News and Nuances of the Entrepreneurial Myth and Metaphor : Linguistic Games in Entrepreneurial Sense-Making and Sense-Giving

The shifts and changes in the metaphoric portrayal of entrepreneurship are examined by applying the principles of textual analysis to newspaper reports of the entrepreneurial life-world. Studying the years 1989 and 2000, a comparative analysis of major British newspapers is conducted to show how popular perceptions of entrepreneurs, as portrayed by the news media, change over time. Newspaper reports are compiled by nonentrepreneurs. Even when including direct quotations from practicing entrepreneurs, the context, emphasis, and interpretation are those of the reporter and microculture of the newspapers. Newspapers are a physical manifestation of the prevailing culture within society, and both are influenced by, and influence the phenomena they report.They are a mechanismfor developing, sharing, and communicating common perceptions of structuration, regulation, and standardization. Using content analysis methodology, it is demonstrated how quantitative data can be employed while maintaining a broadly social constructionist position. Metaphors embody shared meanings that help with both communication and socialization into a common frame of reference. Entrepreneurs are classified using myth and metaphor to define and refine their social world. Findings indicate, for example, that male entrepreneurs are portrayed as wolfish charmers, supernatural gurus, successful rockets, or community saviors or corruptors.(TNM)