Perceived representation of entrepreneurship in the mass media and entrepreneurial intention

The effect of the mass media on entrepreneurial intention has received little attention thus far. In addressing this gap, this study explores the influence on entrepreneurial intention of perceived social legitimacy of famous entrepreneurs and entrepreneurship in the media as well as perceived entrepreneurial skills learned through the media. Drawing on the theory of planned behavior, this influence is tested among 320 Spanish participants both directly and indirectly through the three components posited by this theory (i.e., attitudes toward entrepreneurship, subjective norms, and entrepreneurial self-efficacy). The results of partial least squares structural modeling revealed that positive attitudes and entrepreneurial self-efficacy mediated the social legitimacy – entrepreneurial intention and skills – entrepreneurial intention relationships, although subjective norms were not significant. Thus, while previous empirical evidence has indicated a direct link between these variables and entrepreneurial intention, the study of social legitimacy and perceived entrepreneurial skills may benefit from considering this robust theoretical framework. This study also offers practical implications. Television programs and other formats can be useful in entrepreneurship education as pedagogical materials. Additionally, when these programs are broadcast to the general public, it is advisable to test how they influence attitudes, subjective norms, and self-efficacy.