No Cover Image

Journal article 113 views 6 downloads

Tracing networked images of gendered entrepreneurship online

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

Gender, Work and Organization

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

  • VoR.pdf

    PDF | Version of Record

    © 2022 The Authors. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License

    Download (1.08MB)

Check full text

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...

Full description

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
Tags: Add Tag
No Tags, Be the first to tag this record!
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: School of Management