MLMをめぐる社会言説の構図 : アムウェイの事例を中心として

木島, 由晶

doi:https://doi.org/10.18910/5746

MLMをめぐる社会言説の構図 : アムウェイの事例を中心として

木島, 由晶

年報人間科学, 2002, 23-2, 381-396

アクセス数:1,420件（2025-03-22 11:25 集計）

固定URL: https://doi.org/10.18910/5746

閲覧可能ファイル

ファイル	フォーマット	利用条件	サイズ	閲覧回数	利用開始日	説明	information
ahs23-2_381	pdf	なし	907 KB	1,893	2012.09.22

論文情報

ファイル出力 EndNote Basic出力 Mendeley出力

タイトル	MLMをめぐる社会言説の構図 : アムウェイの事例を中心として
	Analyzing the Construction of the Social Discourses on 'Multi-level Marketing Plan (MLM)' : The Case of Amway
	MLM オメグルシャカイゲンセツノコウズアムウェイノジレイヲチュウシントシテ
著者	NRID 1000080513176 1000080513176 著者名木島, 由晶 ; キジマ, ヨシマサ ; Kijima, Yoshimasa
キーワード等	MLM
	アムウェイ
	疑似宗教
	公と私
	MLM
	Amway
	pseudo-religion
	formal/informal
	public/private
抄録	This article attempts to review and analyze the social discourses on so-called 'multi-level marketing plan (MLM)' in past and present, focusing mainly on the case of Amway, the largest corporation of those based on such a system. The MLM has been attracting social attention because of its two remarkable aspects. One is its new style of marketing plan, which has attracted both jurists' and economists' interests since 1970s. While the jurists considered the system as 'wicked business' bringing the serious social problems, some economists positively emphasized its revolutionary aspect as 'network business'. The other is the new type of social relationship among the distributors in this system, which has become a focus of the public since 1990s when MLM gained popularity and has sometimes been interpreted in terms of 'pseudoreligion'. On the one hand social psychologists took the situation of the distributors negatively as 'mind-controlled'. Some sociologists of religion on the other regarded them more positively as 'seeking for their real selves'. The analysis of such contradicting social discourses on MLM reveals some factors that this system has to evoke discussions in terms of 'good' or 'evil'. The key to understand the phenomena is the confusion of 'public' or 'formal' with 'private' or 'informal' domains. To assert such factors existing in the system we need more detailed sociological research on this system.
出版者	大阪大学大学院人間科学研究科社会学・人間学・人類学研究室
	オオサカダイガクダイガクインニンゲンカガクケンキュウカシャカイガクニンゲンガクジンルイガクケンキュウシツ
	Sociology, Anthropology and Philosophy, Graduate School of Human Sciences, Osaka University
収録物名	年報人間科学
収録物名	Annals of human sciences
巻(号)	23-2
ページ	381-396
刊行年月	2002
言語	日本語
言語	英語
ハンドルURL	https://hdl.handle.net/11094/5746
DOI	https://doi.org/10.18910/5746
PISSN	02865149
NCID	AN0020011X
アクセス権	open access
出版タイプ	Version of Record
カテゴリ	紀要論文 Departmental Bulletin Paper
カテゴリ	年報人間科学 / 第23号第2分冊

資源タイプ	紀要論文
ローカル資源タイプ	紀要論文
DCMI資源タイプ	text
DCTERMS.bibliographicCitation	年報人間科学. 2002, 23-2, p. 381-396
DC.title	MLMをめぐる社会言説の構図 : アムウェイの事例を中心として
	Analyzing the Construction of the Social Discourses on 'Multi-level Marketing Plan (MLM)' : The Case of Amway
	MLM オメグルシャカイゲンセツノコウズアムウェイノジレイヲチュウシントシテ
DC.creator	木島, 由晶
	キジマ, ヨシマサ
	Kijima, Yoshimasa
DC.publisher	大阪大学大学院人間科学研究科社会学・人間学・人類学研究室
	オオサカダイガクダイガクインニンゲンカガクケンキュウカシャカイガクニンゲンガクジンルイガクケンキュウシツ
	Sociology, Anthropology and Philosophy, Graduate School of Human Sciences, Osaka University
DC.language' scheme='DCTERMS.RFC1766	日本語
DC.language' scheme='DCTERMS.RFC1766	英語
DC.type' scheme='DCTERMS.DCMIType	text
DCTERMS.issued' scheme='DCTERMS.W3CDTF	2002
DC.subject	MLM
	アムウェイ
	疑似宗教
	公と私
	MLM
	Amway
	pseudo-religion
	formal/informal
	public/private
DCTERMS.abstract	This article attempts to review and analyze the social discourses on so-called 'multi-level marketing plan (MLM)' in past and present, focusing mainly on the case of Amway, the largest corporation of those based on such a system. The MLM has been attracting social attention because of its two remarkable aspects. One is its new style of marketing plan, which has attracted both jurists' and economists' interests since 1970s. While the jurists considered the system as 'wicked business' bringing the serious social problems, some economists positively emphasized its revolutionary aspect as 'network business'. The other is the new type of social relationship among the distributors in this system, which has become a focus of the public since 1990s when MLM gained popularity and has sometimes been interpreted in terms of 'pseudoreligion'. On the one hand social psychologists took the situation of the distributors negatively as 'mind-controlled'. Some sociologists of religion on the other regarded them more positively as 'seeking for their real selves'. The analysis of such contradicting social discourses on MLM reveals some factors that this system has to evoke discussions in terms of 'good' or 'evil'. The key to understand the phenomena is the confusion of 'public' or 'formal' with 'private' or 'informal' domains. To assert such factors existing in the system we need more detailed sociological research on this system.
DC.identifier	10.18910/5746
DC.format	5746
citation_title	MLMをめぐる社会言説の構図 : アムウェイの事例を中心として
citation_author	木島, 由晶
citation_publisher	大阪大学大学院人間科学研究科社会学・人間学・人類学研究室
citation_language	日本語
citation_language	英語
citation_date	2002
citation_journal_title	年報人間科学
citation_volume	23-2
citation_firstpage	381
citation_lastpage	396
citation_public_url	https://hdl.handle.net/11094/5746
citation_doi_detail	10.18910/5746
citation_doi	https://doi.org/10.18910/5746

MLMをめぐる社会言説の構図 : アムウェイの事例を中心として

閲覧可能ファイル

論文情報

論文詳細を表示