This studies purpose to increase understanding and to create greater awareness of the business media flow and it’s impact on the potential/active entrepreneur. This is made by creating a picture from a gender perspective of how female and male entrepreneurs relates to the news and media representation, with a focus on the entrepreneur’s drive force. In order to achieve the studies purpose, earlier research and theories are used to underline the thesis. The theories include feminist media research, mass communication theories and social psychological factors. To be able to respond to the issues and frame the problem area, the study researches through a Uses and Gratification Approach where the main focus is on the entrepreneurs reception. The study includes a quantitative analysis that consists of a survey with both closed and open questions. 

The results show that the entrepreneurs are aware of the gender differences in the business media. Despite this, they feel like female entrepreneurship is reproduced from a more egalitarian perspective then the male entrepreneur. This might have an impact on male entrepreneurship as media is seen as a public opinion-maker. The results also show that the entrepreneurs are driven by both positive and negative media content. Furthermore the females in the age off 18-35 are the ones that is most affected by stereotypical elements in media contents. They are also the ones that is mostly driven by positive news. In a comparison with the male participants, the results show that there’s a lack of entrepreneurial examples and knowledge about entrepreneurship in women’s childhood. Therefore it becomes even more important for the potential female entrepreneur to see more role models in the media flow and in the society.