McRobbie (2009), "Post-feminism and Popular Culture"

McRobbie (2009) describes post-feminism as a "double entanglement." Post-feminism contains both neo-conservative ideas about gender, sexuality, and the family, as well as liberal ideas about choice as it relates to kinship and domestic sphere issues. On one hand, this involves many of feminism's ideas being understood as "common sense." On the other, post-feminism tends to lash out against feminist ideas with intense hatred. McRobbie describes this as "feminism taken into account" (p. 259).

McRobbie (2009) identifies a number of advertising and entertainment media programs in which feminism is "taken into account." For example, she describes overtly sexist advertisements for the WonderBra and a Citreon car in which women flaunt their nearly naked bodies. The assumption is that these women are empowered to make their own choice; they are not being exploited. Exploitation is nodded to, but dismissed, as though it is no longer relevant today.

This same theme can also be found in television narratives about young women choosing partners. Shows like Bridget Jones and Sex and the City, for example, are programs about women who choose conservative choices. The women in these narratives choose to focus their lives on finding men, despite the constant narrative reminder that they could choose otherwise. The choices granted by feminist struggle of past generations is thus taken into account only to be rejected. Feminist choices cause these women insecurity and uncertainty.