Negotiating Gendered Subjectivity in the Enterprise Culture: Metaphor and Entrepreneurial Discourses

Abstract

An enterprise culture is one in which ‘certain enterprising qualities — such as self reliance, personal responsibility, boldness and a willingness to take risks in the pursuit of goals — are regarded as human virtues and promoted as such’. Work is not seen as a constraint upon the individual but rather as an opportunity for self‐fulfilment. The pervasiveness of enterprise culture has led to observations that it influences aspects of social life beyond the workplace. However, the kind of self that is imagined in enterprise culture is also a male self, with female entrepreneurship measured against a male norm. In this article, then, we present evidence of metaphor as a strategy for coping with the gendered expectations embodied by life in enterprise culture. We show how metaphor is simultaneously an index of and a resource for understanding gendered subjectivities in enterprise culture.