Thanks in large part to the advances made by feminist movements throughout the 20th century, contemporary media images offer a new reimagining of womanhood and feminism. This new interpretation of femininity offers a narrative in which the choice aspects of the previous feminine ideal, such as beauty, are retained while the negative characteristics of gender roles, such as weakness, are avoided. In other words, this talk of “girl power” suggests that girls can be as powerful as men, but they can do anything while wearing a skirt. In Feminism Inc., Emilie Zaslow examines the influence of media promotion of girl power discourse on the processes by which adolescent girls construct their gender identities. Zaslow features the voices of a diverse group of teenage girls from New York City. Girls vary by race and socioeconomic status, a methodological choice that helps demonstrate how the process of understanding femininity is not individual to certain groups, but rather a collective experience shared by all who grow up surrounded by girl power media. Through focus groups and interviews, girls discuss how they make sense of their gender identity through a number of different topics, including images of sexuality in the media, clothing and style , their ideas about the future and motherhood, and how they conceptualize feminism. Through these conversations, Zaslow situates the girl power discourse within a neoliberal framework, which emphasizes individual achievements and is less concerned with collective social change. Ultimately, girl power can be seen as a “commodification of opposition to traditional femininity” (p. 159), Zaslow argues. Girls internalize watered down feminist ideas that have been repackaged middle of paper...... but their gender identity. Because many of these girls came to Zaslow with a succinct understanding of how they see women portrayed in the media, focusing on girls who have not yet reached this level of understanding would begin to demonstrate the processes by which girls understand girl power media. Feminism Inc. does a great job examining the intersection of media and the real lives of these teenage girls. Although Zaslow could have gotten drawn into a discussion of media texts, given that the amount of media aimed at teenage girls is almost endless, she clearly remains focused on how girls understand and interact with these media. The struggle these girls face as they attempt to reconcile media conceptions of girl power with the realities of their daily lives is an important issue, particularly as an examination of how a new generation understands feminism..