1 Department of Management, Aarhus School of Business, Aarhus BSS, Aarhus University2 Department of Management, Aarhus BSS, Aarhus University3 unknown4 Department of Management, Aarhus BSS, Aarhus University
This paper elucidates how images of women's entrepreneurship presented by the media may be decoded and interpreted. The aim of the contribution is to enhance our understanding of how women interpret their opportunities and possibilities as entrepreneurs using foucs groups to analyze how images of female entrepreneurs are visually constructed and represented in TV-documentaries.
Managing Complexity and Change in Smes, 2004
Female entrepreneurs; Semiotic analysis; Focus groups