Images, forms and presence outside and beyond the pink ghetto.
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SMITH, R. 2014. Images, forms and presence outside and beyond the pink ghetto. Gender in management: an international journal [online], 29(8), pages 466-486. Available from: http://dx.doi.org/10.1108/GM-02-2014-0012
The purpose of this study is to consider entrepreneurial imagery that sheds light on differing and emerging patterns of female entrepreneurial identity which illustrate shifts in the locus of power that challenge masculine hegemony and power structures. As a concept, power has an image component, and shifts in power are often conveyed by subtle changes in the cultural semiotic. Globally, images of female-entrepreneurship are socially constructed using stereotypes which are often pejorative. The semiotics of gendered identity as a complex issue is difficult to measure, assess and understand. Gender has its own semiotic codes, and, universally, images of female-entrepreneurship are socially constructed using pejorative stereotypes. Entrepreneurial imagery can shed light on differing and emerging patterns of female-entrepreneurial identity illustrating shifts in the locus of power that challenge masculine hegemony and power structures. Artefacts, images and semiotics construct alternative gendered social constructs of the entrepreneur to the heroic alpha-male. The imagery associated with the female-entrepreneur is either said to be invisible, or associated with 'Pinkness' and the 'Pink Ghetto'. Therefore, images, forms and presence associated with gendered entrepreneurial identities have been explored.