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This study aims to examine why women transition from wage work to self-employed entrepreneurship, the seemingly insecure and unruly economic sector compared with the stable iron rice bowl and the fancy spring rice jobs.

Based on in-depth interviews in Zhejiang, the entrepreneurial hotbed in coastal China, this study examines the experiences of self-employed female entrepreneurs who used to work in the iron rice bowl and the spring rice jobs and explores their nonconventional career transition and its gendered implications.

This study finds that these women quit their previous jobs to escape from gendered suppression in wage work where their femininity was stereotyped, devalued or disciplined. By working for themselves, these women embrace a rubber rice bowl that allows them to improvise different forms of femininity that are better rewarded and recognized.

The study contributes to studies on gender and work by framing femininity as a fluid rather than a fixed set of qualities and fills the research gap by illustrating women’s agency in reacting to gender expectations in certain workplaces. The study develops a new concept of rubber rice bowl to describe how entrepreneurship, a seemingly women-unfriendly sphere, attracts women by allowing them to comply with, resist, or improvise normative gender expectations.

This study aims to explore gender performance in entrepreneurial pitching. Understanding pitching as a social practice, the authors argue that pitch content and body gestures contain gender-based norms and practices. The authors focus on early-stage ventures and the hegemonic masculinities and femininities that are performed in entrepreneurial pitches. The main research question is as follows: How is gender performed in entrepreneurial pitching?

The authors carried out the study with the post-structuralist feminist approach. The authors collected and analyzed nine online pitches with the reflexive thematic method to depict hegemonic masculinities and femininities performed at the pitch.

The authors found that heroic and breadwinner masculinities are dominant in pitching. Both male and female founders perform hegemonic masculinities. Entrepreneurs are expected to be assertive but empathetic people. Finally, there are connections between what entrepreneurs do and what investors ask, indicating the iteration of gender performance and expectations.

While the online setting helps the authors to collect data during the pandemic, it limits the observation of the place, space and interactions between the judges/investors and the entrepreneurs. As a result, the linguistic and gesture communication of the investors in the pitch was not discussed in full-length in this paper. Also, as the authors observed, people would come to the pitch knowing what they should perform and how they should interact. Therefore, the preparation of the pitch as a study context could provide rich details on how gender norms and stereotypes influence people's interactions and their entrepreneurial identity. Lastly, the study has a methodological limitation. The authors did not include aspects of space in the analysis. It is mainly due to the variety of settings that the pitching sessions that the data set had.

For social practices and policies, the results indicate barriers to finance for women entrepreneurs. Women entrepreneurs are rewarded when they perform entrepreneurial hegemonic masculinities with a touch of emphasized femininities. Eventually, if women entrepreneurs do not perform correctly as investors expect them to, they will face barriers to acquiring finance. It is important to acknowledge how certain gendered biases might be (re)constructed and (re)produced through entrepreneurial activities, in which pitching is one of them.

Practitioners could utilize research findings to understand how gender stereotypes exist not only on the pitch stage but also before and after the pitch, such as the choice of business idea and pitch training. In other words, it is necessary to create a more enabling environment for women entrepreneurs, such as customizing the accelerator program so that all business ideas receive relevant support from experts. On a macro level, the study has shown that seemingly gender-equal societies do not practically translate into higher participation of women in entrepreneurship.

For theoretical contributions, the study enhances the discussion that entrepreneurship is gendered; women and men entrepreneurs need to perform certain hegemonic traits to be legitimated as founders. The authors also address various pitching practices that shape pitch performance by including both textual and semiotic data in the study. This study provides social implications on the awareness of gendered norms and the design of entrepreneurial pitching.

Research emphasizes the motivations underlying and potential harmful consequences of social media use, but there is little understanding of stigmas faced by individual social media users, particularly as they pertain to gender. The purpose of this study is to examine a unique stereotype related to men’s social media use.

Four experiments examine judgments of men based on how often they post on social media (frequently vs infrequently).

The authors find that posting frequently (vs infrequently) affects the perceived gender of men but not women. This frequent-posting femininity stereotype is explained by perceived neediness and holds regardless of whether posts are about others (vs the self) or whether posts are shared by influencers (vs ordinary users).

Future research should examine other stereotypes of social media users – including those pertaining to gender – and ways to mitigate such negative attributions. Researchers should examine how the frequent-posting femininity stereotype and other social media use stereotypes affect social media consumption and consumer well-being.

Managers should adjust consumer engagement strategies and restructure platforms to address the unique stigmas facing different consumer groups.

Providing insights into the dark side of social media, the authors investigate a unique domain – stereotypes about individual social media users. The findings of this study uncover an emasculating stigma against men who post often on social media, which may discourage men from online participation.

This study aims to answer two questions: (a) what obstacles and opportunities do Chinese female entrepreneurs face when doing business? And (b) how do they negotiate their entrepreneurial careers and gender identities in different gender-segregated markets?

This study uses qualitative research methods of participant observation and in-depth interviews with 41 female entrepreneurs in China and the theoretical lenses of gender role theory and doing gender in entrepreneurship.

The study findings reveal that Chinese female entrepreneurs face different obstacles and opportunities in gender-segregated industries. Their experiences vary in industries that are mainly occupied by males and females. On the one hand, women in female-dominated industries may be supported by a feminine working environment that is coherent with their domestic roles. However, they may also be questioned on the cultural impurity implied in some industries, which harms their class-based feminine virtue. On the other hand, women in male-dominated industries may be challenged and marginalized due to their gender. However, some find ways to turn the disadvantaged feminine characters into favourable conditions and break out of the stereotypical gender constraints in doing business.

This study contributes to the literature on gender and entrepreneurship in general. More specifically, it contributes to the study of doing gender in gender-segregated markets, and it also illustrates women’s gendered opportunities and constraints in Chinese society that are affected by the long-lasting traditional gender norms.

Drawing from the gender schema theory and social role theory, the purpose of this study is to assess the gender-congruent nature of organizational citizenship behaviors (OCBs) through the mediating role of gender role orientation (femininity and masculinity) in the relationship between individuals sex and OCB dimensions. It also explores the moderating effect of gender ideology on the influence of sex on the exhibition of gender-congruent OCBs.

Data were collected in two waves with a time lag of three weeks from frontline employees and their peers working in the Indian private banking sector. PROCESS macro was used to assess the hypothesized relationships.

The results indicated that femininity mediated the influence of sex on OCBs directed toward co-workers (OCBI). However, the mediating role of femininity was not confirmed in the association between sex and OCBs targeted toward customers (OCBC). Further, masculinity mediated the influence of sex on OCBs directed toward the organization (OCBO). Gender ideology also moderated the relationship between sex and OCBs, such that traditional women displayed more OCBI as compared to egalitarian women, while egalitarian women displayed more OCBC than traditional women. Additionally, traditional men were found to display more OCBO than egalitarian men.

The paper contributes to the existing literature by suggesting that the performance of OCBs depends upon various gender identities, with each gender identity having its own and significant effect on the performance of OCB.

Gender and disability are intimately connected as embodied experiences that young people navigate interactionally. Disabilities scholars have theorized that men and women with chronic health conditions face uniquely gendered challenges. Theories of gender and disability centered on youth continue to gain prominence as the population of children and young adults with chronic health conditions grows. This study draws on data from 22 in-depth interviews with young adults diagnosed with chronic health conditions in childhood in the United States. Women, men, and gender nonbinary individuals report that doing disability in interactions in childhood meant doing gender in expected feminine ways. Specifically, interviewees described increased empathy, a deep understanding of their own emotions, and the ability to use adversity to connect with and benefit others as expectations. Interviewees employed or resisted doing gender in ways that reflected individuals' gender locations. Women and nonbinary individuals saw feminine performance as a sign of weakness, often resisting demonstrating it in interactions. On the other hand, feminine performance reportedly impacted men in the sample in positive ways. This study takes a life course approach to illuminate how the ableist expectations expressed to disabled children are gendered and impact how disabled young adults negotiate an ableist world.