The therapeutic narrative in multilevel marketing: An analysis of emotional capitalism from Eva Illouz's proposal

Abstract

This article analyzes the speeches of eight Latin American leaders who are important in multilevel marketing and direct sales companies. For this reason, the theoretical proposal of Eva Illouz was used, who, through the concept of emotional capitalism, talks about the way in which the economy and companies use emotions to sell merchandise and manage the work of employees. Likewise, Illouz explains how the therapeutic narrative constitutes a form of communication in which, through public testimonies and the use of emotions, ideals of wellbeing are sold to legitimize business objectives and values, seeing multilevel companies as an option for individuals to improve their quality of life on an economic, personal and emotional level.