Entrepreneurship and mass media : audiences' perceptions of entrepreneurship stories in mass media

Klyver, Kim and Hindle, Kevin 2007, Entrepreneurship and mass media : audiences' perceptions of entrepreneurship stories in mass media, in AGSE 2007 : Regional frontiers of entrepreneurship research 2007 : Proceedings of the 4th Regional Frontiers of Entrepreneurship Research conference, 2007, AGSE, [Brisbane, Qld.], pp. 1083-1095.

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Title Entrepreneurship and mass media : audiences' perceptions of entrepreneurship stories in mass media
Author(s) Klyver, Kim
Hindle, Kevin
Conference name Regional Frontiers of Entrepreneurship Research. Conference (4th : 2007 : Brisbane, Queensland)
Conference location Brisbane, Queensland
Conference dates 6-9 Feb. 2007
Title of proceedings AGSE 2007 : Regional frontiers of entrepreneurship research 2007 : Proceedings of the 4th Regional Frontiers of Entrepreneurship Research conference, 2007
Editor(s) [Unknown]
Publication date 2007
Conference series Australian Graduate School of Entrepreneurship International Entrepreneurship Research Exchange Conference
Start page 1083
End page 1095
Publisher AGSE
Place of publication [Brisbane, Qld.]
Summary Using a set ofvariables measured in the Danish population survey related to the international Global Entrepreneurship Monitor project (GEM), this study explored what influences how people perceive stories about entrepreneurship in mass media. It was found that demographics influence how people perceived entrepreneurship stores, whereas social stratifications had no influence. Further on, the findings revealed a reinforcing effect from entrepreneurship stories in mass media. People already engaged in entrepreneurship perceived media stories differently from people not engaged, and people’s existing values were also reinforced. Together, these findings provide some crucial implications for policy initiatives trying to promote entrepreneurship. First, such initiatives need to consider who the actual targets are as different people decode and perceive the same messages differently. Second, such initiatives have to be longitudinal and long termed in order to function through more influential agencies like family, peer group, school, occupational group and so forth, and not only through the mass media as secondary socialisation.
Language eng
Field of Research 150304 Entrepreneurship
Socio Economic Objective 910499 Management and Productivity not elsewhere classified
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2007, AGSE
Persistent URL http://hdl.handle.net/10536/DRO/DU:30029657

Document type: Conference Paper
Collection: School of Management and Marketing
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