Social enterprise has been criticized for discursively transforming third sector organizations and practitioners into economic agents. Such a critique too readily construes the discourse of social enterprise as a deterministic force that encroaches on all aspects of organizational and individual identity. We reintroduce a sense of agency to discursive conceptualizations through an empirical study focusing on whether and how social enterprise infiltrates the third sector at the level of the subject. Drawing from a qualitative study in England, we use Pêcheux's three-part model of dis/identification as an explanatory schema to conceptualize the ways third sector practitioners endorse or reject the inherent norms and principles of social enterprise. The discussion covers how processes of identification, counter-identification, and disidentification, respectively, perpetuate or transgress the discourse of social enterprise and highlights the implications for future research in this developing field.Although the meaning of "social enterprise" is contested, most definitions refer to market-based strategies aimed at achieving a social purpose (Kerlin, 2009). Social enterprise is usually, although not exclusively, associated with the nonprofit or third sector, where it has often been presented as a panacea that brings the efficiency of markets to bear upon social problems that neither the state nor traditional third sectors were able to solve (Sepulveda, 2009). The social enterprise research literature is dominated by functionalist and managerial perspectives that conceal a normative and prescriptive agenda hiding behind the illusion of social enterprise's being inevitable. Critical 248