Managing the ambiguous and conflicting identities of `upline' and `downline' in a network marketing firm

Dados Bibliográficos

ID5965173
AutoresKenneth C C Kong (Hong Kong Baptist University), Kenneth Kong (Hong Kong Baptist University, autor correspondente)
Ano2002
Volume4
Fascículo1
Páginas49-74
Data de publicação2002-02-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoDiscourse Studies (JOURNAL)
Identificadores do periódicoISSN: 1461-4456 • E-ISSN: 1461-7080
EditoraSAGE Publications Inc (PUBLISHER)
DOI10.1177/14614456020040010301
OpenAlexW2154886359
IdiomaEN
Citações recebidas3
Referências citadas18

This is a study of how ambiguous identities are interactionally managed in network marketing discourse. Network marketing, as an enterprise `using' friendship to promote products, has been notorious for its exploitative use of interpersonal meaning. In this study, the interactions between supervisors (known as `uplines') and subordinates (known as `downlines') in network marketing firms have been studied and their relationship was found to be ambiguous and conflicting. On the one hand, they are `friends' because of the strong emphasis on rapport and harmony in the philosophy of network marketing; on the other hand, the supervisors have to regulate their downlines, which unfortunately lacks the legitimacy found in traditional business firms, as neither of them is an employee of their company. These ambiguous and conflicting identities motivate the participants to mobilize pertinent identities so as to manage conflicts, justify themselves and resume control. Previous research has shown that identities are both interactionally and retrospectively constructed. This study adds to our understanding that identities are not only products of interactions but that they are also interactional resources, which can be mobilized by participants to achieve their goals, although the identity mobilization does not always result in harmony owing to the inherent incompatiblity of the identities invoked. Implications for identity formation in contemporary firms are also drawn

Aesthetics · Business · Corporate identity · Friendship · Legitimacy · Political science · Public relations · Sociology · Digital Communication and Language · Discourse Analysis in Language Studies · Language, Discourse, Communication Strategies · Psychology · Social Psychology · Marketing