Cultish: The Language of Fanaticism

linguistic concept called the theory of performativity says that language does not simply describe or reflect who we are, it creates who we are.

language can do so much to squash independent thinking, obscure truths, encourage confirmation bias, and emotionally charge experiences such that no other way of life seems possible.

One type of leader uses language (perhaps even unwittingly) to support frameworks that already exist; the other uses language, always deliberately, not to uphold the current order of things but instead to swoop in and create something tyrannically new.

No “cult leader” takes advantage of our psychological drives quite like The Algorithm, which thrives on sending us down rabbit holes, so we never even come across rhetoric we don’t agree with unless we actively search for it.

In a social media–centered society, we’ve all been rendered at once cult leader and follower.

“So a Protestant valuing of the Bible made it a much more text-based religion.” Ever since, our culture has looked to snack-size proverbs for guidance and gospel, convinced that when it comes to written quotes, what you read is what you get. On the internet, however, a mysterious epigram with no clear source can serve as an on-ramp leading seekers

The fitness industry’s maximalist ethos that throwing yourself wholeheartedly into a program—that working harder and faster, never quitting, and intensely believing in yourself—will give you flat abs and inner peace is uncannily reminiscent of the prosperity gospel.

Because their actual beliefs take a back seat to the success of their brand, these gurus are willing to fudge them according to whatever the zeitgeist seems to want.

“Meaning-making is a growth industry,” said ter Kuile.