Mechanisms of Identity Construction among Members of Pyramid Schemes in Iran: A Critical Ethnography

Q3 Social Sciences Qualitative Sociology Review Pub Date : 2021-10-31 DOI:10.18778/1733-8077.17.4.06
Saeed Keshavarzi, A. Ruhani, Soheyla Hajiheidari
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Abstract

Whereas the emergence of pyramid schemes exerted considerable impacts on people’s lives, up to now, far too little attention has been paid to the experiences of members from the sociological perspective, particularly in non-Western contexts. Therefore, this study illuminates social processes underlying participation in such schemes in a less studied social setting, Iran. This article also critically traces the social and psychological consequences of membership in pyramid schemes. We adapted a critical ethnographic approach, including participant observation of local branch offices, followed by 16 in-depth interviews with the former members of schemes. Our findings suggest that the practices deployed by the schemes lead to the building of social identity, namely, “superhuman,” mainly based on the misinterpretation of the real world. Finding the reality surrounded deliberately contrasted with the firms’ promises, the constructed identity fails, and members lose their social capital.
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伊朗金字塔传销成员的身份建构机制:一个批判的民族志
虽然传销的出现对人们的生活产生了相当大的影响,但到目前为止,从社会学的角度,特别是在非西方背景下,对传销成员的经历的关注太少。因此,本研究阐明了在研究较少的社会环境中参与此类计划的社会过程,伊朗。本文还批判性地追溯了金字塔计划成员的社会和心理后果。我们采用了一种关键的人种学方法,包括对当地分支机构的参与性观察,随后与前计划成员进行了16次深入访谈。我们的研究结果表明,这些计划的实践导致了社会身份的建立,即“超人”,主要基于对现实世界的误解。发现周围的现实故意与公司的承诺形成对比,构建的身份失败,成员失去了他们的社会资本。
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来源期刊
Qualitative Sociology Review
Qualitative Sociology Review Social Sciences-Social Sciences (all)
CiteScore
0.80
自引率
0.00%
发文量
40
审稿时长
12 weeks
期刊介绍: For a long time, we have observed an increased interest in qualitative sociology, and the use of an interpretive frame to understand human actions, social processes, meanings and definitions, and new social theory generally. In order to enable a free flow of information and to integrate the community of qualitative sociologists, we have decided to create an open-access, international scientific journal. Qualitative Sociology Review publishes empirical, theoretical and methodological articles applicable to all fields and specializations within sociology.
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