Revitalizing Entrepreneurship: How Visual Symbols are Used in Entrepreneurial Performances

To gain and sustain support for novel ventures, entrepreneurs must use symbolic means to signal to resource providers that their venture is feasible and legitimate. Previous research has generally focused on how entrepreneurs use language to symbolically represent their ventures as compatible with more widely established sets of activities. This paper suggests that entrepreneurs' use of visual symbols also plays a direct role in achieving support for a venture. Based upon a visual ethnographic study of three entrepreneurs, this paper demonstrates how entrepreneurs use visual symbols to: present an appropriate scene to stakeholders; create professional identity and emphasize control; and regulate emotions. The types of visual symbols used by the entrepreneurs are: setting, props, dress, and expressiveness. Overall, the results suggest that more experienced entrepreneurs are more effective at using a wider range of visual symbols during interactions.