A Content Analysis of the Stigma of Multilevel Marketing Participants on Reddit

Dados Bibliográficos

ID2153649
AutoresJessica Pearce (University of Louisiana at Lafayette, Lafayette, Louisiana, USA), Jessica S Pearce (0000-0002-8234-7205, University of Louisiana at Lafayette, autor correspondente), Kristen Kahanek (University of Louisiana at Lafayette, Lafayette, Louisiana, USA)
Ano2023
Volume44
Fascículo12
Páginas1846-1868
Data de publicação2023-12-02
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoDeviant Behavior (JOURNAL)
Identificadores do periódicoISSN: 0163-9625 • E-ISSN: 1521-0456
EditoraInforma UK Limited (PUBLISHER • GB)
DOI10.1080/01639625.2023.2235627
OpenAlexW4385201260
IdiomaEN
Referências citadas77

This study seeks to contribute to the knowledge of stigmatization, audience behavior, and dirty work. Furthermore, few studies have examined how groups frame multilevel marketing (MLM) participation as deviant. We will observe and define how an online community stigmatizes MLMs and participants. Utilizing a qualitative content analysis of a subreddit that opposes MLMs, we consider the top-rated posts’ type, content, and titles in the 12 months preceding data collection. We established several themes during analysis; posted content included humor, criticism, and MLM-related content. We also found contextual descriptions, criticism, humor, positive sanctions, and content emphasis among post titles. Together posts frame MLM participants and participants’ behavior as problematic. We also examine how subreddit community members stigmatize MLMs and participants while reinforcing the community’s ideological boundaries. Finally, we discuss how community members frame this liminal occupation as dirty, morally tainted work within an online space

Content (measure theory · Content analysis · Criticism · Frame (networking · Frame analysis · Ideology · Political science · Sanctions · Social science · Sociology · Stigma (botany · Business Law and Ethics · Computer Science · Consumer Behavior in Brand Consumption and Identification · Law · Psychology · Securities Regulation and Market Practices · Social Psychology