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The purpose of this study is to investigate whether the representation of male entrepreneurs in the media has changed in the after-effects of the #metoo movement.

The authors perform a discourse analysis and visual analysis of how male entrepreneurs in the Swedish business magazine Affärsvärlden are represented. A centre-margin analysis is laid out, focusing on who and what constitutes (or endeavours to constitute) the legitimate male entrepreneur.

The results of the analysis show that male entrepreneurs are represented with different discursive success factors. These success factors are linked to a driven personality, a high-status leisure activity, a supportive but invisible family, a focus on financial measures and a global outlook. Marginally, there has been a change towards more humbleness, and a shift from financial growth to turnover, in the representation of entrepreneurial masculinities after the #metoo movement.

To bring about a more equal norm regarding male entrepreneurial identity, more space and attention must be given in the media to the subordinate masculinities of entrepreneurs.

Previous gender research on entrepreneurship has, to a large extent, focussed on female entrepreneurs and research focussed on male entrepreneurs is conspicuous in its absence. However, the male entrepreneur, just like the female entrepreneur, needs to relate to, be compared with and adapt to a norm of how the ideal entrepreneur should be. Therefore, it is important to establish and illuminate who the male entrepreneur is assumed to be, to better understand and question that role.