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Date of Graduation
Master of Arts (MA)
School of Writing, Rhetoric, and Technical Communication
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.
Wiggins, Jessie, "The discourse communities of multi-level marketing" (2022). Masters Theses, 2020-current. 173.
Available for download on Thursday, April 11, 2024