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

Document Type

Thesis

Degree Name

Master of Arts (MA)

Department

Writing, Rhetoric & 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.

Available for download on Thursday, April 11, 2024

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