Síťový marketing: Nadějná pracovní příležitost pro ženy?

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Title:Síťový marketing: Nadějná pracovní příležitost pro ženy?
Creators:
Lištiaková, Irena; irena dot list at centrum dot cz; FSS MU, Joštova 10, Brno, 602 00, Czech Republic
Jarkovská, Lucie; jarkovsk at fss dot muni dot cz; FSS MU, Joštova 10, Brno, 602 00, Czech Republic
Journal or Publication Title:
Gender, rovné příležitosti, výzkum, 15, 2, pp. 77-86
Uncontrolled Keywords:gender, nonstandard employment, multi-level marketing, neoliberalism

Abstract

The authors analyse the discourse of Green Ways (GW), a company using multi-level marketing where women comprise the majority of distributors. The article shows that however multi-level marketing is advertised as a highly flexible form of employment suitable for those who want to combine family life with work, it is rather a way of marketing than an employment opportunity. A significant role in this business is played by women on parental leave who earn self-esteem based in the neoliberal values of self-reliance and entrepreneurial success, rather than financial income. The analysis links their ways of describing the character and benefits of selling GW products with the ideology presented in GW manuals for distributors. Using Bourdieu’s theory, the authors point out how GW constructs the symbolic oppositional binary in line with the neoliberal notion of an efficient individual.

Official URL: http://www.genderonline.cz

Title:Síťový marketing: Nadějná pracovní příležitost pro ženy?
Translated title:Multi-Level Marketing: A Promising Employment Opportunity for Women?
Creators:
Lištiaková, Irena; irena dot list at centrum dot cz; FSS MU, Joštova 10, Brno, 602 00, Czech Republic
Jarkovská, Lucie; jarkovsk at fss dot muni dot cz; FSS MU, Joštova 10, Brno, 602 00, Czech Republic
Uncontrolled Keywords:gender, nonstandard employment, multi-level marketing, neoliberalism
Subjects:J Political Science > JA Political science (General)
H Social Sciences > HM Sociology
Divisions:Humanities and Social Sciences > 7. Section of Social and Economic Sciences > Institute of Sociology > Gender, rovné příležitosti, výzkum (Gender, Equal Opportunities, Research)
Journal or Publication Title:Gender, rovné příležitosti, výzkum
Volume:15
Number:2
Page Range:pp. 77-86
ISSN:1213-0028
E-ISSN:805-7632
Publisher:Sociologický ústav AV ČR, v. v. i.
ID Code:8401
Item Type:Article
Deposited On:23 Apr 2015 12:02
Last Modified:23 Apr 2015 12:02

Citation

Lištiaková, Irena; Jarkovská, Lucie (2014) Síťový marketing: Nadějná pracovní příležitost pro ženy? Gender, rovné příležitosti, výzkum, 15 (2). pp. 77-86. ISSN 1213-0028

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