A dramatic new Netflix series, “Sirens,” has reignited public debate around cult psychology by illustrating, beneath its quirky and extravagant surface, the disturbingly subtle methods that cults use to recruit and control followers. The show, set on a remote island where an affluent community is ruled with an iron will by leader “Kiki,” draws viewers in with eccentric rituals and oddball characters—only to reveal the deeply manipulative psychological machinery that traps people in such groups (RNZ).
For Thai readers, the relevance is striking. While Thailand has its own history with charismatic religious sects and self-help groups occasionally veering into manipulation or control, the nuances around how people are drawn in—and why escape is so hard—are often obscured by public misconceptions. “Sirens” and the associated research unpack these dynamics, with experts emphasizing that the seductive process is rarely as obvious or bizarre as popular culture suggests.
The psychological blueprint of cult recruitment, as depicted both in the show and outlined by researchers such as a University of Bath lecturer in education and a volunteer with Faith to Faithless (an organization assisting those leaving high-demand religions), typically begins with isolation. Potential recruits are quietly distanced from existing social and familial networks. This tactic is mirrored in the series when Kiki’s assistant, Simone, is subtly made to reject her sister Devon and even their shared memories, underlining the erosion of previous values and loyalties—an all-too-common occurrence in real-life cults (Wikipedia: Cult, Faith to Faithless).
Once isolation takes hold, love-bombing follows: new members are showered with confidence-boosting affection, praise, and attention, amplifying feelings of belonging and exclusive connection. As the group tells the target “only we value you, only we understand you,” outsiders are increasingly cast as sources of confusion or harm. It’s a dynamic that manipulates the natural human need for acceptance, an element echoed in multiple psychological studies on cult formation and coercive persuasion (PubMed: Coercive Persuasion).
Soon, the honeymoon phase evolves into fear and dependency. Leaders begin to demand loyalty through authoritarian means, presenting themselves as nearly omnipotent and intolerant of question or criticism. Deviance is reframed as personal weakness, and punishment for dissent is swift. A particularly striking moment in “Sirens”—Simone chewing gum previously used by Kiki—symbolizes complete control: an act that, to outsiders, seems absurd, yet for the manipulated member is perceived as an act of kindness and personal care, reinforcing dependency and obedience.
Expert perspectives reinforce that these mechanisms are hardly fiction. “Cults don’t simply trap people physically—they entrap them mentally and emotionally too,” notes the aforementioned university lecturer. The impact of such entrapment is often underestimated. Victims experience cognitive dissonance: they are constantly assured they are “happier than ever,” even while enduring acute stress, and their reasoning faculties are slowly suppressed by fear and constant psychological manipulation. “Thought reform techniques hack minds,” the lecturer explains, adding that such environments override critical thinking and build emotional dependency, making escape extraordinarily difficult even for intelligent, strong-willed individuals (RNZ).
For survivors, the trauma of cult life can persist for years, affecting mental health, employability, financial independence, and access to resources. Pop culture, the researcher argues, often trivializes these realities, focusing on the odd rituals and comedic quirks rather than capturing the lasting psychological harm.
Thailand’s own context is not immune to these forces. While the international media often highlights North American or European cults, similar psychological techniques have been visible in select religious or self-improvement movements in Thailand. Thai academics in psychology and social work warn that cultural values around hierarchy, obedience, and social harmony may increase susceptibility to manipulation by charismatic leaders promising community, transformation, or spiritual progression. Recent incidents involving local sects have led to national debates about safeguarding, freedom of religion, and psychological support for families affected by recruitment (Bangkok Post: Unorthodox Movements).
Key to preventing exploitation is awareness and education. Thai civil society organisations and social psychologists often recommend open family communication, critical thinking education in schools, and the destigmatization of seeking mental health support as core protective factors. These recommendations align with international best practices suggested by groups such as Faith to Faithless and the International Cultic Studies Association (ICSA).
Historically, Thailand has experienced both the positive and negative impacts of community-based religious and social groups. From rural Buddhist meditation retreats to high-profile court cases around new religious movements, these stories reveal the continuum from healthy community networks to high-control groups employing coercion and psychological isolation. Understanding where the line is—and which warning signs signal danger—is vital.
Looking forward, technology is amplifying both risk and opportunity. Social media and private chat platforms now provide fresh recruiting grounds for manipulative individuals and groups, making vigilance even more crucial for families and communities. At the same time, online resources and survivor support networks are more accessible than ever, offering pathways to healing and safety.
For Thai readers, the key takeaway is vigilance against manipulation—whether in spiritual, commercial, or community settings—and the importance of critical thinking. If someone you know becomes suddenly isolated, uses unusually exclusive language about a new group, or seems to be under undue stress or fear of exclusion, these may be red flags worth further discussion or seeking outside perspective. Education professionals, mental health experts, and religious leaders all have roles to play in fostering open dialogue and support for those at risk.
In practical terms, experts urge individuals to:
- Remain connected with family and friends, even when exploring new groups or philosophies.
- Encourage open, nonjudgmental conversations about beliefs and values.
- Educate oneself on psychological manipulation techniques, using reputable local and global resources.
- Seek professional help if you or someone close is struggling with high-control, isolating environments.
Cults and coercive groups thrive in secrecy and silence. Bringing their tactics into the light—whether through dramatic TV like “Sirens,” investigative journalism, or informed community discussion—is the first step to disarming their power and promoting meaningful recovery for survivors.
Sources used: RNZ: Sirens – the dark psychology of how people really get drawn into cults, Faith to Faithless, Wikipedia: Cult, PubMed: Coercive Persuasion, International Cultic Studies Association, Bangkok Post: Unorthodox Movements