Re-storying and visualizing the changing entrepreneurial identities of Bill Gates and Richard Branson.
Boje, David; Smith, Robert
The storytelling in textual and visual reconstructions of Bill Gates and Richard Branson by their organizations produces entrepreneurial identities bound into particular social power“knowledge relations. Our purpose is to examine how these organizations, and their critics, mobilize storytelling in acts of restorying (enlivening) or renarrating (branding a monologic) practices using Internet technologies to invite viewers to frame the world of entrepreneurship. We use visual discourse and storytelling methods to analyze how Microsoft and Virgin Group use various kinds of entrepreneurial images and textual narratives to renarrate and produce particular brands of capitalism. These organizations scoptic regimes of representation are contested in countervisualizing and counterstory practices of external stakeholders. We suggest that the image and textual practices of storytelling have changed as both entrepreneurs court philanthropic and social entrepreneur identity markers. Our contribution to entrepreneurial identity is to apply double and multiple narrations, the appropriation of anothers narrative words (or images) into anothers narrative, and relate such storytelling moves to visuality.
|Journal Article Type||Article|
|Publication Date||Dec 31, 2010|
|Journal||Culture and organization|
|Publisher||Taylor & Francis|
|Peer Reviewed||Peer Reviewed|
|Institution Citation||BOJE, D. and SMITH, R. 2010. Re-storying and visualizing the changing entrepreneurial identities of Bill Gates and Richard Branson. Culture and organization [online], 16(4), pages 307-331. Available from: https://doi.org/10.1080/14759551003769250|
|Keywords||Narrative; Organisational storytelling; Restorying; Entrepreneurship; Entrepreneurial identity; Social entrepreneurship|
BOJE 2010 Re-storying and visualizing