O trabalho no marketing de rede: novas ideologias do trabalho ou as antigas artimanhas do capital

Abstract

The purpose of this paper was to identify the impacts of multi-level marketing activity on subjectivity. With this purpose, a study was made on the biggest company acting in this area, approaching its method of organization, as well as its impact on distributors of many hierarchical levels. After considering the management model adopted by the company and its relation with the main ideologies present in the contemporary capitalist world, we've identified new forms of subjectification that are based mainly on the idea of entrepreneurship, found in the self-made man's ideological foundation. Above all, this business model aims onthe attainment of economical success as a result of the absolute engagement of its distributors. Work begins to occupy a central role in ones life, and becomes of supreme importance. The main engine of this engagement points towards a relationship built on a religious basis, as the company is identified as a sacred instance that occupies the highest level of a persons values list. In order to obtain its purpose, the company appeals to rituals and the use of symbols, as well as a language of its own, allowing the distributors to interiorize this new vision of the world.