persuade them so dramatically?
The process of persuasion determines the behaviour in the cult. Therefore the concept
of persuasion in cult behaviour is known as ‘mind control’, ‘coercive persuasion’,
and ‘thought reform’. It refers to a process in which a source deliberately uses
communication methods to alter or change the targeted recipient, and where the
target experiences little choice ( Moghaddam, 1998) . There are several methods to
persuade the target to conform to the wishes of the manipulator. Instilling feelings of
guilt and obligation, constant reminders, and threats of misfortune weakens the mind
and then bends the will of the member through persistent argument, emotional
manipulation, or through sleep or food deprivation
( ,1996).
Figure 3 Evangelicals believe that only home for mankind is through religion
The Evangelical calling as cult believes and preaches that if
anyone who does not join their religion would be ‘not be
‘born against Christian’ and who does not believe in their
doctrines, would be going to hell
( ,1996).Cults also use another
method of persuasion, which damages the individual’s emotions. When an individual
is in a situation needed to maintain order and meaning in their life, where they have
to act not in accordance with their self image and values which is known as
‘cognitive dissonance theory’ (Groenveld, 2003)In other words control of behaviour,
control of thoughts, control of emotions and control of information would restrict the
individual’s ability to think for himself. Chanting, meditating, singing and
humming are several ways to short circuit a person’s ability to test reality. Guilt and
fear controls the person’s feelings, so this creates an outside enemy ( us versus them)
and also the fear of punishment for not following the cult (Groenveld, 2003). There is
psychological gun held to their heads which eradicates former beliefs and replaces
them with new beliefs (Groenveld, J,2003). Persuasion is not only brainwashing it is
also manipulation of the human mind causing an opinion shift by another individual
(Moghaddam, 1998). A group called Woman empowering Women(WEW) claims to
generate twenty-four thousand pounds for any one who invests three thousand
through a radio talk show. The Isle of weight with one hundred and thirty thousand
residents heard the talk show and was gripped with the pyramid scheme fever. The
banks ran short of money, a story which hit the media (Teeman, 2001).WEW
viewed as a cult with the dubious scheme, has manipulated the residents of the island.
Therefore, easy messages are persuasive when shown or heard in the media and
difficult ones, when written (Moghaddam, 1998).
Figure 4 I want you - US army recruitment poster
The artist , James Montogomery Flagg, used himself as a
model for World War I recruitment posters and these
were revived during World War II. This poster has been
described as the best known of any era, and has
attracted more recruits into the army. The other example
is how an Indian guru “Sai Baba”has attracted many non- Indian followers. Millions
of them fly over to Puttarparthi, wait for hours and hours to see him and get his
blessings. The media has displayed him as a ‘Sadhu’ or Saint. It makes one wonder
what beliefs he has created in his followers.
One of the primary elements of a cult is the belief in a leader who possesses divine
inspiration , or a special link to god, and whose opinions are revered by others
(, 1996).Cults use this structure of
personality to control the minds and opinions of their members. Therefore, the
assumption that holds the members in the cult is not so much that man can be ‘god’
but his ideas can be ‘god’ ((, 1996).
The Apostles’ writings become gospel truth to which, Christians conform their
religious opinions. Unless, St Paul expresses his opinion, which becomes the
opinion of ‘god’. Members or followers have to accept the Gospel or they would be
labelled as heretic ( , 1996).
Exceptional personality with charisma typifies constructive and destructive persuasive
individuals (Moghaddam, 1998). Gandhi and Martin Luther King Junior are
constructive and destructive ones include Hitler and Stalin (Moghaddam, 1998).
Fig 5 Bush is carrying a big stick and a large cheque book
Bush is somewhere in the middle because he
inspires the war against terrorism but at the same
time his greed to yield the vast oil reserves of Iraq to
American industry, earns him a bad reputation.
Figure 6 Do I look normal?
The other important element in persuasion is the
audience who is susceptible to persuasion.
The popular misconception is that cult members
are ‘crazy’. But research and clinical evidence
suggests that most cult members are relatively normal
. 1998).
An Instructor of the Unification church, Shelley Leibert, says that well-rounded,
successful and secure people, are likely to dedicate themselves to the movement.
Therefore there is no easily identifiable type of person who joins cults.
In conclusion , the factors that influence persuasion in cults are the appropriate
process, channel, credibility of the leader and the target. The capacity to exploit
human beings is universal and therefore any group could become a cult. Cult
behaviour appears to be self- deception (Deikman, A (1990). In any situation when,
problems confront us that threaten everyone on earth like nuclear weapons and
contamination of the environment, we need realism as possible to solve these
problems. If we move forward into the ‘eye level’ world, and the freedom is the
bountiful reward.
Bibliography
Cults & Mind control, 1998. Available:
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Deikman, A (1990) Cult behaviour – a test[online]
Available:
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Groenveld, J ( 2003) Cult dynamics : Social psychology and group dynamics [online]
Available:
[Accessed on 19 March 2003]
Is Christianity a cult? 1996. Available:
[Accessed on 19 March 2003].
Moghaddam, F.M (1998) Social Psychology. New York: W.H. Freeman and Company
Teeman, T (2001). Pyramid scheme cash fever hits island
Available :
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