Critiques from the Reading Community

Strengths:

• Engaging and accessible writing style makes complex ideas easy to digest.
• Compelling case studies and storytelling keep the reader hooked from start to finish.
• Connections to contemporary culture help readers see cultish language in everyday life. 

Critiques:

• Some readers feel the book is less about linguistics than expected, focusing more on cultural examples and storytelling.
• The structure and organization are occasionally described as scattered or lacking deeper analysis. 
• A few critics wished for more academic depth or clearer frameworks for applying the ideas. 

These mixed responses reflect how ambitious the book is in trying to appeal to both casual readers and those interested in social science. Despite the critiques, many readers find themselves thinking differently about language after finishing it an indicator of its impact.

Why Cultish Matters and Why You Should Read It

Cultish: The Language of Fanaticism is more than just a book about cults. It’s an investigation into how words shape beliefs, behavior, and community. It challenges readers to see beyond the sensational headlines about cults and ask deeper questions about how language functions in all areas of life—from marketing to political rhetoric to everyday social groups. 

In a world where we’re constantly bombarded by persuasive language on social media, in advertising, in politics, Cultish gives you the tools to recognize how language can influence your thinking and emotional responses, often without your awareness. Whether you come away fully convinced by Montell’s arguments or partly skeptical, the book will make you hear cultish language everywhere once you’ve read it. 

Ultimately, Cultish is thought-provoking, unsettling, and incredibly engaging a must-read for anyone curious about how language and power intersect in both obvious and subtle ways.

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