Review: Cultish by Amanda Montell

I was intrigued by Amanda Montell's Cultish from the moment that I picked up a copy at my local bookshop. For a while now, I've had the feeling that words and language are often used as a weapon and the means of creating in-groups and out-groups, so a book that takes an in-depth look at contemporary cults and how they weaponise words and language as the ultimate form of power was of immediate interest to me. And then, as I took it up to the counter, the bookseller could not give it a high enough recommendation. This, I decided, this is a book for our times ...

What I got was a well-researched and in-depth look at different types of contemporary cults. Montell takes a look at religious cults, in particular charismatic leaders like Jim Jones and how their emotive language trapped members and led to the utterly horrific and needless tragedy at Jonestown. In addition, Montell looks at other types of cults, from cult fitness, to wellness influencers and other annoying things that tend to plague the world and make life hard for people who start out with the earnest desire to live their best life. Again and again, she makes the argument that it is words that are used as a weapon by fanatics to manipulate those in their sphere. One thing I would have found interesting but is not addressed in the novel is how certain charities (not by any means most or all) can use language as a weapon to solicit donations. 

This was an incredibly interesting, eye-opening read. The idea of cults is nothing new and nor is weaponise language. The only difference is that in the 21st century, we're seeing an endless stream of it playing out online. Montell's words should be enough to persuade anyone to proceed with caution. 

Recommended.