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Tracing networked images of gendered entrepreneurship online

Author

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  • Katrina Pritchard
  • Helen C. Williams
  • Maggie C. Miller

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.

Suggested Citation

  • Katrina Pritchard & Helen C. Williams & Maggie C. Miller, 2022. "Tracing networked images of gendered entrepreneurship online," Gender, Work and Organization, Wiley Blackwell, vol. 29(6), pages 1779-1795, November.
    • Handle: RePEc:bla:gender:v:29:y:2022:i:6:p:1779-1795
    DOI: 10.1111/gwao.12877
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    References listed on IDEAS

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    1. Yvonne Benschop & Patricia Lewis & Ruth Simpson & Elaine Swan, 2017. "Postfeminist Stylistics, Work Femininities and Coaching: a Multimodal Study of a Website," Gender, Work and Organization, Wiley Blackwell, vol. 24(3), pages 274-296, May.
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    6. Sharon Mavin & Carole Elliott & Valerie Stead & Jannine Williams, 2019. "Economies of visibility as a moderator of feminism: ‘Never mind Brexit. Who won Legs‐it!’," Gender, Work and Organization, Wiley Blackwell, vol. 26(8), pages 1156-1175, August.
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