ABSTRACT The use of digital media enables entrepreneurs to develop their startups in strategic manner. However, how entrepreneurs develop their identity through digital media is currently underexplored. Therefore, our focus is on how entrepreneurs describe and reflect on their communication with their audiences over digital media and, in turn, how that shapes their becoming as entrepreneurs. Our empirical data consists of 29 qualitative interviews and close observations in the start-up incubator neudeli at the Bauhaus-University Weimar. Through our analysis we show how the practice of strategic sparring and the practice of brand co-creation facilitate the development towards three alternative identity types, which are “solution-driven”, “purpose-driven” and “lifestyle-driven” identity. Ultimately, our study highlights how media management can be seen as a practice of self through communication over digital media.

中文翻译：

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通过数字媒体发展企业形象

摘要数字媒体的使用使企业家能够以战略方式发展创业公司。但是，目前还没有探索企业家如何通过数字媒体发展其身份。因此，我们的重点是企业家如何通过数字媒体描述和反思他们与受众的交流，以及反过来又如何塑造他们成为企业家的能力。我们的经验数据由包豪斯大学魏玛大学的新兴孵化器neudeli中的29个定性访谈和近距离观察组成。通过我们的分析，我们显示了战略陪练的实践和品牌共创的实践如何促进向三种替代身份类型的发展，即“解决方案驱动”，“目的驱动”和“生活方式驱动”的身份。最终，