This article, posted on the Watchtower website, was taken from the 6/22, 2000 Awake!, p. 3.
Predictably, they did not cite their reference. It is very very interesting that they have read this book, considering the material it covers.
Here's a quote from that chapter. READ THIS!!:
Athough they may seem mysterious, the pursuasion tactics of cults are nothing more or less than the same basic propaganda tactics we have seen throughout this book. Cults simply use these techniques in a much more systematic and complete manner than we are accustomed to. Simply because the end result is dramatic and bizarre does not require that the means to get there be mystifying. Indeed, in case any of you would like to be a cult leader, we can list seven mundane but nonetheless "proven-effective" tactics for creating and maintaining a cult.
1. Create you own social reality. The first step in creating a cult is to construct your own social reality by eliminating all sources of information other than that provided by the cult...Such censorship can be physical, that is, forcibly excluding outsiders and physically restarining wayward members. However, it is much more practical to teach members self-censorship by labeling everything that is not "of the cult" as "of the devil."
The second step in constructing a social reality is to provide a cult's-eye view of the world. This picture of the world is then used by members to interpret all events and happenings... [goes on to describe several examples of doomsday outlooks imprinted by various cults]...
To get a real feel for the full power of a cult, imagine adopting their beliefs for just a moment. Try seeing the world as if you were a cult member. In a bizarre way, the world makes sense, perhaps for the first time in a cult member's life.
One useful technique for constructing social reality is to create your own language and jargon...
...By teaching a battery of cliches such as "bourgois mentality," "Krishna consciousness," "of the world", and "in the Lord" any event is quickly defined as good or evil and critical thinking is abruptly terminated.
When it comes to teaching your social reality, here is one additional point to keep in mind: Repeat your message over and over and over again. Repetition makes the heart grow fonder, and fiction, if heard frequently enough, can come to sound like fact.
2. Create a grandfalloon. The grandfalloon technique requires the creation of an in-group of followers and out out-group of the un-redeemed. The technique allows you to control members by constantly reminding them, “If you want to be a chosen, then you must act like a chosen one. If you are not chosen, then you are wicked and unredeemed. To be saved, you must act like you are supposed to act.”…
…The essential ingredient in establishing an in-group of believers is the creation of a social identity—an image of who “we” are. Joining a cult represents a break from the “other” world and the acceptance of this new identity. Many cults require a “baptism” or other initiation to indicate acceptance of this new identity. A new name can be given…
The outward trappings of the believer—the new name, distinctive garb, a special diet—all confirm that the member is indeed a chosen one. To retain this valued membership, all one needs to do is continue to grow in this newfound life and, of course, continue to obey.
The reverse side of the grandfalloon tactic is the creation of an out-group hate…The creation of an evil out-group serves the dual purpose of making members feel good about belonging to the group (“I’m glad I’m not like them”) and increasing their fears about leaving the group (“I don’t want to be like them”).
If grandfalloon techniques are correctly applied, then you should be successful in creating fear of the “outside” world and the belief that the cult is the only solution to a happy life. Life is thus impossible outside the cult—the only solution to life’s problems.
3. Create commitment through dissonance reduction. Cults can insure members’ obedience by establishing a spiral of escalating commitment; the cult member, at first, agrees to simple requests that become increasingly more demanding…
…Note also that the member, after having done all these things, is faced with a dilemma: “How can I explain all I have done to those outside the group?” This requires the creation of a sensible, coherent justification that is not easily forthcoming. The rationalization trap is sprung.
4. Establish the leader’s credibility and attractiveness. Most cults have leader myths…[examples of leader myths given]...
What is the purpose of such myths? It is hard to disobey a person believed to be “the son of God” or, at least, blessed by a divine purpose. Anybody in their right mind should seek to identify and be like a holy person.
5. Send members out to proselytize the unredeemed. Witnessing to the unconverted has the obvious advantage of bringing in new members. Perhaps just as important, proselytizing can ensure that members are constantly engaged in self-sell, or self-generated pursuasion. The act of witnessing requires the member to state anew to many different people the positive advantages of being in a cult. In arguing to convince others, members convince themselves. Evangelical activity also strengthens resolve. Each witness is likely to elicity many negative responses or an attack on the cult. In defending their beliefs, cult members learn to refute a wide range of attacks, thus inoculating themselves against counterarguments and thereby maintaining belief in the cult.
6. Distract members from thinking “undesireable” thoughts. Most cult doctrines are hard to take seriously, much less accept...
…Once the recruit has accepted the cult, the task becomes one of preventing further close scrutiny and thought about the merits of membership. This can be done by teaching that any “disagreeable thought” is evil and from the devil. For example, if a member doubts a leader’s command or starts to wonder about the merits of a particular theological point, he or she is counseled that this is “out of the Lord” or “from Satan” and should be rebuked…
7. Fixate members’ vision on a phantom. The successful cult leader is always dangling a notion of the promised land and a vision of a better world before the faithful…
By fixating a member’s gaze on a future phantom, you provide a powerful incentive to maintain service to the group. Believers will be afraid to stop working, fearful that they or the world may lose the desired prize if they take even just one break. The average Moonie puts in an estimated sixty-seven hours a week working for the cause…Phantoms can establish hope—a powerful motivator of human behavior—by providing a sense of purpose and mission….
