Entangled expertise: Women’s use of social media in entrepreneurial work

Naudin, Annette and Patel, Karen (2017) Entangled expertise: Women’s use of social media in entrepreneurial work. European Journal of Cultural Studies. ISSN 1367-5494

FINAL EJCS Entangled expertise and reclaiming self-brand May Submission July 2017.pdf - Accepted Version

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Social media platforms are important to self-employed cultural workers as a means of reaching markets and promoting the entrepreneur’s brand identity. But beyond self-branding, how are notions of expertise negotiated by individual cultural entrepreneurs and how does this relate to gender? This article addresses issues of identity and professionalism for women cultural entrepreneurs by focusing on their use of Twitter. Given the well documented gender and ethnic inequalities in cultural industry work, what does women’s use of Twitter tell us about the nature of women's professional identities within neoliberal economies? We argue that online platforms are an important space for self-employed cultural workers and that within this context, ideas of femininity and entrepreneurship are entangled. The article concludes by discussing the value of examining social media spaces as a means of exploring the presentation of women's expertise in a postfeminist era.

Item Type: Article
Identification Number: https://doi.org/10.1177/1367549417743037
18 July 2017Accepted
19 December 2017Published Online
Subjects: CAH24 - media, journalism and communications > CAH24-01 - media, journalism and communications > CAH24-01-05 - media studies
Divisions: Faculty of Arts, Design and Media > Birmingham School of Media
Depositing User: $ Annette Naudin
Date Deposited: 08 Nov 2017 09:48
Last Modified: 20 Mar 2023 16:17
URI: https://www.open-access.bcu.ac.uk/id/eprint/5282

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