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THE PI OF POLITICS
group (Eshleman 2011), different groups appealed cognitively and emotionally
to different individuals, and the groups used differentiated marketing
strategies to recruit and maintain members. Some Gnostic groups,
for instance, took a more liberal stance on women’s roles within their
communities, opening up leadership opportunities that had been closed
to women attending Apostolic Catholic congregations. Marcus was particularly
successful in this effort, winning over wealthy women who found
positions of power as prophets in his Gnostic church (Irenaeus, Against
the Heresies 1.13.3).
Gnostic groups also had more extreme views of marriage. Some, such
as the Valentinians, saw marriage as sacred, and erotic intercourse with
one’s spouse as redemptive. This was attractive to some Christians who
found themselves among Catholics advocating chaste sex as a procreative
necessity. Other Gnostic groups appeared to be the philosophical champions
of the passion-free life, attracting Christians who did not want to
be bothered with marriage and the family at all (Irenaeus, Against the
Heresies 1.25.3).
Gnostics also relied on eloquence and superior philosophical knowledge
to persuade people to join their groups. Irenaeus remarks that
people were persuaded to convert by the excellent speeches delivered by
Gnostic leaders (Irenaeus, Against the Heresies 1.25.3). Because their interpretations
relied on ancient philosophy, these leaders impressed others as
being highly intellectual. They marketed their ideas as novelties to people
who did not know the difference, or did not care (Hippolytus, Refutation
5.6.1–2).
Tertullian ( Against the Valentinians 4.1–4) remarks that Valentinus
was so eloquent, so downright genius, that he expected to be appointed
the next bishop of Rome. When that did not happen, Valentinus left the
Apostolic Catholic church and, as discussed in chapter 8, opened his own
doors, taking with him as students a number of equally talented people.
They promoted their brand of knowledge as intellectually superior, running
down the Apostolic Catholics for their ignorance (Irenaeus, Against
the Heresies 1.6.4).
Gnostic groups also were keenly aware that unique and secretive practices
are a powerful draw. Once inducted into their groups, people tended
to stay, feeling that they possessed something of great value that others
did not. In Gnostic groups that charged for initiation, the members were