عنوان مقاله [English]
There have been many studies about the importance of culture on the way to develop entrepreneurship and economic growth so that entrepreneurial culture has become a new concept. At the individual level, it has specific dimensions such as willingness to take risk, need to achievement, internal locus of control, creativity, independency, self-confidence, hardworking, management and marketing skills. There are factors that play an important role in creating entrepreneurial culture in the society like Family, educational institutions, government, social networks, industry and mass media.
So we suggest that mass media can influence entrepreneurship development by acting through values embedded in different cultures. Despite the importance of the subject, there have been few investigations about the role media plays to promote entrepreneurial culture. There is no investigation that covers all dimensions of entrepreneurial culture; on the other hand researches have just mentioned the word "media" without explaining the exact kind of media. Each media has different functions and all of this is disregarded in the literature.
Since television affects the audiences' knowledge, values and socialization, this paper aims at exploring the Cognitive, Normative and Regulative roles (based on institutional theory) Television can play in order to promote entrepreneurial culture. The data is gathered by performing 24 deep interviews with experts of both media and entrepreneurship including university professors, TV managers and economic program makers. The roles are also prioritized by Friedman test. Results will help us to perform a roadmap of entrepreneurial culture development.
Results show that informing function of television is very appropriate for recognition role and the entertainment function suits best to transfer entrepreneurial values rather than direct education. Also the regulative roles can be played via different programs like developing social networks among audiences.