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    Linguistic choices of entrepreneurs in the context of crowdfunding: does it align with gendered expectations?
    (İstanbul Bilgi Üniversitesi, 2022) Etem, Hatice; Günay, Gonca
    ABSTRACT: Women’s life has always been difficult due to the dominance of men over women. Gender-related biases, stereotypical beliefs, discriminations and prejudices which women face even today, are the outcomes of the superiority of men over women since the early ages. Entrepreneurship is one of the economic and sociological fields that is deeply affected by deep-seated barriers about women. In a male dominated world which is designed by man himself, women are the ones who have to challenge harder in crowdfunding platforms to raise the money they need for their projects. Several studies claim that venture capitalists prefer male entrepreneurs to invest in their projects more often because entrepreneurship has been codded as masculine since the field was designed. That is why, women who decide to be an entrepreneur is tagged as insufficient or less capable. These gender-related prejudices eventually lead female entrepreneurs to adopt more masculine manners. However, such female entrepreneurs experience career backlash as they are assumed to be too assertive or bossy. Such assumptions may also create some problems for male entrepreneurs which means even a male entrepreneur may have the potential to be judged negatively by the investors if he prefers to use more feminine language. So, language style and behavior, not only for female entrepreneurs but also for male entrepreneurs play the most important role in crowdfunding platforms. This study reveals many significant realities about entrepreneurship from the point of ages-long, deep-seated gender-oriented biases and prejudices on femininity and masculinity concepts.