The authors analyse the discourse of Green Ways (GW), a company using multi-level marketing where women comprise the majority of distributors. The article shows that however multi-level marketing is advertised as a highly flexible form of employment suitable for those who want to combine family life with work, it is rather a way of marketing than an employment opportunity. A significant role in this business is played by women on parental leave who earn self-esteem based in the neoliberal values of self-reliance and entrepreneurial success, rather than FINANCIAL income. The analysis links their ways of describing the character and benefits of selling GW products with the ideology presented in GW manuals for distributors. Using Bourdieu’s theory, the authors point out how GW constructs the symbolic oppositional binary in line with the neoliberal notion of an efficient individual., Irena Lištiaková, Lucie Jarkovská., and Obsahuje seznam literatury
This article argues that, despite Poland’s better situation during the economic crisis, the long-lasting rationalisation of permanent austerity overshadows and hinders any alternative solutions in the field of social policies. In this sense, the crisis that hurt the economies of many other countries represented a reference frame for adhering to the path of austerity policies in Poland. The neoliberal track in social and economic policies was accompanied by the strengthening of their conservative pillar: any slight improvements in family policies took a maternalist direction, with a well-paid maternity leave prolonged to one year without the same individual rights being granted to fathers. Finally, the crisis served as a background for the Catholic Church’s attack on the category of “gender”, an example of moral panic. The policy changes as well as the stronger anti-feminism in public discourse were in line with the institutional and ideological legacies of the period of transition, while the crisis served as a direct and indirect reference point for the actors behind these developments., Dorota Szelewa., and Obsahuje seznam literatury