Abstract
Following literature that already reframes entrepreneurship as a social change activity, I consider the societal change potential of entrepreneurial narratives in crowdfunding pitches of predominantly female-run ventures. I understand the community-driven phenomenon crowdfunding therefore as a vehicle to transcend and change the predominantly masculine entrepreneurial discourse of innovation and business success. Following an idiographic methodology, I analyse the discourse in crowdfunding video-representations of female-run ventures and explore structure, linguistic usage, visual artefacts and the implied intentions towards social change from a feminist perspective. From the sampling set of 42 crowdfunding campaigns, I use the resulting discursive elements and tropes to identify feminist themes that drive the success of these campaigns through connecting with immanent societal values. With this I contribute to the social change perspective in entrepreneurship research by addressing epistemological issues within prevailing paradigms.
| Original language | English |
|---|---|
| Peer-reviewed scientific journal | ACRN Journal of Finance and Risk Perspectives |
| Volume | 8 |
| Pages (from-to) | 275-296 |
| Number of pages | 22 |
| ISSN | 2305-7394 |
| DOIs | |
| Publication status | Published - 2019 |
| MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management
- Crowdfunding
- Discourse analysis
- Entrepreneurship
- Feminism
- Social change
