28/01/2022
How Wellness turns into a Cult: the power of language
Language is the primary means by which any group, and not just a cult, establishes a sense of shared purpose and identity. Specialized terminology allows adherents to feel they have unique access to something, it is a way to get members of a community on the same ideological page. To help them feel like they belong to something big.
Most cults do not start off as such. Their respective paths to the dark side though often begin with increased levels of esoteric terminology and choice epithets for outsiders.
Capitalism has made people uniquely susceptible to cults and cultish organizations. In the absence of robust social welfare programs, many turn to tightly knit groups that seem to provide an alternative space that can save them.
Some cults, on the other hand, try to convince followers that they can beat capitalism at its own game, as long as they possess a billionaire mentality and sell enough essential oils and diet supplements to their followers. It's the multilevel marketing dream.
As Amanda Montell says in her book- CULTISH, The language of fanatism- "They’re in the business of selling the transcendent promise of something that doesn’t actually exist. Their real product isn’t merchandise, it’s rhetoric.”
"The glue that keeps this trust intact is members’ belief that their leaders have a rare access to transcendent wisdom, which allows them to exercise control over their systems of rewards and punishments.”
Cults and cultish organizations rely on precarity and social insecurity. They fill in the gaps, offering a sense of community and shared investment in the future.
The us-versus-them binary is reinforced by the promise of the spiritual and ethical rejuvenation that joining a certain centre, buying a certain skincare product or following an eating or training program comes with. People are sold a full ideology not simply a membership or a product: the feeling of being better human beings, truth seekers, environmentally conscious and therefore more evolved. They don't question in depth if by doing so they are actually buying into the capitalist system they think they are going against.
Critical thinking is not very welcome in cultish groups. Questioning the sources, the leaders, the scientific evidence of whatever we should believe in firmly is seen as sovversive and destructive, a side effect of our limited self and limited beliefs.
Language rituals such as chanting certain mantras in groups are seen as the best way to get rid of our ego and cultivate a broader sense of belonging but what often does is reinforcing the identification with a specific ideology and set of rules which may shut the members off reality and therefore prevent them from engaging actively within the rest of society.
As a result the spiritual and wellness practices become an escape from reality if not a way to expand your sense of self with grandiosity, totally absorbed in reaching enlightenment and develop super powers, either through a new pose or a green juice or a crystal bathed in moonlight.
According to Amanda Montell’s new book, “Cultish,” the jargon and technical language of fanaticism is surprisingly common.