The Rhetoric of Religious Cults takes as its departure point the notion
that 'cults' have a distinctive language and way of recruiting members.
First outlining a rhetorical framework, which encompasses contemporary
discourse analysis, the persuasive texts of three movements - Scientology,
Jehovah's Witnesses and Children of God - are analysed in detail and their
discourse compared with other kinds of recruitment literature. Cults'
distinctive negative profile in society is not matched by a linguistic
typology. Indeed, this negative profile seems to rest on the semantics and
application of the term 'cult' itself.