Abstract:
Based on the Performative Identity Theory, this study contributes to understand how the identities of women who carry out an economic business activity is shaped. Three cases were analyzed using the Shadowing ethnographic technique and in-depth interviews, analyzed from the Discourse Analysis. It was possible to establish that the identity of women is built from the different discourses and scenarios with which they interact, marked mainly by their social class. These heterogeneous contexts determine identities that move between actions that approach them and keep them away from the collective imagination of the masculinities of the businessman, but which bring them closer to a socially constructed imaginary of an entrepreneurial woman with multiple roles and demands.
Key words:
Entrepreneurial Women; Performative Identity Theory; Identity; Shadowing