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Abstract

The purpose of this article is to question the foundations and structure of entrepreneurs' social representation in the French press. Social representations are the result of a perceptive and cognitive construction of reality, which transforms social objects (people, contexts, situations) into symbolic categories (values, beliefs, ideologies), therefore providing a collective significant system for the regulation of cognitions and actions (Ljunggren and Alsos, 2001).Within the consensual reality through which the social world is created and experienced, the press can be emphasized as an entrepreneurial `Greek chorus' (Kets deVries, 2000) playing a key role in the diffusion and transformation of entrepreneurial culture at the local and national levels.We conducted a discourse analysis of 962 articles, from 2001 to 2005, in order to study the press's potential impact on entrepreneurial desirability and feasibility beliefs.We identified three main categories of discourses — the legitimacy discourse, the normativity discourse, and the accessibility discourse, which may impact readers' desirability and feasibility beliefs. This is the first attempt to assess the role of the public discourse in fuelling entrepreneurial intentions in the French context.

La représentation sociale des entrepreneurs dans la presse française Modèles souhaitables et réalistes ? Miruna Radu et Renaud Redien-Collot Advancia et Negocia, Chambre de Commerce et d'Industrie de Paris, France Le but que se propose le présent article est de s'interroger sur les fondements et la structure de la représentation sociale des entrepreneurs dans la presse française. Les représentations sociales sont le fruit d'une construction perceptive et cognitive de la réalité, qui transforme les objets sociaux (personnes, contextes, situation) en des catégories symboliques (valeurs, croyances, idéologies), donnant ainsi lieu à un système collectif révélateur permettant la régulation des cognitions et actions (Ljunggren et Alsos, 2001). Dans le cadre de la réalité consensuelle, à travers laquelle se crée et se déroule le monde social, la presse peut apparaître comme un « chœur grec » (Kets de Vries, 2000) de l'esprit entrepreneurial, jouant un rôle clé dans la diffusion et la transformation de la culture entrepreneuriale au niveau aussi bien local que national. Nous avons analysé le discours de 962 articles, entre 2001 et 2005, en vue d'étudier l'éventuel impact que peut avoir la presse sur les croyances dans la convenance et la faisabilité entrepreneuriales. Nous avons identifié trois catégories principales de discours : le discours de légitimité, le discours de normativité et le discours d'accessibilité, susceptibles d'influencer les croyances dans la convenance et la faisabilité. Il s'agit là de la première tentative d'évaluation du rôle que joue le discours public dans son encouragement à soutenir les intentions entrepreneuriales au sein du contexte français.

La representación social de los emprendedores en la prensa francesa ¿Modelos convenientes y factibles? Miruna Radu y Renaud Redien-Collot Advancia — Negocia, Cámara de Comercio e Industrias de París, Francia El objetivo de este artículo es cuestionar los fundamentos y estructura de la representación social de los emprendedores en la prensa francesa. Las representaciones sociales son el resultado de una construcción perceptiva y cognitiva de la realidad que transforma los objetos sociales (gente, contextos, situaciones) en categorías simbólicas (valores, creencias, ideologías) y, por consiguiente, proporciona un importante sistema colectivo para la regulación de las cogniciones y acciones (Ljunggren y Alsos, 2001). Dentro de la realidad consensual a través de la cual el mundo social es creado y experimentado, la prensa puede destacarse como un `coro griego' del espíritu empresarial (Kets de Vries, 2000) jugando un papel decisivo en la difusión y transformación de la cultura empresarial a nivel local y nacional. Llevamos a cabo un análisis del discurso de 962 artículos, desde 2001 hasta 2005, para estudiar el impacto potencial de la prensa sobre las creencias de la conveniencia y factibilidad del emprendedurismo. Identificamos tres categorías principales de discursos: el discurso de legitimidad, el discurso de normativa y el discurso de accesibilidad, que pueden impactar sobre las creencias de conveniencia y factibilidad que tienen los lectores. Éste es el primer intento de evaluar el papel del discurso público en estimular las intenciones empresariales en el contexto francés,

Die gesellschaftliche Repräsentation des Unternehmers in der französischen Presse Wünschenswerte und durchführbare Modelle? Miruna Radu und Renaud Redien-Collot Advancia — Negocia, Industrie- und Handelskammer Paris, Frankreich Ziel dieses Artikels ist die Hinterfragung der Grundprinzipien und der Struktur der gesellschaftlichen Repräsentation von Unternehmern in der französischen Presse. Gesellschaftliche Repräsentationen sind die Folge einer tief blickenden und kognitiven Auslegung der Realität, die soziale Objekte (Menschen, Zusammenhänge, Situationen) in symbolische Kategorien (Werte,Ansichten, Ideologien) einordnen, und damit ein bedeutendes, kollektives System für die Bestimmung von Ansichten und Handlungen schaffen (Ljunggren und Alsos, 2001). Innerhalb der auf gegenseitiger Zustimmung beruhenden Realität, durch die diese Gesellschaft geschaffen und erlebt wird, kann die Presse als ein unternehmerischer „Griechischer Chor” (Kets de Vries, 2000) beschrieben werden, der eine zentrale Rolle in der Streuung und Umgestaltung der unternehmerischen Kultur auf regionaler und nationaler Ebene spielt. Wir haben 962 Artikel zwischen 2001 und 2005 analysiert, um den potenziellen Einfluss der Presse auf unternehmerische Ansichten über Wünsche und Realisierbarkeit zu untersuchen. Wir identifizierten drei Diskurskategorien — den Legitimationsdiskurs, den Normativitätsdiskurs und den Diskurs zur Barrierefreiheit, die eine Auswirkung auf die Ansichten der Leser über Wünsche und Realisierbarkeit haben können. Dies ist der erste Versuch einer Untersuchung, auf welche Weise der öffentliche Diskurs in Frankreich unternehmerische Absichten beeinflusst.

Keywords

discourse entrepreneurship press social representation

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The Social Representation of Entrepreneurs in the French Press

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