Exploring the Gendered Nature of Digital Social Networks

Abstract

This chapter examines entrepreneurs’ engagement with online social network sites (SNS) and the (positive and/or negative) roles they play relative to their networking. More specifically, given the widespread claims that the disembodiment of actors online creates a neutral meritocracy of opportunity, we explore how gender relates to entrepreneurs’ use of and experiences with social media networking sites. By drawing on role congruity theory, the chapter considers whether proven offline differences in the (dis)advantages women and men entrepreneurs experience also carry over to the online entrepreneurial environment as well as whether they are likely to relate to the manner in which men and women entrepreneurs cultivate and/or engage with online network ties. Social media features and affordances are reviewed and proposals are developed related to how gender role norms might relate to an entrepreneurs SNS network. Specific social media features and affordances examined include SNS profiles, broadcasting communication behaviors, and social grooming. Additionally, the possibly more nefarious sides of SNS are considered. Specifically, the effects of context collapse and gendertrolling are examined relative to how their effects might impact women entrepreneurs as they work to cultivate and/or engage current or potential network partners through SNS.