Mermaids as market creators: Cultural entrepreneurship in an emerging practice

Sara Malou Strandvad*, Tracy C. Davis, Megan Dunn

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


With the example of the emergence of professional mermaids, this article shows how primarily young, female enterprising performers developed a new aesthetic category, generated employment from it, and in that way created a market for their services and products. To conceptualize this development, the article employs the Callonian program in market studies into research on cultural entrepreneurship, highlighting that markets are constantly in-the-making and innovation processes cannot be ascribed to the activities of singular “hero figures.” This adds to the existing literature on cultural entrepreneurship by calling attention to collective entrepreneurial practices taking place on the fringes of the cultural sector.

Original languageEnglish (US)
Pages (from-to)68-85
Number of pages18
JournalInternational Journal of Cultural Studies
Issue number1
StatePublished - Jan 2022


  • Michel Callon
  • creative work
  • cultural entrepreneurship
  • gender
  • market studies
  • mermaids

ASJC Scopus subject areas

  • Cultural Studies


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