In this trenchant inquiry into the state of feminism, Angela McRobbie breaks open the politics of sexual equality and \'affirmative feminism\' and sets down a new theory of gender power. Challenging the most basic assumptions of the \'end\' of feminism, this book argues that invidious forms of gender re-stabilisation are being re-established. Consumer and popular culture encroach on the terrain of so-called female freedom, appearing supportive of female success, yet tying women into new post-feminist neurotic dependencies. With a scathing critique of \'women\'s empowerment\', McRobbie has developed a distinctive feminist analysis that she uses to examine socio-cultural phenomena embedded in contemporary women\'s lives: from fashion photography and the television \'make-over\' genre to eating disorders, body anxiety and \'illegible rage\'.A turning point in feminist theory, The Aftermath of Feminism will set a new agenda for gender studies and cultural studies.