Mann der Tat, Enterprise Culture and Ethno-preneurs: Discussing the Scope of Affirmative, Critical and Pragmatic Approaches to Entrepreneurship in Spain

Abstract

This contribution suggests a classification of different anthropological contributions to entrepreneurship research. Critical approaches to entrepreneurship focus on the ideological bias of the term. As the work of Mary Douglas, they critique the methodological individualism and the utilitarian self-concept underlying the entrepreneur. Affirmative approaches, in the tradition of Joseph Schumpeter or Frederik Barth, are concerned with the definition, understanding and transformative outcomes of entrepreneurship. Pragmatic approaches use tactically the social eminence of the term by expanding it to a wide range of apparently distant topics, such as the ‘ethno-preneur’ coined by John and Jean Comaroff. To illustrate the analytical scope of each of these approaches, I discuss some of my empirical material from Spain, such as the discourse on entrepreneurship in the 2015 parliamentary elections, the case of a media entrepreneur in rural Andalusia and the politics of heritage entrepreneurship and the Mediterranean diet in Catalonia.