Cultish by Amanda Montell

Cultish by Amanda Montell is an exploration of how language fuels cult influence, from infamous groups like Jonestown, Scientology, and Heaven’s Gate to modern-day fitness brands, start-ups, and Instagram influencers.

Montell argues that what makes cults powerful isn’t mysterious brainwashing or mind-control tricks—it’s words. The specialized language of belonging, exclusion, and persuasion creates strong ideologies, fosters community, and binds people to leaders and movements. This “cultish” language, she shows, isn’t confined to the extreme: it permeates the everyday spaces we inhabit, from SoulCycle classes to social media.

Through sharp analysis, storytelling, and humor, Montell reveals how the language of cults both terrifies and fascinates us, making us question not only why others join—but how much we ourselves are already under its sway.