Amanda Montell (Wordslut) delves into the bizarre world of cults and the cult-like in Cultish: The Language of Fanaticism. With wit and wisdom, she shows how the language choices that cultish leaders make (even if they do not consider themselves to be part of a cult) are often deliberate, targeted at drawing followers further in and keeping outsiders at bay. "Cultish language isn't a magic bullet or lethal poison; it's more like a placebo pill" that works on some people.
This is because language is powerful--as Montell points out, "There's a reason most religions encourage prayer: Language strengthens beliefs." Whether that belief is in a fringe religion, a niche form of exercise like SoulCycle or CrossFit, or a favorite multi-level marketing company that sells diet pills or kitchen gadgets, adherents invoke very specific language choices to encourage new believers to remain a passionate part of the group.
Montell also explores the underlying behavior that causes people to join cultish groups. Some people turn to religion, some to exercise, and others to QAnon, but everyone is looking for a way to belong. Montell interviews many former members of cults or cult-like groups--including her own father, who was part of the Synanon cult as a child--and they all agree that "insider" language played a pivotal role in their sense of belonging. Sarcastic and erudite, Cultish is catnip for word-lovers, and anyone who has caught themselves going down cultish rabbit holes on Instagram or Wikipedia. --Jessica Howard, bookseller at Bookmans, Tucson, Ariz.