The Role of Art in Promoting and Teaching Entrepreneurship: Analyzing the Qualitative Content of Iranian Children and Adolescent Films in the Last Four Decades (1981-2022)

Undoubtedly, cinema can play a key role in teaching entrepreneurial qualities, especially in childhood and adolescence. For this purpose, the qualitative content analysis of selected movies in the genre of children and teenagers was done in the years 1981-2022. The upcoming research is one of the descriptive-analytical (interpretive) researches. It is based on the qualitative research paradigm and directional content analysis technique is used. The content of the film script and dialogues of the actors were used as the unit of recording themes and meaningful sentences related to the topic were identified. The purposeful sampling method was used to select the films. Accordingly, one film from each decade and a total of 4 films were examined. In order to code the themes, measuring entrepreneurial personality traits Kurd-naij et al including the dimensions of achievement seeking, internal focus of control, risk-taking, ambiguity tolerance, intellectual fluency, fantasizing, pragmatism and challenge seeking are used as the main topics in the questionnaire. The findings of this research show that the share of concepts related to entrepreneurial personality traits in the 4 selected children and adolescent movies is nearly 20% and there is no significant difference between the selected films in the use of entrepreneurial concepts. There is also a significant difference between the shares of 8 entrepreneurial personality traits in the selected films. Among them, risk-taking feature with the number of 174 sentences has the largest share and pragmatism feature with 58 sentences has the least share in the selected children and adolescent movies in the last 4 decades. Due to the increase in the tendency of children and young people towards theatrical content, movies can be an important source for modeling roles and accepting entrepreneurial personality traits and thus promoting and teaching entrepreneurial skills. Based on the results, it is recommended to institutionalize the entrepreneurial culture through the development of movies with an entrepreneurial approach, especially in the genre of children and teenagers.