The image of hundreds of lifeless bodies in the jungles of Guyana foregrounded by a metal tub of poisoned Flavor Aid is a difficult one to forget. If it were not for the media, however, most of us never would have heard of Jonestown. The term “cult” was applied to Jim Jones and the People’s Temple, just as the word was increasingly becoming a pejorative term for those with “other” beliefs. Sean McCloud’s Making the American Religious Fringe: Exotics, Subversives, and Journalists, 1955—1993, is a probing study into what makes a religion “mainstream,” versus a “cult.” (I know, too many “scare quotes.”) McCloud considers the role that journalists, as reporting in major news magazines, have had on determining American views of what is normative religion. If, that is, normative religion can be posited at all. It is quite clear, upon reflection, that any religion has some odd beliefs: you can’t wear this or eat that, you have to be at this place on this day, you must shave your head, etc., etc. The question McCloud explores is why some end up being called cults and others do not.

Scholars of religion have abandoned the term cult, for the most part, because of its arbitrariness. The defining markers of “cults” are unclear, and one religion influences another so that a continuum forms from Moses to Moonies. That’s not to say religions are all the same, but it is to say they are not so different either. The declaration of a religion as a cult, if based on belief systems, is tenuous. All religions make claims impossible to verify. Some, very traditional, are also very small in membership. Religions have been fabricated from antiquity to present, and even as I write this new religions are likely being conceived somewhere. McCloud points out that the popular media gave us the distinction between “mainstream” and “cult.” That distinction itself may be more telling than the differences between various groups of believers. It is the language of exclusion—true religions versus false religions. And any more than one religion, if considered seriously, is problematic.

Religions, old and new, large and small, make truth claims. These claims cannot be tested this side of eternity, so they must be taken by faith. The minds of many will be turned toward extreme actions motivated by idiosyncratic understandings of religion today. McCloud shows us that fringe is an integral part of the fabric—religion is woven from the experience of people through the millennia of our existence. And yet we still have no consensus. We have enough experience, however, to know that when one religion unravels another will be woven from the dangling threads. Some will be misguided, although all will claim to have the truth. Until that ultimate truth is definitively known, the best policy seems to be avoiding the temptation to call those of a different faith a “cult,” when “religion” does just as nicely.