ABSTRACT
This chapter explores identity and the cultural entrepreneur, in the context of popular myths about entrepreneurs and cultural workers. It begins with some theoretical perspectives on identity as a framework to explore the nature of the cultural entrepreneur's identity. The chapter explores identity in relation to gender in cultural entrepreneurship. It focuses on the cultural entrepreneurs' account, the narratives he or she tells themselves and others in a social context. The chapter investigates a range of potential identities, such as that of the entrepreneur, the bohemian or 'cool' cultural worker. It describes cultural entrepreneurs to have a playful approach to these characters, revealing complex identities through their ability to be reflexive. The chapter also focuses on how cultural entrepreneurs use identities within the boundaries of the bohemian and popular media myths of the entrepreneur, in order to develop their own sense of a professional identity. It also suggests that stereotypes are both valuable and contested.
