Journal article 1424 views 492 downloads
Aesthetic labouring and the female entrepreneur: ‘Entrepreneurship that wouldn’t chip your nails’
,
Kate Mackenzie Davey,
Helen Cooper
International Small Business Journal: Researching Entrepreneurship, Volume: 37, Issue: 4, Pages: 343 - 364
Swansea University Author:
Katrina Pritchard
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DOI (Published version): 10.1177/0266242618823408
Abstract
Recognising significant interrelations between neoliberal and postfeminist discourses, we advance understandings of constructions of female entrepreneurs by unpacking their visual representation and exploring the role of aesthetic labour. Given the impact of contemporary media, we focus on key image...
| Published in: | International Small Business Journal: Researching Entrepreneurship |
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| ISSN: | 0266-2426 1741-2870 |
| Published: |
2019
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa47919 |
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| Abstract: |
Recognising significant interrelations between neoliberal and postfeminist discourses, we advance understandings of constructions of female entrepreneurs by unpacking their visual representation and exploring the role of aesthetic labour. Given the impact of contemporary media, we focus on key images integral to the marketing of Mattel’s Entrepreneur Barbie as a postfeminist ‘cultural motif’ (Duffy et al., 2017: 262) and investigate how these representations of female entrepreneurship are consumed. First, we highlight the practical demands and emotional risks of the aesthetic labour required to achieve such postfeminist glamour. Second, links between conventional femininity and entrepreneurial success are both celebrated and challenged, highlighting perceived limits to achievement. Finally, we unpack understandings of the relations between entrepreneurialism and aesthetic labour to move beyond assumptions of the instrumental power of the makeover. Our findings thus, enrich understandings of the consumption of postfeminist images of entrepreneurs. |
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| Keywords: |
Postfeminism; aesthetic labour; visual research, gender |
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
4 |
| Start Page: |
343 |
| End Page: |
364 |