The meanings of the social media practices of African women engaged in multi-level marketing in Makhanda
- Authors: Tembani, Khuselwa Anda
- Date: 2022-10-14
- Subjects: Neoliberalism South Africa Makhanda , Humanism , Social media and society South Africa Makhanda , Discourse analysis , Precarity , Subjectivity , Multi-level marketing
- Language: English
- Type: Academic theses , Master's theses , text
- Identifier: http://hdl.handle.net/10962/365588 , vital:65762
- Description: In their efforts for a place in the economy, many South African women have embraced opportunities in the informal sector such as selling products for big Multi-Level Marketers (MLMs), who generally operate on a pyramid structure of commissions. This qualitative study investigates the meanings African women engaged in MLMs in Makhanda make of such work and examines how they construct notions of progress and success through their social media practices. The study was conducted in the strictest lockdown period and pioneered a research method that used Zoom to facilitate screen sharing on mobile phones to create an online version of the scroll-back method for Facebook. As expected for women working in a society increasingly integrated in a global neoliberal order, many of the meanings the women construct are rooted in neoliberal discourses that celebrate hyper-individualism and competition. This firstly includes constructing success through personal stories of self-appreciation, through which these women embody the MLM’s brand, while simultaneously improving their position in the market as sellers. Secondly, the women invest considerable effort on social media in constructing MLM work as epitomising stability in the context of the growing precarity that characterises their everyday lives. However, other meanings draw on the local African context. Here the women make sense of the inequalities that characterise the MLM pyramid structures, by constructing top players in the upline as a symbolic vanguard trailblazing freedom from a racist past through showcasing paths out of poverty. More interestingly, success is constructed as both resulting from and serving collective ways of being rooted in the discourse of African humanism. Here success is recognised as emerging from dense place-based networks in the neighbourhood built on trust and obligation, now replicated on social media. In conclusion, the study speculates that the worlds of meaning facilitated by MLMs might provide ways for neoliberal and traditional discourses to find points of synergy, and so serve as entry points into a neoliberal order that interestingly nevertheless draws on communal cultures of obligation and patronage. , Thesis (MA) -- Faculty of Humanities, School of Journalism and Media Studies, 2022
- Full Text:
- Date Issued: 2022-10-14
- Authors: Tembani, Khuselwa Anda
- Date: 2022-10-14
- Subjects: Neoliberalism South Africa Makhanda , Humanism , Social media and society South Africa Makhanda , Discourse analysis , Precarity , Subjectivity , Multi-level marketing
- Language: English
- Type: Academic theses , Master's theses , text
- Identifier: http://hdl.handle.net/10962/365588 , vital:65762
- Description: In their efforts for a place in the economy, many South African women have embraced opportunities in the informal sector such as selling products for big Multi-Level Marketers (MLMs), who generally operate on a pyramid structure of commissions. This qualitative study investigates the meanings African women engaged in MLMs in Makhanda make of such work and examines how they construct notions of progress and success through their social media practices. The study was conducted in the strictest lockdown period and pioneered a research method that used Zoom to facilitate screen sharing on mobile phones to create an online version of the scroll-back method for Facebook. As expected for women working in a society increasingly integrated in a global neoliberal order, many of the meanings the women construct are rooted in neoliberal discourses that celebrate hyper-individualism and competition. This firstly includes constructing success through personal stories of self-appreciation, through which these women embody the MLM’s brand, while simultaneously improving their position in the market as sellers. Secondly, the women invest considerable effort on social media in constructing MLM work as epitomising stability in the context of the growing precarity that characterises their everyday lives. However, other meanings draw on the local African context. Here the women make sense of the inequalities that characterise the MLM pyramid structures, by constructing top players in the upline as a symbolic vanguard trailblazing freedom from a racist past through showcasing paths out of poverty. More interestingly, success is constructed as both resulting from and serving collective ways of being rooted in the discourse of African humanism. Here success is recognised as emerging from dense place-based networks in the neighbourhood built on trust and obligation, now replicated on social media. In conclusion, the study speculates that the worlds of meaning facilitated by MLMs might provide ways for neoliberal and traditional discourses to find points of synergy, and so serve as entry points into a neoliberal order that interestingly nevertheless draws on communal cultures of obligation and patronage. , Thesis (MA) -- Faculty of Humanities, School of Journalism and Media Studies, 2022
- Full Text:
- Date Issued: 2022-10-14
Illness as intersubjectivity: a sociological perspective
- Authors: Pitfield, Doreen Jennie
- Date: 1992
- Subjects: Humanism , Medical care -- Sociological aspects , Intersubjectivity , Medical ethics -- Sociological aspects
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3329 , http://hdl.handle.net/10962/d1003117 , Humanism , Medical care -- Sociological aspects , Intersubjectivity , Medical ethics -- Sociological aspects
- Description: This thesis explores the historical roots of scientific medicine in an effort to highlight the lack of humanist intersubjectivity within the contemporary medical model. The study notes that contemporary medicine is overtly scientific and that its scientific framework is upheld and furthered by a medical model which draws legitimation from the irrefutability of what is referred to variously within this work, as its scientific "regime". It is shown that in terms of the humanist tradition people, not science, constitute the epicentre of meaningful experiential participation in the defining of human social reality. This, it is argued, implies a radically different ontology from other sociological perspectives on medicine. The thesis suggests that the contemporary medical model loses sight of the patient's ability to cognitively participate in the defining of illness, diagnosis and treatment in terms of his/her experience thereof , and argues that contemporary medicine, by advancing the idea that it alone has the correct and only answer to such problems, has led to a situation which promotes an overmedicalisation of society . The study gives an indication of the way in which this overmedicalisation has led to areas of human life becoming conceived of only in relation to medical expertise. In this respect it is noted that medicine has so successfully infiltrated the human consciousness (involving areas as diverse as childbirth, genetic engineering, transplant surgery and death), that decisions on health are invariably taken from a foundation of scientific legitimation which seems to exclude the patient as subject. It is argued that this way of making decisions reinforces the requirement for a scientific medical model which as it negates the human element insidiously amplifies its power over human life; thereby devaluing the very people it seeks to serve. The thesis suggests that in terms of a humanist reading of the Oath of Hippocrates, medical decisions can only be taken within a framework of experiential involvement which includes both medical expertise and lay understanding. It is indicated that when this happens, social reality functions in terms of a symbolic participation which fosters a commitment to equalise the conditions of human existence, and promotes a dialogical negotiatory process which is both intersubjectively and ongoingly produced.
- Full Text:
- Date Issued: 1992
- Authors: Pitfield, Doreen Jennie
- Date: 1992
- Subjects: Humanism , Medical care -- Sociological aspects , Intersubjectivity , Medical ethics -- Sociological aspects
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3329 , http://hdl.handle.net/10962/d1003117 , Humanism , Medical care -- Sociological aspects , Intersubjectivity , Medical ethics -- Sociological aspects
- Description: This thesis explores the historical roots of scientific medicine in an effort to highlight the lack of humanist intersubjectivity within the contemporary medical model. The study notes that contemporary medicine is overtly scientific and that its scientific framework is upheld and furthered by a medical model which draws legitimation from the irrefutability of what is referred to variously within this work, as its scientific "regime". It is shown that in terms of the humanist tradition people, not science, constitute the epicentre of meaningful experiential participation in the defining of human social reality. This, it is argued, implies a radically different ontology from other sociological perspectives on medicine. The thesis suggests that the contemporary medical model loses sight of the patient's ability to cognitively participate in the defining of illness, diagnosis and treatment in terms of his/her experience thereof , and argues that contemporary medicine, by advancing the idea that it alone has the correct and only answer to such problems, has led to a situation which promotes an overmedicalisation of society . The study gives an indication of the way in which this overmedicalisation has led to areas of human life becoming conceived of only in relation to medical expertise. In this respect it is noted that medicine has so successfully infiltrated the human consciousness (involving areas as diverse as childbirth, genetic engineering, transplant surgery and death), that decisions on health are invariably taken from a foundation of scientific legitimation which seems to exclude the patient as subject. It is argued that this way of making decisions reinforces the requirement for a scientific medical model which as it negates the human element insidiously amplifies its power over human life; thereby devaluing the very people it seeks to serve. The thesis suggests that in terms of a humanist reading of the Oath of Hippocrates, medical decisions can only be taken within a framework of experiential involvement which includes both medical expertise and lay understanding. It is indicated that when this happens, social reality functions in terms of a symbolic participation which fosters a commitment to equalise the conditions of human existence, and promotes a dialogical negotiatory process which is both intersubjectively and ongoingly produced.
- Full Text:
- Date Issued: 1992
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