Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

ORCID

https://orcid.org/ 0000-0001-5308-5421

Date of Graduation

5-12-2022

Semester of Graduation

Spring

Document Type

Thesis

Degree Name

Master of Arts (MA)

Department

School of Writing, Rhetoric, and Technical Communication

Advisor(s)

Cathryn Molloy

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.

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