engleski

The social representations of women entrepreneurs in the Croatian media

The media has an important role to play in transmitting and transforming entrepreneurial culture because through the representation of female and male entrepreneurs in the media the transformation of social objects (people, context) into symbolic categories (values, beliefs) takes place. In this paper we analyse the content of the media articles of the five most read Internet portals in Croatia (Indeks.hr, 24sata.hr, Jutarnji.hr, Net.hr and Dnevnik.hr) which deal with entrepeneurship topics. A discourse analysis of 945 articles, from 2013 to 2019, has been conducted. This paper explores how media-created content affects the desirability and feasibility of entrepreneurship for women. We identified four main categories of discourses: the normative discourse, the motivational discourse, the accesability discourse and the cultural-cognitive discourse.

Woman entrepeneur, entrepreneurial intention, media discourse, Croatian context

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