What causes people to join-- and more importantly, stay in-- extreme groups? The answer, Montell believes, has nothing to do with freaky mind-control wizardry or Kool-Aid. She argues that the key to manufacturing intense ideology, community, and us/them attitudes all comes down to language. In both positive ways and shadowy ones, cultish language is something we hear-- and are influenced by-- every single day. Montell exposes the verbal elements that make a wide spectrum of communities "cultish." In doing so, she reveals how they even pervade our modern start-ups, Peloton leaderboards, and Instagram feeds. -- adapted from jacket
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