Home is where the work is: women, direct sales, and technologies of gender

This dissertation examines how direct selling organizations compel women to believe that direct selling is, among other things, centered on the needs of women. Drawing upon feminist interdisciplinary methodologies, this dissertation brings together qualitative, archival, and ethnographic materials to analyze direct selling through a technologies of gender framework. I argue that multi-level marketing direct selling companies (like Avon, Tupperware, Mary Kay, etc.) are able to turn belief into profits because they strategically tap into gender ideologies. I show that discursive technologies of gender coalesce with race and class discourses and are put to work by direct selling companies to construct a specific type of direct seller. This dissertation attempts to unpack the complex technologies of gender that direct selling women engage with while constructing their identities as workers and women. I argue that the companies in this study deliberately tap into women's anxieties and desires to blend their perceived gender roles with their need for income. I find that direct selling companies are exceptional at branding their businesses as uniquely suited for women and that this branding hinges upon the construction of a direct sales imaginary. I argue that the direct sales imaginary taps into powerful discourses of race, class, and gender to market the American dream to women who are seeking out a space that is empowering and inclusive. Because the direct selling industry tends to see an increase in profits and recruitment during economic recessions, it is likely that the current economic situation has channeled even more women toward direct sales as a fallback for uncertain economic futures. While some women may be inclined to view direct sales as an attractive employment alternative it is not a realistic means of supporting families during difficult economic times and this study might help some women make more informed decisions. Furthermore, this study brings to light how gender might be used to organize structural relationships between markets, people, and businesses.