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ORCID
https://orcid.org/ 0000-0001-5308-5421
Date of Graduation
5-12-2022
Semester of Graduation
Spring
Degree Name
Master of Arts (MA)
Department
School of Writing, Rhetoric, and Technical Communication
Abstract
Multi-level marketing (MLM) companies, particularly Beachbody, have skyrocketed in recruiters as the pandemic has situated a kairotic moment for at-home work. This thesis is made up of two articles. The first article analyzes Beachbody, a health and fitness MLM, and their coaches’ Instagram posts, which use community appeal as a recruitment strategy. The second article analyzes former coaches’ YouTube videos on their experience leaving Beachbody, noting their strong use of invitational rhetoric but misplaced audience awareness.