Cultish: The Language of Fanaticism
Montell describes how cults rely on language to spread their views. She investigates how charismatic cult leaders used language to gain members and deceive people, offering them a path to a better world that only the leader understands.
She also looks at how multi-level marketers use language to ensnare people, and finally at fitness groups. It’s fascinating at how similar both groups’ language and tactics are similar to cults.
She ends by pointing out that research shows that folks with little education tend to believe in ghosts, but that folks with more education are more likely to follow charlatans. A very sobering conclusion.
Overall, I recommend this book.