Thanks largely to the advances made by feminist movements throughout the 20th century, contemporary media images provide a new take on femininity and feminism. This new interpretation of femininity offers a narrative in which selected aspects of the previous feminine ideal, such as beauty, are maintained, while negative characteristics of gender roles, such as weakness, are avoided. In other words, this “girl power” discourse suggests that girls can be just as powerful as men, but they can do it while wearing a skirt. In Feminism Inc., Emilie Zaslow examines the influence that the media's promotion of girl power discourse has on the processes through which adolescent girls construct their gender identities. Zaslow introduces 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 media power. Through focus groups and interviews, the girls discuss how to make sense of their gender identity across a range 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 places the discourse on female power in a neoliberal framework, which emphasizes individual achievement 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 are internalizing watered-down feminist ideas that have been repackaged in the 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 media, a focus on girls who have yet to reach that level of understanding would begin to demonstrate the processes by which girls understand girl-empowerment media . Feminism Inc does a great job of examining the intersection between media and real life on the part of these teenage girls. While Zaslow could have gotten involved in a discussion about media texts, since the amount of media aimed at teenage girls is nearly endless, she maintains a clear focus on how girls understand and interact with these media. The struggle these girls face in trying to reconcile the media's conception of female empowerment with the reality of their daily lives is an important issue, especially as an examination of how a new generation understands feminism..