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ORCID
https://orcid.org/ 0000-0001-5308-5421
Date of Graduation
5-12-2022
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.
Recommended Citation
Wiggins, Jessie, "The discourse communities of multi-level marketing" (2022). Masters Theses, 2020-current. 173.
https://commons.lib.jmu.edu/masters202029/173
