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This study seeks to contribute to the knowledge of stigmatization, audience behavior, and dirty work. Furthermore, few studies have examined how groups frame multilevel marketing (MLM) participation as deviant. We will observe and define how an online community stigmatizes MLMs and participants. Utilizing a qualitative content analysis of a subreddit that opposes MLMs, we consider the top-rated posts’ type, content, and titles in the 12 months preceding data collection. We established several themes during analysis; posted content included humor, criticism, and MLM-related content. We also found contextual descriptions, criticism, humor, positive sanctions, and content emphasis among post titles. Together posts frame MLM participants and participants’ behavior as problematic. We also examine how subreddit community members stigmatize MLMs and participants while reinforcing the community’s ideological boundaries. Finally, we discuss how community members frame this liminal occupation as dirty, morally tainted work within an online space.

A Content Analysis of the Stigma of Multilevel Marketing Participants on Reddit