Visibility of Women Entrepreneurs in The Media and Marketing Rhetoric: A Thematic Research of Digital Entrepreneurship

Fatih Bilici

Makale detayları

Visibility of Women Entrepreneurs in The Media and Marketing Rhetoric: A Thematic Research of Digital Entrepreneurship

Yazarlar:

Fatih Bilici

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Dijital Pazarlama | Girişimcilik

Dergi:

İstanbul Ticaret Üniversitesi Girişimcilik Dergisi Vol.8 Issue 18, pp.131-151

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001359871

pISSN:

2536-4456

Anahtar kelimeler:

Özet:

 This study examines how women entrepreneurs in the e-commerce sector in Turkey are represented in the media, analyzing the current situation with a focus on marketing success. Using qualitative thematic analysis, news content published on various platforms such as Marketing Türkiye, Hürriyet, Dünya Gazetesi, BloombergHT, and Patronlar Dünyası was scanned, and marketing discourses about women entrepreneurs and how the identity of women entrepreneurs is emphasized were coded. The results show that female e-commerce entrepreneurs are generally highlighted in the media for their business and marketing successes and economic contributions, that their female identities are emphasized and presented in the context of gender equality and inspiration, and that they are appreciated for their digital marketing strategies and brand-building skills. In media discourse, women entrepreneurs are represented as leaders contributing to the national economy and as success stories serving as examples for other women. These representations can contribute to breaking down social prejudices by presenting women entrepreneurs in a positive and empowering light. However, the occasional overemphasis on traditional roles or women entrepreneurs carries the risk of presenting womens entrepreneurship as something extraordinary. In conclusion, it is argued that women entrepreneurs in the e-commerce sector in Turkey are generally represented positively in the media regarding success and inspiration. However, it is important to diversify these representations sustainably and present them with a balanced perspective.

 This study examines how women entrepreneurs in the e-commerce sector in Turkey are represented in the media, analyzing the current situation with a focus on marketing success. Using qualitative thematic analysis, news content published on various platforms such as Marketing Türkiye, Hürriyet, Dünya Gazetesi, BloombergHT, and Patronlar Dünyası was scanned, and marketing discourses about women entrepreneurs and how the identity of women entrepreneurs is emphasized were coded. The results show that female e-commerce entrepreneurs are generally highlighted in the media for their business and marketing successes and economic contributions, that their female identities are emphasized and presented in the context of gender equality and inspiration, and that they are appreciated for their digital marketing strategies and brand-building skills. In media discourse, women entrepreneurs are represented as leaders contributing to the national economy and as success stories serving as examples for other women. These representations can contribute to breaking down social prejudices by presenting women entrepreneurs in a positive and empowering light. However, the occasional overemphasis on traditional roles or women entrepreneurs carries the risk of presenting womens entrepreneurship as something extraordinary. In conclusion, it is argued that women entrepreneurs in the e-commerce sector in Turkey are generally represented positively in the media regarding success and inspiration. However, it is important to diversify these representations sustainably and present them with a balanced perspective.

 This study examines how women entrepreneurs in the e-commerce sector in Turkey are represented in the media, analyzing the current situation with a focus on marketing success. Using qualitative thematic analysis, news content published on various platforms such as Marketing Türkiye, Hürriyet, Dünya Gazetesi, BloombergHT, and Patronlar Dünyası was scanned, and marketing discourses about women entrepreneurs and how the identity of women entrepreneurs is emphasized were coded. The results show that female e-commerce entrepreneurs are generally highlighted in the media for their business and marketing successes and economic contributions, that their female identities are emphasized and presented in the context of gender equality and inspiration, and that they are appreciated for their digital marketing strategies and brand-building skills. In media discourse, women entrepreneurs are represented as leaders contributing to the national economy and as success stories serving as examples for other women. These representations can contribute to breaking down social prejudices by presenting women entrepreneurs in a positive and empowering light. However, the occasional overemphasis on traditional roles or women entrepreneurs carries the risk of presenting womens entrepreneurship as something extraordinary. In conclusion, it is argued that women entrepreneurs in the e-commerce sector in Turkey are generally represented positively in the media regarding success and inspiration. However, it is important to diversify these representations sustainably and present them with a balanced perspective.

 Türkiyede e-ticaret sektöründeki kadın girişimcilerin medya aracılığıyla nasıl temsil edildiklerini inceleyen bu çalışma, pazarlama başarılarına odaklanarak mevcut durumu analiz etmektedir. Nitel tematik analiz yöntemiyle Marketing Türkiye, Hürriyet, Dünya Gazetesi, BloombergHT, Patronlar Dünyası gibi çeşitli platformlarda yayımlanan haber içerikleri taranmış, kadın girişimcilere dair pazarlama söylemleri ve kadın girişimci kimliğinin vurgulanma biçimleri kodlanmıştır. Sonuçlar, medyada kadın e-ticaret girişimcilerinin genellikle işletme ve pazarlama başarılarıyla ekonomik katkı temasıyla öne çıkarıldığını, kadın kimliklerinin altı çizilerek toplumsal cinsiyet eşitliği ve ilham kaynağı temalarıyla sunulduklarını, dijital pazarlama stratejileri ve marka oluşturma becerileriyle takdir edildiklerini göstermektedir. Medya söylemlerinde kadın girişimciler, ulusal ekonomiye katkı sağlayan liderler ve diğer kadınlara örnek olan başarı hikâyeleriyle temsil edilmektedir. Bu temsiller, girişimci kadınları olumlu ve güçlendirici bir ışıkta sunarak toplumsal önyargıların kırılmasına katkı sağlayabilir. Bununla birlikte, zaman zaman geleneksel rollerin veya kadın girişimci vurgusunun aşırı ön plana çıkarılması, kadın girişimciliğinin olağanüstü bir durum gibi sunulması riskini taşımaktadır. Sonuç olarak, Türkiyede e-ticaret alanındaki kadın girişimcilerin medyada genelde başarı ve ilham ekseninde olumlu temsil edildiği, ancak bu temsillerin sürdürülebilir şekilde çeşitlendirilmesinin ve dengeli bir bakış açısıyla sunulmasının önem taşıdığı öne sürülmektedir.

Makale detayları

Visibility of Women Entrepreneurs in The Media and Marketing Rhetoric: A Thematic Research of Digital Entrepreneurship

Yazarlar:

Fatih Bilici

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Dijital Pazarlama | Girişimcilik

Dergi:

İstanbul Ticaret Üniversitesi Girişimcilik Dergisi Vol.8 Issue 18, pp.131-151

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001359871

pISSN:

2536-4456

Women Entrepreneurs

Media Representation

Digital Entrepreneurship

E-commerceKadın Girişimciler

Medya Temsili

Dijital Girişimcilik

E-ticaret

Sayı

Makale detayları

Yazarlar: Fatih Bilici

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: Dijital Pazarlama | Girişimcilik

Dergi: İstanbul Ticaret Üniversitesi Girişimcilik Dergisi Vol.8 Issue 18, pp.131-151

Belge Tipi: Makale

Yayın Tarihi: 9/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001359871

pISSN: 2536-4456

Sayı

Yazarlar:

Fatih Bilici

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Dijital Pazarlama | Girişimcilik

Dergi:

İstanbul Ticaret Üniversitesi Girişimcilik Dergisi Vol.8 Issue 18, pp.131-151

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001359871

pISSN:

2536-4456