Major
English
Anticipated Graduation Year
4
Access Type
Open Access
Abstract
How do women entrepreneurs use social media? Women face unique challenges in the workplace in balancing career and family. Literature shows that women do not fit the traditional mold of entrepreneurship (McAdam 2012). However, the research identified three dominant discourses that shape women's entrepreneurship through media communications: community building, gendered space-making, and authentic communication. Across all the data, women were rarely discussed in the context of business but rather in the context of their gender identity.
Faculty Mentors & Instructors
Dr. Jenna Drenten, Associtate Professor Marketing; April Lane Schuster, Senior Lecturer of Entrepreneurship
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
WOMEN IN ENTREPRENUERSHIP: A SOCIAL MEDIA CONTENT AND DISCOURSE ANALYSIS
How do women entrepreneurs use social media? Women face unique challenges in the workplace in balancing career and family. Literature shows that women do not fit the traditional mold of entrepreneurship (McAdam 2012). However, the research identified three dominant discourses that shape women's entrepreneurship through media communications: community building, gendered space-making, and authentic communication. Across all the data, women were rarely discussed in the context of business but rather in the context of their gender identity.