Images of entrepreneurship: still searching for the hero?

This paper explores how undergraduate students make sense of the mixed array of images they encounter in the educational process. If courses are aimed at encouraging undergraduates to 'become more entrepreneurial' it is useful to know how participating students perceive the confusing array of images, activities and identities prevalent in the university setting and how this is influenced by the entrepreneurship discourse overall. Through a social constructionist stance, this paper reports how a group of 93 undergraduates made sense of 'entrepreneurship' during their progress through a final-year optional course module focused on new venture creation. Theoretically, the paper adds to the literature on entrepreneurial stereotypes; practically, the insights gained can be fed back into the classroom to challenge perceptions and illuminate career aspirations