Analysis of the Discourse Used by Multilevel Marketing to Consolidate Its Sales Teams and Its Effects on the Social Reality They Construct

This research focuses on revealing and describing the main discursive characteristics and semiotic elements employed in the messages and talks of multi-level marketing (MLM) companies operating in Quito. The fundamental purpose is to understand how these organizations persuade, suggest, and seduce their sales network to achieve growth and consequently increase market share. The methodological approach is based on reconstructing the discourses delivered by "motivators" or "sales managers" during recruitment processes. Initially, a theoretical review of MLM sales discourse, its history, and its social role will be conducted. Subsequently, through direct observation of the discourse from a sample of companies, common and differentiating elements regarding language, environment, and themes will be identified. Critical Discourse Analysis (CDA) will be applied, a socially relevant methodology, to determine the underlying content, effects, and legitimizing and ideological strategies within these messages, aiming to contribute to more ethical and transparent marketing and sales management.<br/><br/><b>Goal</b>: <br/>To analyze the discursive characteristics and symbolic elements used by multi-level marketing companies in Quito for the recruitment of new salespeople.<br/><br/><b>Research lines</b>: <br/>Marketing and consumption