Publication details

Síťový marketing: Nadějná pracovní příležitost pro ženy?

Title in English Multi-level marketing: Promising work opportunity for women?


Year of publication 2014
Type Article in Periodical
Magazine / Source Gender, rovné příležitosti výzkum
MU Faculty or unit

Faculty of Social Studies

Field Sociology, demography
Keywords gender; nonstandard employment; multi-level marketing; neoliberalism
Description Authors analyse the discourse of Green Ways ltd. (GW), the company using multi-level marketing where the majority of trade partners are women. The article shows that however multi-level marketing is advertised as a very flexible form of work suitable for those who want to combine family life with work, it is rather a way of marketing then a work opportunity. A significant role in this business play women on parental leave who earn rather self-esteem based in neoliberal values of self-reliance and entrepreneurial successful then a financial income. The analyses links up their way of describing the character and benefits of selling the GW products with the ideology presented in GW manuals for trade partners. Using Bourdieu´s theory the authors point out how GW constructs the symbolic oppositional binary fitting the neoliberal notion of efficient individual.
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