Montazami-lockar möter masterminds i Svenskt Näringslivs entreprenörsporträtt
En kvalitativ fallstudie av entreprenörsporträtt i tidskriften Entreprenör
GenderEntrepreneurshipDiscourseRepresentationStereotypeTextual analysisSemioticsMagazineGenusEntreprenörskapDiskursRepresentationStereotyperTextuell analysSemiotikTidskrift
This study has as its purpose to reveal whether female and male entrepreneurs are offered the same kind of conditions in their role of entrepreneurs in their respective media representation. This is studied by analyzing portrayals in the magazine Entreprenör (Br.E. ?Entrepreneur?). Methodologically the analysis will be making use of textual analysis, semiotics and discourse analysis in order to expose the underlying gender perspective(s) in Entreprenör.The entrepreneur portrayals? texts and visuals will be studied in the light of gender and entrepreneur theory, and more specifically on the basis of theories about representation, discourse and stereotypes.The main conclusion of the study is that female and male entrepreneurs are not offered the same conditions in their roles of entrepreneurs in a medium such as Entreprenör. A major factor behind this result appear to be found in a dominant male stereotypical entrepreneurial discourse.