Social Representations of Women Entrepreneurs in Lithuanian Internet Media

Abstract

This study examines how Lithuanian internet media construct social representations of women entrepreneurs and whether these representations reinforce or challenge gendered entrepreneurial norms. Guided by Social Representations Theory, the research analyses 24 media texts published between 2019 and 2024, including online news, business publications, and social media, using qualitative content analysis and critical discourse analysis. The findings reveal ambivalent portrayals: women’s competence is recognized, but entrepreneurial success is frequently framed through exceptional, individualized, or stereotypical narratives rather than as a normal economic activity. Leadership is presented as relational, while work–life balance remains a gendered expectation. The study is limited by its qualitative design and relatively small sample of media texts from Lithuania. The findings suggest that media discourse simultaneously increases women’s visibility while reinforcing traditional gender norms that constrain entrepreneurial legitimacy.