Research on the Effects of Media on Womens Entrepreneurship

Abstract

The media is a powerful tool for shaping public opinion and can significantly influence women's entrepreneurial decisions. By portraying women entrepreneurs in a positive and egalitarian light, the media can help eliminate the negative effects of gender bias, thereby enhancing society's perception and evaluation of women entrepreneurs. Therefore, examining the impact of modern media on women entrepreneurs in contemporary society is a complex and significant issue. Focusing on the growing importance of this topic, the paper aims to explore the impact of media coverage on the image and status of women entrepreneurs. The impact is identified through questionnaires, in-depth interviews, and media content analysis. It conducts an online questionnaire survey and in-depth interviews with 300 women entrepreneurs and 20 women entrepreneurs from different industries. The results showes that over 65% of the respondents believed that media bias had a negative impact on their entrepreneurial spirit, and almost 70% felt that their businesses did not receive fair coverage. The findings confirm that the medias gendered portrayal of women entrepreneurs affects not only public perceptions of their capabilities and potential but also challenges their confidence and willingness to start their own businesses.