Abstract:
The article deals with the theme of entrepreneurship, especially the ethos of the entrepreneurial woman. It aims to analyse the representation of female entrepreneurship and identify the cultural aspects that are manifested in enunciative scenes and the discursive ethos in discursive material disclosed in the Women Entrepreneurs Network. The discursive analysis is based on the proposal of Maingueneau (1997MAINGUENEAU, Dominique. Novas tendências em Análise do Discurso. Trad. Freda Indursky. 3. ed. Campinas: Pontes, 1997., 2008aMAINGUENEAU, Dominique. Cenas da enunciação. Organização de Sírio Possenti e Maria Cecilia Pérez de Souza-E-Silva. São Paulo, SP: Parábola Editorial, 2008a., bMAINGUENEAU, Dominique. Gênese dos discursos. Tradução Sírio Possenti. São Paulo, SP: Parábola, Editorial, 2008b., 2011MAINGUENEAU, Dominique. A propósito do Ethos. In: MOTTA, Ana Raquel; SALGADO, Luciana (Org.). Ethos discursivo. 2. ed. São Paulo: Contexto, 2011. p. 11-32.) and the construction of the corpus is based on content analysis guided by Bardin (2011). As a main result, one can deduce that the effective ethos is linked to the notion of female entrepreneurship through stereotyped scenes, where the woman is still in a peripheral position.
Keywords:
entrepreneurship; ethos; culture; women entrepreneurs; self-images
Fonte: 
Fonte: Elaborada pelas autoras.