Marketing of Belief

Intertextual Construction of Network Marketers' identities

Dados Bibliográficos

ID12253284
AutoresKenneth C C Kong (Hong Kong Baptist University), Kenneth Kong (Hong Kong Baptist University, autor correspondente)
Ano2001
Volume12
Fascículo4
Páginas473-503
Data de publicação2001-07-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoDiscourse & Society (JOURNAL)
Identificadores do periódicoISSN: 0957-9265 • E-ISSN: 1460-3624
EditoraSAGE Publishing (PUBLISHER • US)
DOI10.1177/0957926501012004004
OpenAlexW2169324740
IdiomaEN
Citações recebidas9
Referências citadas19

Network marketing, as an enterprise `using' friendship to promote products, has been notorious for its exploitative use of interpersonal meaning. This study examines how identities are textually transgressed and manipulated in network marketing discourse, a nexus of business, interpersonal, and institutional relationships. Using Halliday's systemic-functional framework, a comparison of five director's messages, three from network marketing organizations, one from an ordinary business enterprise, and one from a voluntary social organization shows that network marketing texts are constructed intertextually and dialogically in sophisticated ways. It is argued that network marketing organizations (NMOs) do not simply sell their products; they also attempt to reconstruct their sales agents' identities to the advantage of their business operations

Business · Business ethics · Epistemology · Friendship · Interpersonal communication · Marketing management · Meaning (existential · Nexus (standard · Political science · Public relations · Relationship marketing · Sociology · Communication · Computer Science · Discourse Analysis in Language Studies · Language, Discourse, Communication Strategies · Rhetoric and Communication Studies · Marketing