Tracing networked images of gendered entrepreneurship online

Our (Pritchard, Williams & Miller) paper is now available online and open access in Gender, Work & Organization. This work is part of a wider project investigating the gendering of entrepreneurship, which we are also presenting at EGOS 2022 in Vienna this week.


This paper explores the importance of visualization online and the gendering of entrepreneurship in contemporary neoliberal times. We investigate how understandings of entrepreneurship are shaped by online imagery. Applying visual critical methodology, we trace and analyze 248 commercial images. Our analytic work explicates the visual construction of male and female entrepreneurs, leading us to further examine appearance, (in)action, and interaction aesthetics. Through detailed visual analysis, we unpack masculinities and femininities to theorize the resulting gendering of entrepreneurial aesthetics. In doing so, we consider the role of image networks in the reproduction of neoliberal ideals

July 5, 2022 at 1:19 pm Leave a comment

Natural Ageing and Aesthetic Labour

Rebecca and I are delighted that our paper ‘Tyred out: natural ageing and aesthetic labour in Pirelli’s 2017 calendar is now published online in Gender, Work & Organization and is available open access!

If you want to hear more about our research sign up to this great Qual Methods event – 9 June, online or in person:


We review how natural ageing is constructed in contemporary media discourse by examining coverage of the 2017 Pirelli calendar.  While highly digitized and provocative representations of youthfulness might be readily associated with this calendar, the 2017 edition featured actors aged 28-71, shot in black and white with limited makeup and apparently no digitization.  As older women we reflexively examine this exposure of how women might age naturally; and discursively unpack tensions surrounding understandings of beauty and empowerment across media coverage.  We suggest the Pirelli calendar is a complex media production, with impact that extends far beyond the product itself, spreading through the economic system and connecting tyres to art in the process.  We progress understandings of aesthetic labour across the lifecourse, offer further development of the beauty and empowerment tensions embedded in the aesthetics of natural ageing and explain how natural ageing facilitates a multi-layered process of binding.

Key Words: Age, Beauty, Aesthetic Labour, Qualitative Research, Digitalisation

May 19, 2022 at 8:32 am Leave a comment

Launching ‘Research Methods for Digital Work and Organization’

UPDATE: Order online at with promo code ASFLYQ6 to save 30%

Gillian, Christine and I were delighted to have the opportunity to launch our edited volume (published by OUP) ‘Research Methods for Digital Work and Organization’ at a recent event hosted by RHUL’s Digital Organisation and Society Research Centre.

We were thrilled that so many of those that contributed to the book were able to attend and participate in panel discussions around two key questions:

  1. What research methods can help us address the challenges raised by digital work? and
  2. What opportunities are there for researching digital work in the future?

Many thanks in particular to Richard Rogers, Andrew Whelan Nina Willment, Mohammad Jarrahi, Claudio Coletta, Eliane Bucher, Francisca Gromme and Adriana Wilner for their participation in these panel discussions. I will be adding a link to the session recording when it is available.

We then took the book on a virtual tour to Finland as invited panellists at the fabulous WORK2021. Many thanks to the fabulous Anne Kovalainen for chairing our session. It was fascinating to learn via Twitter how the conference was itself an example of digital work! We are looking forward to the recording so we can see how the broadcast worked for the audience. I will add a link here when it is available.

The presentations for both events are provided below. Please do see the last slide for a full list of the contributors to our book. We are very grateful to them all for their hard work and inspiring research.

December 14, 2021 at 9:56 am Leave a comment

Presentation to Nottingham University Business School

Many thanks for the invitation to present at the recent Haydn Green Instituted for Entrepreneurship Research Seminar. Lots of great discussion about the challenges of researching online and then getting research published!

December 14, 2021 at 8:48 am Leave a comment

New Directions for Qualitative Research?

I was delighted to be part of a great Doctoral Day at ISBE 2021 at the Tramshed in Cardiff on Wednesday last week. A summary of my slides are available here – please contact me for further information and references.

November 1, 2021 at 12:58 pm Leave a comment

Out today: Research Methods for Digital Work and Organization

This blog offers you a sneak peak inside our book published today with Oxford University Press; which I co-edited with the fabulous Prof Gillian Symon and Prof Christine Hine. Please save the date: 1/12/21 for our book launch – more details coming soon!

Starting life in the early summer days of 2017 as ‘Research Methods for Digital Work: Innovative Methods for Studying Distributed and Multi-modal Working Practices’ at the University of Surrey*; we have had the privilege of working with fabulous authors from across the world; ranging from established experts to doctoral students all of whom offer methodological insights on their research.

(*We are very grateful to the University of Surrey’s Institute of Advanced Studies and NEMODE (RCUK’s New Economic Mod- els in the Digital Economy Network Plus) for the funding provided to support this event. We would also like to thank all the presenters and attendees for their input to this project)

The book is organised into four sections, although there are themes and issues that interconnect the methods explored in each.  Section 1 explores working with screens, whether these screens are fixed in offices or on the move.  The chapters in this section examine not only methodological challenges of accessing these spaces but also explore the ways in which work is made visible (or invisible) through our – participant and researcher – interactions with technology.  Section 2 explores the unfolding of digital working practices and the individual experience of these, while Section 3 considers distributed work and organizing online, with a wide range of research cases considered across both these parts.  In Section 4 authors examine the ways in which digital traces of work can be (re)used as research and data.  Visibility remains a thread across these chapters with the sociomateriality of research practice unpacked by all our authors.

In writing the conclusion to this volume we reflect on how our work and lives have changed since 2017; Christine, Gillian and I have worked together online for the majority of our editing – in fact I can’t actually remember when we were all physically together!  We know that the same is true for many of those authors collaborating on these chapters and we are truly grateful to all the hard work that they have put into their contributions. 

When we look to the future, while we may be able to go to the pub, the theatre and visit our families once more, the Covid-19 pandemic has touched all our work and research practices.  As we reflect in the conclusion, it seems that previous inequalities – including digital inequalities – will be remain and even extend.  Those contributing to this volume have offers methodological insight that we hope will inspire and encourage other researchers to expose and even work towards alleviating these inequalities of work and workers into the future.

We hope you will enjoy reading all these authors contributions as much as we have

We would like to thank all our authors! You can follow these on Twitter for more information about their research @p2pmod @ninawillment @pleonardi @FranciscaGromme @AdamBadger1 @curlyresearcher @mhjarhri @ItziarCA @pandiver @adrianawilner @FrankdeBakker @richardrogers @saiphcita @drozas

October 21, 2021 at 8:08 am Leave a comment

Analysing Web Images: Presentation for Digital Methods 2021

It was a real pleasure to work with Dr Harriet Shortt and Katie Joyce on this workshop (funded by SAMS). We were also thrilled to have Jenny Leonard produce summary drawings of all our great discussions. Thanks to all the participants who contributed and really made the event! And also to Craig for his behind the scenes work in the middle of a house move!

A summary version of my presentation with links to relevant papers is now available

July 14, 2021 at 9:10 am Leave a comment

Younger Workers and Generational Stereotypes

Back in February I gave a presentation on Younger Workers and Generational Stereotypes at this great event.

A bit late but I finally got around to uploading an outline of my presentation!

June 25, 2021 at 10:01 am Leave a comment

What happens when research goes online?

I was delighted to give a talk at the recent School of Management PGR conference. The introductory slides are posted below and more details will follow on the case example later

June 24, 2021 at 1:07 pm Leave a comment

Forthcoming free event! Digital Methodologies: principles and practice of researching online

Delighted to be running this free, virtual workshop on 13th July 2021 with Katie and Harriet at Bristol Business School, UWE. and funded by Society for the Advancement of Management Studies (SAMS) This is an interactive event designed for Early Career Researchers and Doctoral Students – though all welcome!

Places are limited and registration closes 1st June; download the flyer below or go straight to registration. If you are not able to attend but are interested in finding out more, get in touch with us! We will be using #DigitalMethods2021

May 14, 2021 at 8:30 am Leave a comment

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Katrina Pritchard

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