Angela Stalcup's Communication Studies Blog

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Textual Analysis Project Topic


I intend to explore the organizing of women-owned startups through a textual analysis of the gender-based narrative surrounding strategic business development of “passion-based” businesses. In the last decade, a gender-specific narrative has developed around the “feminine approach” to starting a business. Specifically, I will focus on, a business coaching organization built on the use of non-traditional marketing language and video, targeting women with the core brand message “Rich, Hot, and Happy.” I will do an ideological analysis through the lens of feminist criticism of Forleo’s written and visual “texts” used in marketing of business services that focuses on the story of women-owned business.


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