The discourse communities of multi-level marketing

Jessie Wiggins, James Madison University

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.