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Research article - Peer-reviewed, 2020

A new male entrepreneur? Media representation of male entrepreneurs before and after #metoo

Jernberg, Frida; Lindbäck, Anna; Roos, Annie

Abstract

Purpose
The purpose of this study is to investigate whether the representation of male entrepreneurs in the media has changed in the after-effects of the #metoo movement.


Design/methodology/approach
The authors perform a discourse analysis and visual analysis of how male entrepreneurs in the Swedish business magazine Affärsvärlden are represented. A centre-margin analysis is laid out, focusing on who and what constitutes (or endeavours to constitute) the legitimate male entrepreneur.


Findings
The results of the analysis show that male entrepreneurs are represented with different discursive success factors. These success factors are linked to a driven personality, a high-status leisure activity, a supportive but invisible family, a focus on financial measures and a global outlook. Marginally, there has been a change towards more humbleness, and a shift from financial growth to turnover, in the representation of entrepreneurial masculinities after the #metoo movement.


Research limitations/implications
To bring about a more equal norm regarding male entrepreneurial identity, more space and attention must be given in the media to the subordinate masculinities of entrepreneurs.


Originality/value
Previous gender research on entrepreneurship has, to a large extent, focussed on female entrepreneurs and research focussed on male entrepreneurs is conspicuous in its absence. However, the male entrepreneur, just like the female entrepreneur, needs to relate to, be compared with and adapt to a norm of how the ideal entrepreneur should be. Therefore, it is important to establish and illuminate who the male entrepreneur is assumed to be, to better understand and question that role.

Published in

Gender in Management: An International Journal
2020, volume: 35, number: 2, pages: 211-224

Authors' information

Jernberg, Frida
No organisation
Lindbäck, Anna
No organisation
Roos, Annie
Swedish University of Agricultural Sciences, Department of Economics

Sustainable Development Goals

SDG5 Gender equality

UKÄ Subject classification

Business Administration
Gender Studies

Publication Identifiers

DOI: https://doi.org/10.1108/gm-01-2019-0004

URI (permanent link to this page)

https://res.slu.se/id/publ/107027