مطالعۀ جامعه‌شناختي پيامدهاي عامليت مضاعف و حداكثرسازي سود در شركت‌هاي بازاريابي هرمي، مردم‌نگاري انتقادي

منطق ذاتي سرمايه‌داري، حداكثرسازي سود است. اين منطق زماني كه بدون نظارت كافي و اعمال محدوديت‌هاي دولتي و اخلاقي اعمال شود، پيامدهاي متعددي را در عرصه‌هاي مختلف به‌دنبال دارد. در چند سال اخير حداكثرسازي سود در شركت‌هاي بازاريابي هرمي در ايران با شدت فراواني انجام مي‌شود. به‌ همين ‌دليل، هدف اين پژوهش افشاي مناسبات پنهان و پيامدهاي حداكثرسازي سود در شركت‌هاي بازاريابي هرمي است. در اين‌ زمينه از روش مردم‌نگاري انتقادي پنج‌مرحله‌اي كارسپيكن (1996) استفاده شد. پژوهشگران ابتدا در رويكردي اتيك‌محور به مدت يك ‌سال در شركت‌هاي بازاريابي هرمي مشاهدۀ مشاركتي پنهان داشتند و در طول اين مدت تحليل‌هاي بازساختي اوليه را انجام دادند؛ سپس مصاحبه‌هاي گفتگومحور براساس رويكرد اميك‌محور از اعضاي جداشده از اين شبكه‌ها آغاز شد و تم‌هاي اصلي (شامل لگ‌هاي گلدكوئستي، ليدر هژمون، آسيميلاسيون رفتاري انگيزشي، اپوخۀ تحصيل، اپوخۀ خانواده، آموزش اقتدارگرايانه، حصار كاري، سودزدايي سيستمي و ريزش اعضا) استخراج شدند؛ درنهايت، دوباره با رويكرد اتيك‌محور داده‌هاي گفتگويي به‌طور سيستمي تحليل شدند و رابطۀ بين عامليت و ساختار تحليل شد. نتايج اين مراحل نشان دادند اين شركت‌ها عامليت كنشگران را مضاعف و آنها را به‌طور ذهني به ابرانسان‌هايي تبديل مي‌كنند كه توانايي تغيير جهان را دارند؛ اما اين عاملان مضاعف درنهايت، هنگام رويارويي با ساختارهاي اجتماعي، اقتصادي و فرهنگي شكست مي‌خورند و پيامدها و آسيب‌هاي فروان و متفاوتي را تجربه مي‌كنند.

The world is pace with the processes of globalization. Iran is not apart from this globalizing process and has been involved in many trends, including the phenomenon of pyramid companies (network marketing). This issues a new style of modern business, with its new work in the late of 70s Hijri (or in the early 80s) with companies such as Goldquest and Goldmine in Iran. Their activities created very crucial negative effects to the public, the community and economic body of the country and made a constitutional crisis in the country’s atmosphere. Finally, the discretion of the legal authorities banned their activities in the country. The business, however, is now a few years with a new light in the face by removing the same obstacles in the country with a legal permit. While the country’s current state is worse than the previous decade (80s) in terms of economic difficulties, the sharp recession, the problems of country’s active population and thousands of fundamental problems whose main origins go back to the economy. On the other hand, it is expected that this kind of trade problems and barriers in the past and may be solved to a great extent, but we are witnessing difficulties and obstacles. The high rate of the young population of the country has been mentioned in recent years by the social sciences thinkers. According to the demographic theory of open window of population, Iran is a highly sensitive site in the region as well as inside the country due to its young population, that, if taken in the right direction, it would promote the country and otherwise damage. This high percentages, despite university education, face a demographic inflation of youth by failing to attract the labor market. Based on different studies, they report a high percentage of frustration, depression, and so on. On the other hand, in recent years, we see major changes in the values and attitudes of Iranian youth for different reasons, including the growth and development of communication and technologies. Thus, the characteristics of social context in Iran have different forms of development for boosting networks. The prevalence of globalization and its ideology, the sudden rise of population and unemployment, social networks, and strong local regions (derived from pre modern times) have all contributed to the prevalence of pyramid-based enterprises (network marketing), which have the slogan of acquiring huge fortunes in a short period of time: This study investigates how profit maximization strategies are implemented in pyramid companies and what the consequences of these strategies are.