Cultish

How Shared Language Creates Cult-Like Groups

Tasha Samar was thirteen when she first heard the unusual prayers of a yoga group called 3HO. Amanda Montell notes that Tasha was drawn to the group's sense of closeness and their talk of a science of the mind. This organization used specific mantras and white clothing to make members feel holy and separate from society, even assigning new names to create a family-like bond. This shared language made followers feel chosen, but it quickly became a sophisticated method of behavioral control.

Leaders within these organizations redefine everyday words to instill fear and maintain authority over their followers. A phrase like old soul, which usually means wise, was used to describe someone who failed to improve over many lives. Terms like lizard brain were used to shame those who disobeyed the leadership. A similar pattern appeared when Alyssa Clarke joined CrossFit, where she had to learn a new vocabulary that referred to the gym as a box and workouts by specific acronyms.

This deep-seated need for community often overrides human logic and makes people susceptible to specialized language. Modern society is currently experiencing a perfect storm of isolation and mistrust, leaving people feeling adrift as traditional institutions lose their influence. Evolutionarily, human brains are designed for tribal connection and reward us with feel-good chemicals when we participate in group rituals. When society fails to provide these connections, people instinctively look for new tribes to fill the void, making them vulnerable to charismatic leaders.

The word cult has undergone a dramatic transformation over the centuries, shifting from a neutral description to a term of fear. Originally, it simply referred to an act of worship or a tribute to a deity, sharing roots with words like culture and cultivation. High-profile tragedies in the 1960s and 1970s, such as the Manson Family murders, turned the word into a symbol of horror. Today, the lack of a single academic definition reflects how our society’s search for community has shifted toward alternative subgroups, making the term highly subjective.

Because the word is so loaded with emotion, many experts now avoid it entirely and reject the concept of brainwashing. Real influence does not come from mysterious mind-control tricks or physical force, but rather from the strategic use of language. Ethical groups are transparent about their expectations and allow people to leave without fear of consequences. Destructive groups use language to distort the truth and instill irrational fears, proving that influence exists on a wide continuum.

Adopting a new way of speaking is often the first step toward joining a group because it is easy and feels harmless. Unlike moving to a remote location or changing one's appearance, using new words requires little immediate sacrifice. However, once these terms are embedded in a person's mind, they actively create a new reality and build an identity around the values of the group. Shared language serves as a password for acceptance, signaling that a person is an insider while reinforcing a powerful sense of belonging.