Edited by Helle Neergaard and Claire Leitch
Chapter 5: Con‘text’ualizing images of enterprise: an examination of ‘visual metaphors’ used to represent entrepreneurship in textbooks
It is widely accepted that despite a considerable research effort no generic definition of entrepreneurship exists. This was ably articulated by Bill Gartner over 20 years ago (see Gartner 1988). Indeed, Gartner further argues that there is a problem with obtaining conceptual clarity (Gartner 1989). This led him to argue that it is especially important in entrepreneurship that we examine and articulate our logic of discovery, and most especially, the ‘assumptions we make about this phenomenon’ (Gartner 2001: 27). Given that it is so difficult to define the phenomenon, how easy is it to visualize it? The famous phrase ‘You will know it when you see it’ springs to mind. In this chapter, we will therefore concern ourselves with contextualizing what entrepreneurship looks like. In researching the visual (as advocated by Emmison and Smith 2002), this chapter explores the linkages between images, imagination and imagining the complex social phenomenon that is entrepreneurship. In particular, the chapter concentrates on visual images associated with entrepreneurship in its myriad forms and delves into the messy world of semiotics and visual metaphors. To illustrate this methodological approach, I carry out a worked example, using images from entrepreneurship textbooks, and consolidate this via learning exercises. This approach is important because for many of us, especially undergraduates and postgraduate students, entrepreneurship is a social context we first encounter in textbooks.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.