We’re living in a cult
Trumpism is a cult.
There is no other way to explain what happened on Election Day. Sure, the pundits have all weighed in with their theories. But none provide satisfying answers to what happened. A cult framework does.
Flying the Trump flag
Nine key aspects of cults*
Target the vulnerable
Recruit through deception
Upsell
Love Bombing
Increase dependence on the group
Denounce those who question
Severe repercussions for leaving
Charismatic leader
All-encompassing worldview
* Here I am relying the work of Lorne Dawson and Janja Lalich
Cults target vulnerable people. Vulnerable people are open to new messaging and ideas because they are looking for relief from their pain and insecurity. Trump embodied an alternative for people (mostly white, mostly male) beginning in 2016. Marry this with MAGA, which specifically targeted disaffected baby boomers who felt like they didn't get their fair share. More recently, people voted for Trump because they felt that he listened to them. It’s just that basic.
Recruiting through deception. In cults, we see this, for example, with ISKCON formerly the Hare Krishnas. They invite recruits to take a free yoga or meditation class. Once people become engrained in attending free events, group members subtly—and then not so subtly—push potential followers to be more involved with the group and to participate in paid events (upselling).
Where do we even begin to talk about deception when it comes to Trump. People voted for him because they thought inflation was too high (it’s not) and that he would write them a $1,200 check (he won’t). As for upselling, this includes everything from the flags to the t-shirts to the latest grift (Bibles, gold coins, crypto….). On the surface, these products seem innocuous. They aren’t. They are symbols of a belief system. They act as social proof to others that being part of this group, and their actions, are acceptable.
Love bombing is when cults shower people with praise, telling them how fabulous they are. Who doesn’t want to hear that? Related to this is the idea of being insiders. Remember QAnon? Members supported each other in believing they knew what was “really going on.” More broadly, they coalesce around “owning the libs.”
Increasing dependency on the group. Recruits become members who become utterly dependent on the cult because it is their whole world. Followers are not just engaging with the philosophy, the belief system, or the rituals. They are connecting with all of the other people connected to the group. This is what makes getting out of cult so difficult. It is not just about leaving an ideology. It's about leaving the people who have become your social group, your community. Traditionally, cults had compounds to isolate people; today, social media has created belief silos where communities become dependent on one another to foster and solidify their beliefs.
Denounce those who question. There’s 2 parts to this: As people immerse themselves in the cult, they denounce friends and family who disagree with the ideology they have come to follow. (See increasing dependency.) Alternatively, the cult makes sure you won’t begin to question the leader. Ask anyone in the Republican Party who ever tried to step out of line. Boom! Here comes Tucker Carlson to bitch slap them back into (the party) line.
Severe repercussions for leaving. In cults, it is common for the group to suss out embarrassing information to hang over the member’s head. Threatening to expose this information is an effective scare tactic. Lawsuits are also a popular tactic to keep people in line. Think here of Scientology, The Kabbalah Center, or Trump.
Charismatic leader. Love or hate Trump, he is a charismatic guy. Charisma is not innate; charisma is something that people project onto the person, as cult expert Janja Lalich explains. Mark Burnett, the producer of The Apprentice, created Trump’s charisma. Donald Trump was a bankrupt real estate developer before that show. It was The Apprentice that turned him into a charismatic leader.
An encompassing worldview. Trump or Trumpism is the belief that democracy is not working, that democracy has failed, and that something better will arise from fundamentally breaking the system. Everything that he does and continues to do is about destroying our country as we know it and his followers fall in line, even if it is detrimental to them. This is no different than people believing in Jim Jones or Charles Manson.
Trump supporters storming the capitol
Is everything a cult? No. But there is clearly an argument to be made that Trumpism fits the definition. If you think this is being extreme, think about this: do you ever see Democrats waving a would-be dictator’s name or storming the Capitol?