Stereotypes and Women Entrepreneurs

Stereotypes of entrepreneurship in North America and Europe are highly gendered with women dramatically under-represented in stories of entrepreneurship. Research shows gendered and culturally specific assumptions about leadership present barriers to women in the same way expressions such as ‘female lawyer,’ ‘female president’ and ‘female doctor’ are examples of language constructions that suggest that the norm is a male. Not only does this affect the aspirations of women and their choice of entrepreneurship as a pathway but it also shapes the ways in which they are treated when they apply for financing, compete in competitions or seek other forms of support. It also can shape their behavior and discourage them from seeking support they need.

Led by the Asper School of Business at the University of Manitoba and the Diversity Institute, the Women Entrepreneurship Hub will examine how men and women entrepreneurs are depicted in the media, providing a deep dive into the language and narratives surrounding entrepreneurship in Canada’s media over the last five years.

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