I. Intro The rise of The Peoples Temple during the 1950s through 1970s was tied to specific national issues. Founded in 1954 by preacher Jim Jones in Indianapolis, it began as a small group of closely-knit local people. During this time, the United States was facing various social and political dilemmas that caused division and fear. It started with the Cold War, which had begun less than a decade earlier, and swelled during the Vietnam War in the 1960s and 70s. The civil rights movement also exposed racial tensions in the U.S. right around the time of the Temple’s formation. Furthermore, many people in major cities were either in poverty or moved to rural communities to escape the close-mindedness of their surroundings. Jones saw these chaotic events as an opportunity to build a massive following. He led African-Americans to believe that he was their savior and exaggerated the oppression they were experiencing. He also convinced scared people that he would protect them from the Cold War and overstated its threat. Vietnam War protesters thought that Jones supported them because he made it seem that he was anti-war as well. He made privileged white people feel obligated to help the needy and created programs that appealed to poor people. Through his words and actions, Jones lured hundreds of people into the Temple and kept them loyal. They eventually came to think of him as God because he seemed to be able to solve anything, and resent the outside world. He capitalized on these national issues to attract and sustain the loyalty of people who desired social change and safety, and developed the grand cult of his dreams. Disillusionment and paranoia along the way, stemming from his abuse of drugs, made Jones take a dark turn and create a suicide plan that killed 912 of his followers on November 18, 1978. II. Historical Background Various events happening in the United States during The Peoples Temple’s rise worried Americans. One was the Cold War, which had begun in 1947. Tension between the Soviet Union and the United States, along with more advanced weapons, made people fear a nuclear attack. Opposing views about communism, a key cause of this conflict, also intensified the internal strife in Vietnam between the North’s communist and South’s anti-communist governments. The Vietnam War began in 1955, but the United States did not directly intervene until 1964. Wanting to halt the spread of communism, President Johnson deployed up to 500,000 soldiers to help the South. Americans grew outraged because their troops were dying in a seemingly endless and purposeless foreign war. Racial issues were also prevalent. The civil rights movement, which rose to national prominence in 1955, uncovered problems that had long been brewing. African-Americans began to actively protest the discrimination they experienced, leading white supremacists like members of the Ku Klux Klan to violently fight them. The Montgomery Bus Boycott in 1955 and President Eisenhower’s sending National Guard Troops to protect black students attending Central High School in 1957 were some of the defining moments of the racial tension that kept Americans on edge. Young white people living in urban areas saw this chaos unfold, and were disgusted with the close-mindedness and corruption around them. As a result, many moved to rural communities to seek peace during the mid-1960s. Meanwhile, African-American neighborhoods in major cities struggled with poverty. These national circumstances all played a role in the Temple’s popularity. By exploiting them in various ways, Jim Jones attracted people who had been impacted. He turned these followers into cult members over the next two decades, and eventually led them to commit suicide. III. Analysis Jones exploited racial oppression to attract African-Americans to his ultimate cult. From the very beginning of its existence, he preached racial equality and integrated his services. This was rare in conservative Indianapolis, and piqued the interest of local blacks like Hyacinth Thrash and Zipporah Edwards. During these services, Jones talked as if he himself were AfricanAmerican. He once said to whites, “Some of you, you think you’re white, honey, but you’re just as black as I am.”1 The Jonestown Institute authors explain that he “identified with the Africanand Native Americans in his congregations, and often described everyone in Peoples Temple— himself included—as part of the nation’s oppressed populations of blacks, browns, Indians, and Asians. To make his point... he often described himself and everyone who followed him as ‘n*****s’ to distinguish themselves from those who have power and make the rules.”2 These choices of words captivated black people even more. What further fascinated them was Jones’s “rainbow family.” He and his wife Marceline adopted a child of every race and frequently showed off their family in public, boosting their image as avid supporters of racial justice. These little displays of humanity towards African-Americans helped Jones establish a base of regular attendees. Still searching for more followers, he began to solve discrimination problems and make people believe that he was their savior from racism. He started out by simply addressing individual members’ issues. An elderly African-American woman, for instance, complained that a local maintenance company was neglecting to repair her electric service. Upon hearing this, Jones wrote a letter to the company and personally visited its office, leading to the problem being fixed. Author Jeff Guinn claims that the good news spread around Indianapolis and led more African-Americans to join the Temple because they were impressed that “this white preacher named Jim Jones didn’t just talk about doing things, he did them.”3 As Temple membership grew to the hundreds, Jones diverted his attention to larger-scale issues. He convinced Indianapolis government officials to repair potholes and update school textbooks in underprivileged black neighborhoods. In a bold move, he also took his black followers to local segregated churches and challenged their pastors. Although these were just minor changes, they seemed significant in comparison to the ineffectiveness of black preachers. More people recognized Jones’s efforts and clamored to join the movement. He was far from done, though. The real changes came in 1961, when he became the director of the Indianapolis Human Relations Commission. With this newfound authority, Jones led the Temple in publicly boycotting restaurants in which employees unfairly treated blacks. Most of them, along with businesses who were promised flyer and newsletter promotions if they integrated, consequently stopped their discriminatory ways. Furthermore, Jones created a Temple employment service to help black followers get jobs, leading to a more integrated and diverse Indianapolis workforce. His revolutionary actions sparked hope in African-Americans that he was the solution to racial oppression and enticed them to become members of the Temple. When the Temple moved to California in the early 1970s, Jones again took advantage of the civil rights movement to appeal to African-Americans. He emulated the Black Panther Party, whose members were exclusively black. “Many of the programs supported by Peoples Temple and San Franciscan liberals,” asserts Catherine Barrett Abbott, “echoed the goals of the Black Panther Party and their ’survival programs,’ which ‘contributed to the well-being of poor and working- class racial and ethnic minorities.’”4 Duchess Harris and Adam John Waterman write that The Black Panther Party’s founder was a great source of inspiration for Jones, who “tapped some of the same sources of political and cultural identity that Huey Newton did, the same historical references to slavery as well as the more contemporary days of Jim Crow laws.”5 The Peoples Forum, the Temple’s newsletter, often praised Newton’s actions as well. By copying and publicly endorsing the Black Panther Party’s methods, Jones lured Californians who desired racial equality into the Temple. Even in Jonestown, Guyana, he capitalized on the United States’ racial issues to preserve his followers’ loyalty. Jones perpetuated the myth of the the King Alfred Plan, which stated that President Nixon was going to put blacks in concentration camps, to scare the Temple’s AfricanAmerican members. He told them: “There’s a plan laid aside to put you into gas chambers” and “[Nixon]’ll put serial numbers and a mark of the beast right on you… and every black and brown and poor white will be done away with.”6 Furthermore, he greatly exaggerated the Ku Klux Klan’s actions. He claimed during a meeting, “It almost took over Attica prison. They almost stormed in and killed all the Indians and blacks and Mexicans. Where? Not in Mississippi, I’m talking about New York State.”7 These lies scared followers and made them feel grateful that they lived far away in Jonestown, effectively dissipating any rebellion against his control. Abbott contends that they “show Jones’ desire to control Peoples Temple members’ emotions and to act as their protectors.”8 He exploited their fears about racial oppression to the bitter end in order to have time to mold them into a cult. By targeting major poverty-stricken cities, Jones was able to gain hundreds of followers for his eventual cult. “Jones had a built-in potential audience,” Guinn explains, “that already had good reason to believe the government was out to get them, that white cops were the enemy, and that it was only right that America should distribute its wealth more equally.”9 He deliberately set up Temple branches in the Los Angeles and San Francisco ghettos to grab their residents’ attention. He and his followers then began to take road trips across the country to Chicago, Detroit, and other populous, destitute cities. They held public services and gatherings there that raised people’s interest in the group. Those people were brought back to California on the Temple bus and became devoted members. Therefore, focusing on impoverished locations paid off for Jones. In exchange for these impoverished members’ loyalty, Jones created Temple-run programs to provide aid for them. In California, he continued to operate the “Free Restaurant” soup kitchen, which he had started in Indianapolis. He also established child-care and fun youth programs to prevent kids from joining gangs in the ghettos that they were living in. Teens received a completely free college education, thanks to the Temple covering tuition and living costs. Furthermore, it handled senior citizens’ social security cases and helped them collect their checks. This tremendously helped them because they had been constantly neglected by local social security offices. It offered free drug rehab and medical care services as well for those who could not afford them. These outreach programs, which were funded by other followers’ tithes and profits from the Temple’s ownership of various corporations and nursing homes, significantly helped the poor get basic resources to survive. As a result, they remained members of the Temple and would eventually become part of Jones’s cult. Giving attention to the widespread national poverty problem was a strategic decision that Jones made to accomplish his dreams of forming a cult. Although the Temple’s mission mostly appealed to African-Americans, Jones made a strong effort to attract whites as well. After he set up a branch in rural Ukiah, California, he reached out to several local whites and invited them to Temple-hosted social gatherings. Guinn explains that they were idealistic young people, raised by liberal parents, who had recently moved to the area because they had grown frustrated with their conservative urban neighbors’ narrow-mindedness about issues such as race and the economy.10 Jones convinced them during these gatherings that they could work towards achieving their dreams of an ideal and equal society by joining the Temple. They bought into his vision, and in turn, recruited like-minded co-workers and relatives. A considerable number of white people, such as Garry Lambrev, Linda Amos, and the Layton family, became members as a result. In order to sustain their loyalty long enough to develop his cult, Jones then made them feel ashamed of their privileged upbringing. He was quick to point out to them that the majority of the country did not have it as good as they did growing up because they were either racially discriminated against or stuck in poor neighborhoods. He told white followers that they had to work the hardest to fix these injustices because they had struggled the least throughout their lives. This compelled white people to stay in the Temple out of guilt. They did not want to seem entitled by refusing to help the less fortunate through the group’s outreach programs and community service. Jones skillfully exploited the common idealistic attitude of young whites and their relocation to the countryside in the 1960s to garner followers for his cult. Jones capitalized on his followers’ fear of the Cold War to keep them loyal to the Temple. In 1961, he announced to them during a sermon that he had had a prophetic vision about a nuclear bomb destroying the entire Midwest. They believed him and therefore did not think twice when he justified his visit to Belo Horizonte, Brazil, by saying that he was searching for a safe relocation area. In reality, according to author Julia Scheeres in A Thousand Lives, “He wanted to isolate his people so he could carry out his macabre plan.”11 Putting his followers in an unfamiliar place would make them feel vulnerable and give in to Jones’s commands more easily, letting him develop his cult. His prediction seemed to be validated when in 1962, the United States discovered the Soviets’ missile site in Cuba. This scary event kept members loyal while he was traveling. Although his first relocation attempt failed, he continued to use his vision to manipulate his followers and would later find an equally remote settlement in Guyana. Wanting them to join him in California, Jones simply told them that the aforementioned bomb would kill them if they did not immediately leave Indianapolis. He then set a specific date that the bomb would come, July 1967, when they grew unhappy with living there. As a result, members continued to be loyal and stay in California out of fear. When July 1967 passed by and nothing happened, Jones distracted them with other issues so that they would not realize he was a plain liar. Jones created “accident cycles” to further increase his followers’ panic about the Cold War and belief in his nuclear bomb hallucination. He declared in a sermon that these were times of high danger in which they had to listen to his orders closely, or else a tragic event would occur. The possible terrible events he mentioned ranged from minor car crashes to the destructive bomb from his 1961 vision. To make the cycles seem legitimate, Jones staged lesser-scaled disasters. He once told an adviser to bump his car into that of a disobedient member to show everyone what could happen if they did not follow his commands. These kinds of occurrences made them buy into the bomb threat and dread the Cold War even more than they previously did. Consequently, Jones sustained their loyalty, obedience, and appreciation, as they did not want anything bad to happen to them and truly thought that he cared about their safety. His successful exploitation of the Cold War enabled him to sustain a massive following for his future cult. National resentment of the Vietnam War allowed Jones to attract and retain more members to form his cult. He organized the Temple’s march in 1966 to protest American military involvement in Vietnam, knowing the backlash it would cause. Sure enough, the mostly conservative locals jeered as members took over Ukiah, California’s streets. This heightened followers’ “us vs. them” mentality and consequently, their dedication to the Temple’s mission of empowering the oppressed. On the other hand, the march impressed a few residents such as Judge Robert Winslow because Jones and his followers had risked public humiliation to stand up for their beliefs. They joined the Temple as a result. In 1969, students at San Francisco State College had organized a strike against the school administration’s collaboration with the Vietnam draft. When secretary Edith Roller saw that the police were brutally beating them, she publicly resigned from her job. Jones read about her press conference in the San Francisco Chronicle and welcomed her to his “open-minded” church where, he told her, she could work towards creating social justice without facing backlash. She became the Temple’s apostolic socialism teacher and her formerly unpopular opinions became validated by other followers’ support. Jones — unlike anyone else Roller had ever met — seemed to condemn the violence in Vietnam and want to raise up the helpless protestors fighting for the war to end. He also toyed with members’ fears about the chaos from the war. Scheeres contends that through his newspaper read-alouds at services which emphasized the magnitude of deaths in Vietnam and among student protesters, he “struck a nerve” with his followers and made it seem like “the world was imploding.”12 His words persuaded them to stay and fight harder for a solution. As he continued to collect nearly one thousand followers in total, Jones worked to transition them into a cult. He used the disguise of radical socialism to move them in that direction. In 1970, he declared that all members were socialists, beginning their involvement in the political scene. Sacrificing everything for the “cause,” which Jones announced was the goal of creating a completely equal society, became their motto. Followers were not allowed to associate with outsiders in non-Temple settings anymore. They became fully devoted, as volunteering for outreach programs became their full-time jobs. If they grew tired, Jones questioned if they were truly dedicated to the cause and cared about social justice. He also encouraged members to live communally so no one had special privileges, and forced them to sign documents to give up their possessions and sources of income. Everything was shared in a socialist society, he would say whenever complaints arose. He convinced Temple members that these conditions were necessary to become good socialists. In reality, they extended Jones’s control over their lives so that he could more easily mold them into a cult. They gradually lost their individuality and agency. Jones often criticized the American capitalist government, and praised communists and socialists. According to Guinn, Jones claimed, “The real U.S. government was run in secret by white men dedicated to the eradication of socialism and who used the FBI and CIA to carry out illegal attacks on organizations such as the Temple.”13 Jones also boldly claimed, “If you’re born in capitalist America, racist America, fascist America, then you’re born in sin. But if you’re born in socialism, you’re not born in sin.”14 In a 1957 sermon, he idealized communism by explaining that it had figures akin to saviors and prophets. Jones went as far as to say that he’d prefer to be a member of the Communist Party than belong to a group of hypocritical Christians, which was part of his long-standing criticism of Christianity. Though this criticism is ironic for a purported Christian preacher, his words increased his followers’ resentment of the American government, and made them more receptive to the radical ideas he was preaching. Jones confirmed the Temple’s status as a cult by convincing his followers that he was God. One way in which he accomplished this was by pretending to have healing powers. Nothing displayed Temple members’ faith in him more than his fake miracle healings. They started out pretty straightforward: Jones would overhear someone before a service talking about an illness or disability that he or she had. Then, during the service, he instructed the member to stand up and gave a lengthy speech. Miraculously, he or she seemed to not feel pain afterwards. Jones marveled how he could “just call people out and they’d get healed of everything.”15 As he encountered more educated followers, he tweaked his procedure. Plants in the audience reported back to Jones about the things that they heard from new members; then, he would proceed with the healing. It amazed the unaware crowds. The healings reached their peak when he claimed to be able to remove cancerous tumors from people’s bodies. Actually, the “tumors” were chicken pieces and the “cured” people were members who were ordered to stage the event. Jones did not stop there, though. He even plotted his own assassination attempts to show them that he could “cure” himself. The healings were just a trick up his sleeve to get followers to worship him like God and believe that he was the answer to all their problems. They were risky because the idea that someone could be cured by just a few words by one man is ridiculous, but the desperate people wanted any glimmer of hope. Their unwavering belief gave Jones the supreme aura he needed to establish his cult. Another way that Jones led Temple members to think of him as God was to move them away from the King James Bible. That essentially made them abandon Christianity and its traditional God. After he lost local influence in Indianapolis, he ranted on a radio station and called the Bible propaganda. Even though he regained some of that influence in California during the 1970s, he never stopped criticizing Christianity. Jones told his followers that the Bible was the “the root of all our problems today. Racism is taught in it. Oppression is taught in it.”16 He encouraged them to throw theirs away and shocked them by stomping on one during a sermon. Furthermore, he published “The Letter Killeth” in 1961 and distributed it to everyone. This booklet criticized and identified the Bible’s “errors.” Through his actions, Jones increased his followers’ skepticism and resentment of the book and consequently, the God contained within it. It made it easier to persuade them that he was the true God that they should be revering, leading to a cult-like mentality. Jones also made people believe that he was God through the powerful words he spoke during sermons. He once told them, “I’m able to walk all night and all day, and days without sleep or rest, without food, because I have entered into that which you said was God in the suppositional sky, but he never came near you. I am God Almighty.”17 He also claimed that he was, “going to prove I am God. I’m going to take away all the symptoms, there’ll be no more burning, there’ll be no more back difficulty ... I’m going to give [them] a ... dose of good health.”18 Jones even said that, “the mind that was in Jesus Christ is in me now.”19 Whatever he said resonated with and captivated his predominantly African-American audience because he effectively incorporated the Pentecostal style of preaching into his services. Popular among black Christians, it involved active dancing, singing, and a “call and response” system in which the congregants would often interrupt the preacher’s speech with shouts of approval. Because of Jones’s charismatic approach, people eagerly accepted his claims that he was God. Lambrev explains: “When he said that he was God, [he] didn’t disbelieve him for a minute.”20 By making members believe that he was God, Jones transformed them into a full-fledged cult. Disillusionment led Jones down a dark path and made his cult his mass murder victims. He started abusing amphetamines in California to deal with the stress of micromanaging the Temple’s operations. The powerful drugs made him unpredictable and paranoid. This paranoia only heightened in Jonestown due to several conflicts that Jones believed could threaten the control of his cult. In 1977, American reporters had discovered scandals inside the Temple, which included physical violence towards disobedient followers and fraudulent handling of revenues. They, particularly Marshall Kilduff of the San Francisco Chronicle, were working on exposés that had the potential to damage the Temple’s squeaky-clean reputation while its members were in the process of moving to Guyana. Jones was also dealing with a custody dispute with the Stoens, a family that had recently defected from the group and wanted their son John Victor back from Jonestown. Fearing that his departure could inspire other families to demand their children back, Jones refused to give him up. This eventually contributed to his belief that the American and Guyanese governments were co-conspiring to destroy the Temple because an important Guyanese official had been visiting the United States when the Stoens’ lawyer came to pressure Jones at Jonestown. The absence of the official, who had frequently helped Jones resolve any issues, made him believe that he had lost the Guyanese government’s support. Furthermore, some residents’ family members who grew worried about their well-being formed the Concerned Relatives group. They pushed for more thorough inspections of Jonestown and the right to visit their relatives. This convinced Jones that the walls were caving in on his power. As a result, he formulated a plan to kill all of his followers before anyone else could take them away from him. To make his horrific scheme work, Jones constantly abused his followers and experimented with different death methods. He encouraged members to spy on and report each other if they were not following the rules. He then put these misbehaving people in the “Learning Crew,” a punishment group whose members were publicly humiliated. Anyone who tried to escape Jonestown suffered severe consequences, even having his or her legs chained to a wall, which was what survivor Tommy Bogue experienced after running into the forest without permission. These cruel disciplinary methods scared members into unquestionably obeying Jones’s orders. In addition, they spent day and night manufacturing toys and working in the fields to produce food. Jones “ate heaping plates of [this] food,” observes Scheeres, “as their stomachs churned.”21 The combination of hard labor and starvation made residents too exhausted to resist his commands. He also cut off their access to the outside world by locking away their passports and possessions. Letters to relatives in the United States were always censored and altered to make it seem like Jonestown was a utopia. For that same purpose, Jones made his followers rehearse answers to visiting government officials’ questions. This isolation let him exert more control over their actions and prevent outsiders’ interference. He was not subtle about making his dark plan become known, either. He foreshadowed the massacre frequently by telling members things like, “You would rather kill yourself first before [the government] got ahold of you.”22 Meanwhile, Jones and his advisers smuggled guns into Jonestown, which guards would use on the day of the massacre to force people to drink the cyanide. He also ordered the settlement’s “doctor,” Larry Schacht, to research different kinds of poison and buy enough to kill 1,800 people. Moreover, he began to call “white nights,” times when Jonestown was supposedly under attack by American or Guyanese soldiers sent by the government. They heightened followers’ own paranoia about the government and the outside world as result. Because they had to stay on alert at all times during these fake events, they also became exhausted to the point where they just began to blindly follow Jones’s orders. On top of that, he conducted fake poison tests on his closest assistants to see who would loyally die for him and the socialist cause, and who would essentially betray him by calling for help. Every one of these measures made Temple followers give into whatever he wanted and goaded them towards death. It all came to fruition when Congressman Leo Ryan’s visit to Jonestown caused Jones to panic beyond recovery and ultimately pull the trigger on the death plan the next day: November 18, 1978. IV. Conclusion Jim Jones clearly exploited several national events to gain and sustain the loyalty of followers for his cult. He gradually implemented radical socialism to make them more obedient and resist the outside world. They came to believe that he was God, adopting a complete cult-like attitude. For his final act of creating a grand cult, Jones set up Jonestown in Guyana to isolate his followers and got them to come along by disguising it as a “socialist paradise”. Throughout the process, he became disillusioned, causing him to develop a “revolutionary suicide” plan to kill all members. The tragic story serves as a lesson even to this day, as there are still potential cults around the world. It is not uncommon for people to wonder how residents so easily fell into Jones’s trap and were led to believe that killing themselves was the best option. They think that they could never be so foolish themselves. But the victims were ordinary people who just desired a more equal society and were misled into thinking that Jones could make it happen. Any compassionate human being could’ve been in the same situation. There are some steps that one can take to prevent a similar event from occurring, though. One is to stand up when you know something’s wrong before it goes completely downhill. Some Temple followers knew that Jones lied to them constantly and most everyone knew that he was erratically violent towards the end of his life. In fact, a survivor admitted that he saw him rape a woman and “knew it was wrong, but [he] didn’t do a thing to stop it.”23 Maybe the outcome would have been different if more people had interfered with his previous destructive actions. This massacre also teaches us to always think for ourselves. Guinn wraps it up perfectly when he says that “Jim Jones epitomizes the worst that can happen when we let one person dictate what we hear [and] what we believe.”24 Temple followers believed that Jones had their best interests in mind and completely put their faith in him. If they had given their skeptical thoughts more consideration, they might’ve seen that he was nothing more than a con artist. Thousands of people were left significantly scarred because they bought into one man’s outrageous dreams, not knowing that they would take a drastic and sadistic turn. Although we have the facts that tell us how it all transpired, it’s still so difficult to imagine. Endnotes 1 Cited in Abbott, Catherine Barrett, "The Reverend Jim Jones and Religious, Political, and Racial Radicalism in Peoples Temple" (2015). Theses and Dissertations. Paper 1037. 79. 2 Cited in Ibid., 79. Jeff Guinn, The Road to Jonestown: Jim Jones and Peoples Temple (New York: Simon & Schuster, 2018), 69. 4 Abbott, 80-81. 5 Cited in Ibid., 81. 6 Cited in Ibid., 85. 7 Cited in Ibid., 84. 8 Ibid., 86. 9 Guinn, 244. 10 Ibid., 241. 11 Julia Scheeres, A Thousand Lives: The Untold Story of Hope, Deception, and Survival at Jonestown (New York: Free Press, 2011), 91. 12 Ibid., 24. 13 Guinn, 146. 14 Cited in Abbott, 52. 15 Cited in Guinn, 63. 16 Cited in Ibid., 122. 17 Cited in Abbott, 25. 18 Cited in Ibid., 25. 19 Cited in Guinn, 123. 20 Cited in Abbott, 26. 21 Scheeres, 139. 22 Cited in Ibid., 179. 23 Cited in Joshua Alston, “Remembering Jonestown,” Newsweek, October 19, 2006, https://www.newsweek.com/remembering-jonestown-111649. 24 Cited in Alston. 3 Bibliography Abbott, Catherine Barrett, "The Reverend Jim Jones and Religious, Political, and Racial Radicalism in Peoples Temple" (2015). Theses and Dissertations. Paper 1037. Guinn, Jeff. The Road to Jonestown: Jim Jones and Peoples Temple. New York: Simon & Schuster, 2018. Scheeres, Julia. A Thousand Lives: The Untold Story of Hope, Deception, and Survival at Jonestown. New York: Free Press, 2011. Alston, Joshua. “Remembering Jonestown.” Newsweek. October 19, 2006. https://www.newsweek.com/remembering-jonestown-111649.