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| Author: | Iyer, R. |
| Title: | Entrepreneurial identities and the problematic of subjectivity in media-mediated discourses |
| Journal: | Discourse & Society
2009 : MAR, VOL. 20:2, p. 241-263 |
| Index terms: | India entrepreneurship gender women languages |
| Freeterms: | media discourse analysis femininity patriarchy |
| Language: | eng |
| Abstract: | The study examines discourses of patriarchy and femininity in representations of Indian women entrepreneurs in the Indian print media. The subtle positioning of Indian women entrepreneurs in language is examined. In the analysis media stance is illustrated as ambivalent and ambiguous with Indian women portrayed as traditional and modern, passive and proactive dependent and independent. The resistive stance of women entrepreneurs provides the oppositional discourse of difference that is termed in the discourses of 'being' and 'becoming' based on Deleuze and Guattari's (1987) notion of 'becoming'. It is concluded that critical reading practice is required to identify stereotypes and tease out discourses illustrating transformative practices. |
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