“Thought-terminating clichés” are circular or distracting mantras designed to head off doubt. Many movements deploy them, from QAnon to some Buddhist offshoots
A new book, “Cultish” by Amanda Montell, examines the role of language in binding people to organisations of all kinds. The group may be an ordinary workplace, a fan club or a circle of friends, but it can also include institutions that make it hard to escape their orbit and, at worst, that inflict grievous harm on members. What the organisations have in common is passionate adherents, charismatic leaders and a unique use of language that helps join everyone together.
But, like most modern scholars of the hypothesis, Ms Montell dismisses such notions. After years of being steeped in insular language, some people do muster the thought that they should leave a group or a job. A weaker and more plausible form of the idea is that constant repetition of cultish vocabulary merely pushes thoughts in certain directions and away from others. This makes it harder, though far from impossible, to flee.
“Cultish” will raise eyebrows as it moves through modern belief systems to multilevel marketing organisations, whose members are often put under pressure not only to sell products but to recruit new associates. Amway, the biggest and most powerful, once called its members “independent business owners”; its own thought-terminating cliché is, “A good system always works.
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