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:info:doi/10.18910/5746

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論文情報

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
別タイトル	Analyzing the Construction of the Social Discourses on 'Multi-level Marketing Plan (MLM)' : The Case of Amway
タイトル (ヨミ)	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	木島, 由晶木島, 由晶
著者の別表記	Kijima, Yoshimasa
著者 (ヨミ)	キジマ, ヨシマサ
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.
公開者	大阪大学人間科学部社会学・人間学・人類学研究室
公開者 (ヨミ)	オオサカダイガクニンゲンカガクブ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
掲載誌名	年報人間科学
巻	23-2
開始ページ	381
終了ページ	396
刊行年月	2002
ISSN	02865149
NCID	AN0020011X
URL	http://hdl.handle.net/11094/5746
言語	日本語
言語	英語
DOI	info:doi/10.18910/5746
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

著者版フラグ	publisher
NII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.23-2 P.381-P.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
DCTERMS.alternative	Analyzing the Construction of the Social Discourses on 'Multi-level Marketing Plan (MLM)' : The Case of Amway
DC.creator	木島, 由晶
DC.creator	Kijima, Yoshimasa
DC.publisher	大阪大学人間科学部社会学・人間学・人類学研究室
DC.language" scheme="DCTERMS.RFC1766	日本語
DC.language" scheme="DCTERMS.RFC1766	英語
DCTERMS.issued" scheme="DCTERMS.W3CDTF	2002
DC.identifier" scheme="DCTERMS.URI	http://hdl.handle.net/11094/5746
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	info:doi/10.18910/5746
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	大阪大学人間科学部社会学・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_issn	02865149
citation_public_url	http://hdl.handle.net/11094/5746
citation_keywords	MLM
	アムウェイ
	疑似宗教
	公と私
	MLM
	Amway
	pseudo-religion
	formal/informal
	public/private
citation_doi	info:doi/10.18910/5746

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