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February 22, 2026Technology in SocietyOpen Access

Legitimating entrepreneurship through generative AI: The reproduction of visual stereotypes

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Authors

EHEsther HormigaGJGeraldine JonckersDUDavid Urbano

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Overview

Analyzes how generative AI shapes entrepreneurial imagery, highlighting exclusionary ideals and implications for innovation.

Key Points

  • To examine how generative AI creates visual representations of entrepreneurship and its cultural implications.
  • Analyzed 24 images generated using the Midjourney platform
  • Applied critical visual discourse analysis
  • Identified recurring aesthetic codes and symbolic patterns
  • Generative AI depicts entrepreneurs as solitary and self-assured figures
  • Visual narratives focus on control and ambition, neglecting process and collaboration
  • Absence of diversity and social contribution in representations

Cite This Study

Hormiga et al. (2026) studied this question.

synapsesocial.com/papers/699a9ceb482488d673cd2a1bhttps://doi.org/10.1016/j.techsoc.2026.103278
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Visual artificial intelligence as a methodological frontier in entrepreneurship research: a roadmap and empirical demonstration2026
  2. 2The Algorithmic Gaze: Deconstructing Authorship and Aesthetics in Generative Artificial Intelligence (AI) Art2025 · 1 citations
  3. 3Leveling the Playing Field? Generative AI and Entrepreneurial Storytelling2026
  4. 4Generative AI as a Collaborative Partner in Entrepreneurial Creativity: A Conceptual Framework2026 · 1 citations
  5. 5Generative AI and the Evolution of Entrepreneurial Practice: Lowering Barriers, Expanding Possibilities.2025