Abstract
Within the academic study of New Religious Movements, it has become standard to understand “cult” as a pejorative term which is dismissive of minority religions and in some cases harms them. This article, through a quantitative content analysis conducted by the author of various uses of the word “cult” in twenty-five American newspapers through the 1990s, is an attempt to understand, in detail and supported by data, how “cult” was applied to particular religious groups and used more widely within popular discourse. It argues that the word “cult” was primarily used for subjects that were not religious groups, and when it was applied to religious groups, it was largely done so to a very small number that all shared several characteristics. It further argues that “cult” should be understood as a complex term with a range of meanings and applications.