The instruments of propaganda used by sects are extremely varied: canvassing in the street or in residence, diffusion of newspapers, publicity by way of display or press, conferences, cycles of formation.
Whatever the topics and instruments used by the sects, the psychological steps of the future follower seems better known today.
As Dr. Jean-Marie Abgrall (author of The Captive Brain) indicates, "the recruitment of a follower passes by three phases, from which adhesion will be obtained gradually, at the same time as appears a form of intellectual and emotional dependence. In turn, the new follower will be allured, persuaded then fascinated by the sect and his member recruiters."
The first phase of recruitment is obviously that of seduction. It aims at proposing a tempting alternative to the difficulties of everyday life. It is rare that the future followers present themselves spontaneously to a sectarian structure: the first contacts generally take place on the initiative of the sect recruiting agents, themselves measured by the effectiveness of their proselytism.
The principle of seduction wants that the first contact is intended to support the process of identification between the recruiter and recruited. This identification rests on a certain number of criteria making it possible for the potential follower to perceive a similarity between himself and its interlocutor. This feeling can be obtained by resemblances of attitude, the systematic approval of the cogency of the questions expressed by the future follower. The success of this phase of seduction is of course largely conditional on the type of audience in which the recruiting will take place, and thus that of place of meeting, which is in general given according to their density of frequentation. Dr. Abgrall specifies thus that "door-to-door sales" (typical of Jehovah's Witnesses) will use canvassers in family (father, mother, child, or supposed such), the family recruiting being often illusory and made up without real family links. The "young framework dynamic" of the Scientologists will be more appropriate for canvassing in university cities, health clubs, or outdoor cafes (...). Who cannot recognize the young Mormon evangelists, with the close-cropped cut hair, the eternal navy blue blazer and the discrete club tie? How not to note the character good smart good but a little obsolete kind of the Jehovah's Witnesses?
All this has been the subject of deliberated choices, proceeding from a precise study of the image to transmit to others."
The feeling of identification is also obtained by the choice of the tools used for the initial contact: if the famous "personality test" of Church of Scientology can suggest that every passer-by appears somewhat [dŽsoeuvrŽ?], the organization of a cycle of conference on ancient civilization will lend itself more to the concerns of some students and history faculty than to that of a pupil of economics, while others will be more drawn by an initiation with technique of communication or of improvement of effectiveness... One will recall finally that the principle of seduction had been thoroughly used in its ultimate logic by David Mo•se, founder of the sect Children of God, who had clearly preached "pche par le flirt" [literally "fishing by the flirt"] or "missionary solicicitation" to recruit new followers, and whose movement was dissolved in 1978 for prostitution.
In any event, the recruiter must have a good capacity to perceive the framework of reference of his listener, his emotional components.
The second phase of recruitment, once the supposed links of sympathy are established, consists in persuading the future follower of the credibility of the speech. Lionel Bellanger (Persuasion, PUF, 1985) defines the "4 C's" of healthy persuasive communication: for a message to be persuasive while recognizing the supposed free will of the possible future convert, it is appropriate that this message is credible (it is necessary that it can be based on evidence), coherent (intrinsic absence of contradiction), consistent (continuity of the matter) and congruent (suitability between the delivered message and the expectations of the listener). The objective of the recruiter, in the field of proselytism, consists in making its listener gradually pass from the real world to that of beliefs, without triggering the phenomenon of final rejection. This progressive passage is obtained by fabrication (dressing-up of reality), simulation (credibilization of an erroneous message), dissimulation, calumny, ambiguity, all are techniques which make it possible to adapt to the expectations of the listener, to pass from persuasion to mystification. These techniques are not in themselves reprehensible; in any case, they form the basis for the actions of marketing of any kind and are not punishable by law. One of the personalities heard by the Commission thus presented the defense which could be called upon by the sects: "Everything is manipulation, one can't make anything of that. Business, politics, the process of love, democratic discussion, publicity, television, all aim at manipulatining the people. In any event, one should not panic: everyone in the world manipulates everyone in the world."
It will be seen that the danger of the speech of persuasion used by the sects does not hold as well with the techniques used, as with the consequences of the adhesion to which they lead.
The last component of the step leading to adhesion is the fascination, generally obtained at the time of the meeting with the centerpiece of the sectarian dynamics (positive results with a test, assistance to a rite, meets guru, etc...), which will introduce the magic character into the relation between the future follower and the sect, will cause the irruption [bursting violently into] the symbolic universe of the sect and will lead to the will of engagement.
This quick overview of the dominant features of the techniques of recruitment used by sects shows the very particular character of the steps, which aim at obtaining the express assent of the future follower, and shows that the techniques implemented are not techniques of coercion but of persuasion: the follower is formally agreeing.
Several interlocutors of the Commission highlighted this paradox: the originality of the sectarian groups lies in the fact that, in particular during the process leading to adhesion, the victim is an actor [actor in the literal sense of one who acts, one who does, is not a passive victim]. A certain parallelism can be established with the stages of drug addicts: "We have controversies with the parents of drug addicts. Those think - in a certain way rightly - that without the horrible dealer their child would be an angel. They forget the nine tenths of the way which the unhappy child traversed, person in charge or not, but of his own will, to go into the arms of the aforesaid dealer. One should not exclude the voluntary share from the follower, who is not an imbecile that one would manipulate - it is you and me --, but (...) who went deliberately." Accordingly, the recruiters of the sects could be introduced as "dealers of transcendence." In this respect, an image used by a person heard by the Commission appears particularly ready to render the conscious character of the step of the future follower comprehensible: "the sects are not a net which falls down on people, but a bow net in which they go."
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