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Tracing networked images of gendered entrepreneurship online

Katrina Pritchard Orcid Logo, Helen Williams Orcid Logo, Maggie Miller Orcid Logo

Gender, Work and Organization, Volume: 29, Issue: 6, Pages: 1779 - 1795

Swansea University Authors: Katrina Pritchard Orcid Logo, Helen Williams Orcid Logo, Maggie Miller Orcid Logo

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DOI (Published version): 10.1111/gwao.12877

Abstract

This paper explores the importance of visualization online and the gendering of entrepreneurship in contemporary neoliberal times. We investigate how understandings of entrepreneurship are shaped by online imagery. Applying visual critical methodology, we trace and analyze 248 commercial images. Our...

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Published in: Gender, Work and Organization
ISSN: 0968-6673 1468-0432
Published: Wiley 2022
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa60082
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Abstract: This paper explores the importance of visualization online and the gendering of entrepreneurship in contemporary neoliberal times. We investigate how understandings of entrepreneurship are shaped by online imagery. Applying visual critical methodology, we trace and analyze 248 commercial images. Our analytic work explicates the visual construction of male and female entrepreneurs, leading us to further examine appearance, (in)action, and interaction aesthetics. Through detailed visual analysis, we unpack masculinities and femininities to theorize the resulting gendering of entrepreneurial aesthetics. In doing so, we consider the role of image networks in the reproduction of neoliberal ideals.
Keywords: digital research, entrepreneurship, femininity, masculinity, online research, visual repertoire, visual research
College: Faculty of Humanities and Social Sciences
Issue: 6
Start Page: 1779
End Page: 1795

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