“Bloody Wonder Woman!”: Identity performances of elite women entrepreneurs on Instagram
研究澳大利亚精英女性企业家如何在Instagram上通过交叉性理论表演理想化的女性身份，揭示数字空间中女性经济赋权的浪漫化可能掩盖系统性压迫。
Critical scholarship has challenged traditional assumptions of entrepreneurship as a ‘neutral’ economic activity, demonstrating instead how entrepreneurship is a cultural phenomenon. In particular, enterprise culture has been exposed as fundamentally masculinist, so that women entrepreneurs are said to be measured against gendered values and ideals. What remains relatively unexplored, however, are the ways the identity performances of women entrepreneurs on social media reflect and reproduce inequalities that extend beyond gender. In this article, we examine how highly privileged Australian women entrepreneurs perform their identities on Instagram. In applying intersectionality theory, our study finds that the entrepreneurs produced idealised feminine identities by leveraging the intersections of white, elite-class, heteronormative, able-bodied power within a broader neoliberal discourse. In doing so, our analysis points to how romanticised ideals of women’s economic empowerment in digital spaces may obscure the perpetuation of systemic and structural oppression.