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Modern cults are replacing leaders with ‘life coaches’: ‘They mimic the capitalist logic of influencers’

A young woman watches a YouTube channel on her cellphone.

It all starts in front of a screen, in the most innocent way possible. Accepting a friend request on Facebook. Following an influencer. Signing up for a study skills course about investing in cryptocurrencies. Entering a Roblox minigame. These are all gateways into a labyrinth of psychological manipulation that, in just a matter of months, can end with the innocent internet user trapped in a cult-like community, isolated and ruined. This mental and physical kidnapping occurs — and this is the worst part — voluntarily.

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