Entrepreneurial identity development through digital media
Keywords: 
Media management
Entrepreneurship
Mediatisation
Identity formation
Identity work
Narratives
Issue Date: 
2019
Publisher: 
Informa UK Limited
ISSN: 
1652-2354
Note: 
This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
Citation: 
Horst, S.O. (Sven Ove); Järventie-Theslef, R. (Rita); Pérez-Latre, F.J. (Francisco Javier). "Entrepreneurial identity development through digital media". Journal of Media Business Studies. 17 (2), 2019, 87 - 112
Abstract
The use of digital media enables entrepreneurs to develop their startups in strategic manner. However, how entrepreneurs develop their identity through digital media is currently underexplored. Therefore, our focus is on how entrepreneurs describe and reflect on their communication with their audiences over digital media and, in turn, how that shapes their becoming as entrepreneurs. Our empirical data consists of 29 qualitative interviews and close observations in the start-up incubator neudeli at the Bauhaus-University Weimar. Through our analysis we show how the practice of strategic sparring and the practice of brand co-creation facilitate the development towards three alternative identity types, which are “solution-driven”, “purpose-driven” and “lifestyle-driven” identity. Ultimately, our study highlights how media management can be seen as a practice of self through communication over digital media.

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