engleski

Representations of Entrepreneurship: Entrepreneurial Masculinity and Femininity

The aim of the article is to examine the structure of representations of entrepreneurs in media, scientific and literary discourses that are predominantly based on the masculine form of entrepreneurship. The research question is: How is the meaning of entrepreneurs and entrepreneurship created, and how is it transmitted across different historical periods? The article relies on an interpretative approach (paradigm) for entrepreneurship, which is a reflection of the view that entrepreneurs can be better understood in their social milieu. The ontological position determines entrepreneurship through interpretations and is constructed through the social interactions of people. The epistemological position is determined by the knowledge of entrepreneurship whose representations are found in narratives, discourses and textual data. Previous research on entrepreneurial representations is most often focused on social representations of entrepreneurs in print media (daily newspapers and magazines intended for general and professional, business audiences). In addition to the analysis of discourse in the print media, part of the research is focused on the analysis of the scientific discourse on entrepreneurs and entrepreneurship and the political discourse on entrepreneurship. Fictional storytelling (literature, film, television series) is also one way of representing entrepreneurship and entrepreneurs. The article provides an overview of current scientific and media representations and analyzes the literary representation of entrepreneurial masculinity and femininity in Krleža's trilogy on Glembaj family. Using the discourse analysis method, dominant and “hidden” discourses are revealed. The dominant discourse is related to the construction of entrepreneurship as a masculine phenomenon and a predominantly stereotypical portrayal of female characters, but there is a clear departure from such an approach by portraying seemingly passive and enterprising women, indicating the existence of a "long shadow" of separating spheres, small shifts from stereotypes and the need for using new methods and approaches in entrepreneurship research as a challenge to existing dominant discourse.

entrepreneurship, masculinity, femininity, discourse analysis

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