Entrepreneurial Support for Women in France: The Fallacious Dimension of a Promise Made
2014
Entrepreneurial support structures for women in France deploy a promise (Fairclough, 1992) which ostensibly promotes female entrepreneurship. By calling on a set of institutional arrangements, these structures actually succeed in restricting women’s emancipation in relation to entrepreneurship. In this study, we focus on deconstructing the discursive and cognitive dimensions of this promise. We used a content analysis approach to explore the 25 major French support structures specialized in this area. We found that the promise articulates two positive rhetorics, that of persuasion and commitment which apparently encourage women’s self-accomplishment and self-commitment as future entrepreneurs. However, the promise also articulates a set of three negative rhetorics which impact the perception of entrepreneurial transformation. The promise silences entrepreneurial desirability, eliminates entrepreneurial context as a backdrop for self-transformation. It also creates a distortion between the entrepreneurial ...
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