Marketing of Belief

Intertextual Construction of Network Marketers' identities

Datos Bibliográficos

ID12253284
AutoresKenneth C C Kong (Hong Kong Baptist University), Kenneth Kong (Hong Kong Baptist University, autor de correspondencia)
Año2001
Volumen12
Número4
Páginas473-503
Fecha de publicación2001-07-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaDiscourse & Society (JOURNAL)
Identificadores de la revistaISSN: 0957-9265 • E-ISSN: 1460-3624
EditorialSAGE Publishing (PUBLISHER • US)
DOI10.1177/0957926501012004004
OpenAlexW2169324740
IdiomaEN
Citas recibidas9
Referencias 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