American Psychological Association Monitor, May 1997, page 14.
What messages are behind today's cults?
Philip G. Zimbardo, Ph.D.
Cult methods of recruiting, indoctrinating and influencing their members are not exotic forms of mind control, but only more intensely applied mundane tactics of social influence practiced daily by all compliance professionals and societal agents of influence.
What is the appeal of cults? Imagine being part of a group in which you will find instant friendship, a caring family, respect for your contributions, an identity, safety, security, simplicity, and an organized daily agenda. You will learn new skills, have a respected position, gain personal insight, improve your personality and intelligence. There is no crime or violence and your healthy lifestyle means there is no illness.
Your leader may promise not only to heal any sickness and foretell the future, but give you the gift of immortality, if you are a true believer. In addition, your group's ideology represents a unique spiritual/religious agenda (in other cults it is political, social or personal enhancement) that if followed, will enhance the Human Condition somewhere in the world or cosmos.
Who would fall for such appeals? Most of us, if they were made by someone we trusted, in a setting that was familiar, and especially if we had unfulfilled needs.
Much cult recruitment is done by family, friends, neighbors, co-workers, teachers and highly trained professional recruiters. They recruit not on the streets or airports, but in contexts that are "home bases" for the potential recruit; at schools, in the home, coffee houses, on the job, at sports events, lectures, churches, or drop-in dinners and free personal assessment workshops. The Heaven's Gate group made us aware that recruiting is now also active over the Internet and across the World Wide Web.
In a 1980 study where we (C. Hartley and I) surveyed and interviewed more than 1,000 randomly selected high school students in the greater San Francisco Bay Area, 54 percent reported they had at least one active recruiting attempt by someone they identified with a cult, and 40 percent said they had experienced three to five such contacts. And that was long before electronic cult recruiting could be a new allure for a generation of youngsters growing up as web surfers.
What makes any of us especially vulnerable to cult appeals? Someone is in a transitional phase in life: moved to a new city or country, lost a job, dropped out of school, parents divorced, romantic relationship broken, gave up traditional religion as personally irrelevant. Add to the recipe, all those who find their work tedious and trivial, education abstractly meaningless, social life absent or inconsistent, family remote or dysfunctional, friends too busy to find time for you and trust in government eroded.
Cults promise to fulfill most of those personal individual's needs and also to compensate for a litany of societal failures: to make their slice of the world safe, healthy, caring, predictable and controllable. They will eliminate the increasing feelings of isolation and alienation being created by mobility, technology, competition, meritocracy, incivility, and dehumanized living and working conditions in our society.