Beyond the hype: a discursive study on the identity projects of early-stage startup entrepreneurs

Abstract

Objective

The objective of this study is to understand how consumers use discourses to create meaning during a transitional stage in their life. The context of the research is the startup scene in Finland, with focus on the discourses of first-time, early-stage startup entrepreneurs. The study aims to identify the common discourses for these budding entrepreneurs with regards to their new role, as well as examine the effects of discourses on the role transition. The research is rooted in Consumer Culture Theory (CCT) with focus on consumer identity projects, addressing role transitions, high-risk consumption and meaning appropriation.

Methodology

The study is qualitative and constructivist by nature. Texts from nine semi-structured, phenomenological long interviews with budding startup entrepreneurs formed the data for the research. Texts were interpreted using discourse analysis, both examining a priori themes derived from previous research and identifying emergent themes.

Key findings

Meaning amongst early-stage startup entrepreneurs was created through harsh comparisons to traditional working life, favoring entrepreneurship over the former. Informants strongly identified with the entrepreneurial label and used excited, romantic and liberated language when describing their new role: themes such as freedom, pursuit of passion and breaking the norm were readily covered. Potential risks or drawbacks of entrepreneurship were downplayed amongst informants, although also used as key pieces of a dramatic narrative of risk and reward.

The study concludes that consumer meanings are built through interpretation of existing discourses regarding context and other cultural discourses prevalent in society. Discourses are exaggerated at times of role transitions, as a means of trying to fit in with one’s new social category. Dramatic narrative is also found to be a key element in one’s consumption practices, with the findings suggesting this be acknowledged as a part of the interpretation process in various consumption frameworks.