Cultish - The Language of Fanaticism by Amanda Montell
Author:Amanda Montell [Montell, Amanda]
Language: eng
Format: epub
Tags: NONFICTION, religion, mind, psychology
Publisher: Harper Wave
Published: 2021-06-14T22:00:00+00:00
ii.
Heyyyyy boss babe! Thank you soooooo much for responding!! I really think youâll be a perfect fit for this! I donât have much info to send via DM, the only website I have is for my current clients, but we have several different plans available depending on what youâre looking to accomplish. We treat our clients like family, so itâs really important I have the right information before moving forward, and I wonât know whatâs best until we chat. The call will only take about 20 minutes :) Iâm so excited to share more!! xoxo
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To me, MLMsâ ra-ra speech styleâthe excessive exclamation points and âJust believe in yourself, and you can become richââreeks of toxic positivity . . . or forcing a silver lining around an experience that is actually quite complex, upsetting, and deserving of more careful attention.
In the messaging of every single MLM I looked into, from Amway to Optavia, there was this startling hybrid of love-bomb-y talk about the power of a positive mind-set and ominous warnings about the danger of a negative one. On its face, promoting a chin-up attitude to your business associates might sound good and fine, but MLMs condition their recruits to fear ânegativityâ so viscerally that they avoid breathing a word of criticism about the company or anyone in it. âYou donât gossip. You donât say bad things about other people. If they hear you doing it, or hear about you doing it, you will hear from your director,â cautioned one ex-Amway distributor. Amway labels any attitudes or utterances they donât like âstinkinâ thinkinâ.â Using this deceptively cute catchphrase, theyâre able to isolate followers from any stinkinâ thinkers on the outside, who will pose a threat to their success. If a friend or family member expresses doubt in the company, youâre instructed to âsnip them out of your life.â
Followers become conditioned to speak in the MLMâs unnaturally cheerful register everywhere they goâwith friends, family, strangers, and especially on social media. On Instagram and Facebook, you can clock a boss babe instantly, whether they explicitly mention a product or not. All it takes is that robotically chirpy syntax to give them away. Itâs as if someone is standing behind them as they type, cracking a symbolic whip to make sure theyâre always selling and recruiting, even if theyâre just posting about their dog. Like followers of an oppressive religion, MLM recruits wind up trapped in ritual time.
Whenever I hear this too-good-to-be-true-type rhetoric, my gut tells me to run like hell. And yet as good as it might feel to write off anyone who buys the grandiloquent poppycock of direct sales as a hopeless dunce, the truth is that this toxically positive rhetoric is fundamentally baked into American society. The cult of multilevel marketing is a direct product of the âcultâ that is Western capitalism itself.
In the United States, networking marketing as we know it got its start in the 1930s, postâGreat Depression, as a reaction to employment regulations introduced by the New Deal.
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