Sağlık ve varlık arayışında iş-yaşam sınırının bulanıklaşması: Türkiye'de ağ pazarlama örneği

This thesis focuses on a qualitative analysis of a network direct selling organization (DSO) – a form of multilevel marketing which sells its products through a network of distributors. Through a case study of a DSO in Turkey marketing nutritional supplements and weight management products, this thesis explores the labor process, forms of labor control, and formation of distributors' subjectivities. Firstly, by looking at the practices of consuming, advertising, selling and recruiting, it demonstrates that social relations and bodies of the DSO employees are integrated into the capital accumulation process to a very significant extent. Secondly, it investigates how direct sellers reconstitute themselves as neoliberal, autonomous and desiring subjects. Finally, this study scrutinizes self-control and network surveillance mechanisms, which help to keep direct sellers active in the labor process.