The Jonestown Massacre, Heaven’s Gate, The Children of God…do any of these sound familiar? Cults are a sordid, deeply twisted part of our sociological past and present. While it may seem like cults were a thing of the past and a surprisingly common phenomenon then, the reality is that cults still bloom and thrive today. Before we dive into the psychology of cults, it would be remiss not to explicate what a cult is. Cults are groups with a leader at the forefront that exhibit social influence and power on susceptible folks. Cults can be heavily populous, spanning across the globe (think Indian Cults such as The Aghori Babas or The Thuggees) and usually have their own set of ethics and rules.
At the core of a cult is its philosophy or agenda. This philosophy or agenda is propounded to existing followers and used to lure in fresh ones. For example, the Heaven’s Gate cult was based on the belief that followers can transcend to an extraterrestrial level on the day of reckoning, which led to 39 members losing their lives. To an outsider, this may seem bizarre and even comical, yet cults thrive. The question that arises is ‘how and why do cults seem to not only exist but also lure in millions?’
This question has a two-pronged answer- the cult leader and the cult followers. A cult leader is typically a charming, powerful, authoritative, seemingly noble individual (emphasis on the seemingly). Traditionally, a cult leader will come up with a divine message, belief, or propaganda that they want to preach to the world. The hidden agenda behind a cult leader’s work is the need to exert power and control in order to gain fame, recognition, respect, and monetary rewards.
Cult leaders are keen observers of human behaviour. They know who is likely to become a follower and just how to seal the deal. The sharpest tools in the leader’s armour are the ability to brainwash and the ability to engage in menticide (a systematic effort to undermine someone’s values and beliefs).
Brainwashing or thought control begins with a seemingly innocent attempt at tying together highly relatable circumstances (such as a shared need to escape poverty or family discord) or beliefs that are just enough to rope in an individual. Exploiting one’s vulnerabilities is a common and effective tactic cult leaders employ. Disarming the psychological and emotional walls of a potential member and creating an atmosphere of false hope and deindividuation are the typical protocols followed by a cult leader.
Once an individual begins to show interest, the leader will begin to isolate the individual from the outside world. Spending more time with cult members who are fully indoctrinated, subtly (or sometimes very outwardly) turning one against out-group members, giving excessive rewards in the beginning, and in some cases, instilling fear of punishment for leaving the cult are some tactics an astute leader would use. For example, members who wanted to leave the Jonestown cult were shot and killed.
But even the most influential and persuasive leader cannot successfully form a cult without undying devotion from their followers. This brings us to the second prong of the aforementioned answer- the cult followers. Perhaps the easiest way to understand a person’s decision to join a cult is to ask the question, “what makes one more likely to join a cult than others?”
Individuals joining a cult have certain common characteristics. The social identity theory explains how members are often drawn to cults because they view the cult as a source of positive identification with groups. Cults allow for an environment of perceived belongingness and social acceptance within the group.
Moreover, individuals with a need for acceptance and love will often join cults as a way to satisfy those drives. Studies show that, as opposed to common belief, those with higher education and those belonging to upper-middle class and wealthy backgrounds are more likely to join cults instead of the illiterate and the poor. Young adults who are still in a flux about their identity are more likely to join cults while showing higher levels of devotion towards the leader or the philosophy.
However, while a member may be willing to lay down their life for the cult, there are also instances when members leave the cult or rebel against it. A common reason for leaving the cult is when members realise that the leader may not be upholding the promises that were made during indoctrination. Continued exploitation and punishment are also common reasons for the dissolution of a cult as seen when many members left the Branch Davidians cult because of unending abuse by the hands of their leader.
To recap, to become a successful cult leader (though we really hope you aren’t considering it), one should exude charm, confidence, and power. Then one comes up with a philosophy or agenda (this is the message that the ‘Messiah’ will bring to their followers) that serves as the base of the cult. Step three is to use a keen understanding of human behaviour and find those who are susceptible to joining one's cult. Step four is to effectively brainwash not only current followers but also recruit fresh followers. Step five would include exploiting, rewarding, punishing, and de-individuating one's followers.
Historically, most cults have not seen happy endings as exploitation, robbery, death, punishment, and fanaticism do not bode well over a long stretch of time. Government interventions, legal and law enforcement, as well as a loss of faith amongst followers, usually end up dissolving a cult. In extreme circumstances, such as The Jonestown Massacre, the cult’s powers have proved to be fatal.
Cults are multifaceted and are more often than not dark and twisted. Understanding how cults form and why people continue to join them voluntarily can help demystify the psychology behind this oddity.
Kaavya Iyer
