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Entrepreneurial Identities and the Problematic of Subjectivity in Media Mediated Discources

Iyer, Radha (2009) Entrepreneurial Identities and the Problematic of Subjectivity in Media Mediated Discources. Discourse and Society, 20(2), pp. 241-263.

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Abstract

This paper examines discourses of patriarchy and femininity in representations of Indian women entrepreneurs in the popular Indian print media. Through critical discourse analysis of data consisting of 45 articles, the paper examines the subtle positioning of Indian women entrepreneurs in language that is at once restraining and indicative of empowerment and independence. The analysis illustrates media stance as ambivalent and ambiguous with Indian women portrayed as traditional and modern, passive and proactive, dependent and independent. The resistive stance by women entrepreneurs provide the oppositional discourse of difference termed the discourses of 'being' and 'becoming' based on Deleuze and Guattari's (1987) notion of 'becoming'. I conclude the paper by accentuating that a critical reading practice is required to identify stereotypes and tease out discourses that illustrate transformative practices.

Impact and interest:

7 citations in Scopus
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4 citations in Web of Science®

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ID Code: 15721
Item Type: Journal Article
Additional Information: The author-version of this article will be available 12 months after publication. For more information, please refer to the journal’s website (see hypertext link) or contact the author.
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Keywords: women entrepreneurs, media governmentality, discourses of femininity, patriarchy and 'becoming'
DOI: 10.1177/0957926508099004
ISSN: 1460-3624
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > LINGUISTICS (200400)
Australian and New Zealand Standard Research Classification > EDUCATION (130000) > OTHER EDUCATION (139900) > Education not elsewhere classified (139999)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > CULTURAL STUDIES (200200)
Divisions: Current > QUT Faculties and Divisions > Faculty of Education
Past > Schools > School of Cultural & Language Studies in Education
Copyright Owner: Copyright 2008 SAGE Publications
Copyright Statement: The final, definitive version of this article has been published in the Journal, Discourse and Society, © <SAGE Publications Ltd by SAGE Publications Ltd at the <Discourse and Society> page: http://das.sagepub.com/
Deposited On: 26 Nov 2008
Last Modified: 29 Feb 2012 23:58

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