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From Midsommar To MLM: How Do Modern Cults Work?

freddieclemo
Silhouette of a man wearing a beanie sat in cafe by window on laptop.

Freddie Clemo

Would you like to make money fast with a group of girl bosses? Are you searching for an alternative treatment for your cancer? Do you want to join a group who understands you?

Most people assume they would never be sucked in by a cult. They believe cults are only for highly religious people, satan-worshippers or conspiracy theorists. Only the most extreme individuals, who operate on the fringes of modern society, are vulnerable to recruitment. After all, cults are largely a thing of the past.

But, in the modern day, cults are all around us. They have highly developed recruitment strategies designed to target average people. They use the internet and social media to suck members in. In fact, modern cults look very different from what we imagine. You may be entirely unaware you are even joining a cult. 

What Is A Cult?

A cult, in the simplest terms, is a group devoted to a person, idea, or philosophy. Cults generally have a leader responsible for guiding members and rely on absolute obedience from the group. They often exist in conflict with the rest of society, perpetuating damaging or socially unacceptable views.

Historically, the word cult did not carry negative connotations. In Roman times, religious cults were common, often respected and well-integrated in society. The concept of a cult only began to have negative associations in the 1970s. People started realising cult members often had their free will taken away. Many were brainwashed, which was used to defend Manson Family members in court and explain the Jonestown massacre. In the 1960s and 70s, groups like the Manson Family, Heaven’s Gate, and The Peoples Temple defined what we know as cults.

Today, cults range from political and religious groups, to multi-level marking schemes and conspiracy groups online. Modern day cults are hard to define. The term is used loosely in popular culture to refer to anyone who dogmatically supports a powerful figure. This ranges from Trump supporters to Taylor Swift lovers.

How Have Cults Changed In The 21st Century? 

Cults have shifted dramatically with the growing popularity of social media. The definition has become more blurred. Previously, cults could only recruit members in their area and relied on controlling members in a physical group. Back in the 1970s, members of The Peoples Temple followed their leader Jim Jones to build and live in a remote settlement in Guyana. This allowed him to isolate and brainwash them into mass suicide.

Religious ‘cults’ are still prevalent with many modern groups identifying with the term ‘new religious movement’ (NRM). NRMs seek to distance themselves from the negative connotations of a cult.

“Cult leaders weaponise the internet and social media platforms”

Scientology and Mormonism are well-known examples. People inside these groups object to the term ‘cult’. Mormonism considers itself a sub-section of Christianity (like Catholicism).

Despite this, many people still consider them cults. The groups are far from benign, controlling their members and perpetuating dangerous ideologies. Scientology has been accused of extortion and blackmail, as well as recording personal details from members. Christi Gordon, who grew up in the group, says: “Scientology hijacked our parents’ hearts, minds and time, and it hijacked our childhoods.”

The Role Of The Internet

During the COVID 19 pandemic, more people turned online for interaction they were lacking in person. Social isolation and internet addiction became prevalent. Users were exposed to the views of potentially thousands of people in mere minutes, without clear guidance on the credibility of ideas expressed.

Now, cult leaders weaponise the internet and social media platforms to recruit en masse across international borders. Thousands of ‘Moonies’ (members of the Unification Church) take part in their mass marriage ceremonies over the internet, rather than the physical hall in the South Korea. The prevalence of QAnon (a far right conspiracy theory cult) online means the group have believers all over the world.

Other less conventional cults have also blossomed on the internet. Multi-level marketing (MLM) schemes, like those spreading rhetoric about ‘being your own boss’, weaponised increased social media use. They rely on spreading false depictions of products to recruit people. Those people are then tasked with recruiting others, told that they will make impressive profits. But an astonishing 99 per cent of recruits actually lose money in an MLM. 

Why Do People Join Cults?

From the outside, it is hard to understand how people end up in cults. But no one joins a cult voluntarily. Cults are defined by a ‘lack of informed consent’. Most recruits don’t have full knowledge of the group they are joining. 

Anyone can become involved in a cult, but most intentionally target vulnerable people. Situational vulnerabilities are a common reason why people join a cult: someone close to them dies, they feel lost and look for a way to cope, and the cult offers a convenient solution to their pain.

“Being a cult member can have devastating long term effects”

Illness is another common reason people turn to cults. They prey on people who are disillusioned with modern medicine and looking for an alternative. 

Cults have been stereotyped as extremist religious groups in popular culture. As a result, it’s hard to identify what a cult actually looks like beyond this narrow definition. 

Why Are Cults Dangerous? 

Being a cult member, even for a short period of time, can have devastating long term effects. These range from losing money to depression and panic disorders.

Cult influence aims to distort someone’s identity and replace it with a new one tied to the cult. Therefore, cults are extremely hard to leave. Former members deal with confusion around their identity and feelings of shame. Cults are often led by a powerful figure, who seek absolute control of the followers. After that, their victims are isolated from the rest of society and believe the leader’s way is the only way. This can leave members vulnerable to abuse. 

Talking to psychologists or the media is often forbidden, which makes it hard for outsiders to know exactly what is going on in a cult. The majority of cults remain a mystery to those on the outside. 

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Featured image courtesy of Hannah Wei on Unsplash. No changes made to this image. Image licence found here.

First-Class English Literature grad from Edinburgh University, currently completing my NCTJ at News Associates and living in Sussex.

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