Media management Entrepreneurship Mediatisation Identity formation Identity work Narratives
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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
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