We Move Up Levels Together: Dignity, Transformative Marketing, and the Repurposing of Racial Capitalism
DOI :
https://doi.org/10.18357/anthropologica65220232620Mots-clés :
Capitalisme racial, classe, racialisation, Andes, autochtonie, marketing à plusieurs niveauxRésumé
Les Autochtones boliviens, en particulier les femmes, gravissent les échelons des sociétés mondiales de marketing à plusieurs niveaux (MLM) telles que Herbalife, Omnilife et Hinode, cherchant à rejoindre la classe moyenne autochtone bolivienne prétendument en plein essor. Par le biais des MLM, les distributeurs autochtones de vente directe aspirent à une vie digne, matérialisée par de meilleures maisons, des vêtements élégants, des voyages internationaux et le respect qu’ils reçoivent lors des évènements de recrutement. Dans leurs discours de recrutement et de vente aux acheteurs potentiels et aux vendeurs en aval, les distributeurs autochtones mettent en scène des témoignages de leur réussite qui critiquent explicitement les voies existantes de la mobilité de classe et leur racialisation, et ce de deux manières. Tout d’abord, ces témoignages contrecarrent le scepticisme auquel sont confrontées les sociétés de marketing à plusieurs niveaux en citant une litanie de fausses promesses offertes par l’enseignement supérieur, l’emploi salarié et les emplois du secteur public – des domaines longtemps considérés comme les tremplins de la mobilité raciale et de classe en Bolivie. En outre, ils expriment leurs frustrations face aux hiérarchies de statut et aux barrières organisationnelles perçues parmi les commerçants autochtones, soulignant leur propre sentiment de marginalisation par rapport aux relations et aux protections qui ont permis la réussite financière d’autres entrepreneurs autochtones. En second, tout en tenant compte de ces critiques, les distributeurs réaffectent la racialisation à leurs propres fins de recrutement. Alors que les distributeurs de marketing à plusieurs niveaux poursuivent leur vision de la bonne vie, les témoignages que les recruteurs autochtones de marketing à plusieurs niveaux élaborent pour permettre leur ascension exposent les limites du capitalisme racial, s’appuient sur elles et les retravaillent. Finalement, leurs critiques révèlent comment le cloisonnement racial qui permet l’extraction capitaliste opère à travers le travail de la vente directe.
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