Esquema piramidal un modelo distópico: análisis del discurso de representaciones sociales a través de Facebook.

Abstract

ABSTRACT The research shows a deep analysis of the communication strategies and identifies the discourse of social representations used by the leaders of pyramid scheme companies to recruit members and commit various crimes that leave the associates immersed in a dystopian world. The research proposes a detailed analysis of the leaders, the process of recruiting members and the power of social networks. With the rise of digital platforms also increased the risks of being victims of scams or other computer crimes that affect people who are attracted by tempting offers end up trusting in this type of illicit business which are not regulated in the virtual world. Pyramid scheme companies advertise through social networks with the sole purpose of committing various crimes and harming participants economically and psychologically. By means of a descriptive qualitative approach, the analytical-synthetic methods were combined, using techniques such as direct observation and the study of three real cases of pyramid companies that occurred chronologically at macro, meso and micro levels. The study was carried out by means of observation cards to analyze at the macro level the company “UNO” dating from 1920 in the United States; at the meso level, the company “DOS” created in 2017 in Ecuador; finally, at the micro level the company “TRES” founded in 2020 in the city of Ambato. As a result, the power of social networks to cause irreparable damage is confirmed, but it is also determined that they are currently used to dismantle criminal organizations that seek to exercise ideological control and violate the rights of affiliates.