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|
|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.|