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The Atlantic
We Choose Our Cults Every Day
Cultish, a new book by the linguist Amanda Montell, reveals how insidery language informs the communities of modern life.
11:35 AM ET
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Way back in January, I was idly thumbing through Instagram when I received a message that shook me like a nascent martini. “Did you hear that Taking Cara Babies donated to Trump?” a friend wrote. This sentence likely makes no sense to you, unless you’ve had a baby sometime in the past few years. Taking Cara Babies is the brand name for Cara Dumaplin, a neonatal nurse turned baby-sleep expert who became, in 2020, my everything.
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For a new mother, thereâs nothing quite like scrolling through Instagram. You spend a lot of time with not a lot of fingers free, and cracking open a book often takes too much energy. Enter the social media platform tailor-made for the sleep-deprived, as easy and as addictive as a bag of honey soy chicken chips.
The ranks of mummy influencers on Instagram are legion. One of its queens is Arizona-based neonatal nurse and parent of four Cara Dumaplin. Many of Dumaplinâs 1.4 million followers probably didnât even know her full name until recently; instead, the name of her account has been passed down from one tired mum to another, via nocturnal text messages and over bottomless cups of coffee, for years now. She is simply @takingcarababies, and as of a few weeks ago, she is in trouble.