Paper short abstract:

This study examines white Western digital entrepreneurs shaping identity in China. Applying critical race theory, it explores daily interactions, branding, and the impact of gender, ethnicity, and media. Digital ethnography reveals insights into evolving dynamics in Chinese entrepreneurship.

Paper long abstract:

This research explores innovative trajectories in entrepreneurship by investigating how white Western digital entrepreneurs construct and navigate their identity within the dynamic landscape of China. Utilizing anthropological analysis and critical race theory, the study concentrates on the daily interactions and branding strategies employed by entrepreneurs. Emphasizing the influence of gender, ethnicity, and media in the entrepreneurial context, the research employs digital ethnography and visual analysis of Chinese social media to elucidate emerging patterns. The findings contribute to a nuanced understanding of the evolving dynamics of entrepreneurship and identity, offering valuable insights into the intersection of global business practices and cultural contexts, especially within the expansive and influential Chinese market.