Contemporary feminism is the amalgamation of feminist theory and feminist activism. In using these two disciplines, women can first deconstruct society, understanding the elements that create the whole. Then, through activism, it is possible to change the power dynamic between men and women. One step in this process is the recognition and eradication of so-called normalizing influences. These influences are pervasive in all facets of society, defining what is considered appropriate; the recommended behaviors are always gender-specific.

In her text Feminist Practice and Poststructuralist Theory Chris Weedon analyzes the importance of language, social relations, education, and literature in defining and maintaining social structures. Specific examples of these influences are found in the popular magazines Cosmopolitan, Mademoiselle, and Glamour. The importance of these magazines, and specific articles within them, is due to their similarity to other works rather than their singularity. It is the aggregate effect of these works by which men and women are 'normalized'.

Men and women are socialized to maintain the social structure. As Weedon explains, the normalizing influences in society are not specifically related to individual efforts to promote the patriarchal aspects of society; rather they exist within institutions and social practices (3). In many instances common-sense is referred to when gender differences are justified within society. Common-sense understanding is based on conscious knowledge and experience (72); it is therefore difficult to dispute or extirpate. Actions based upon common-sense are highly regarded in society, as it is a conformist, deferring to society's will. Parents, in particular, seek the comfort of normalcy that common-sense provides. Their overriding concerns often relate to raising 'normal' children so that they may achieve acceptance in society and thus insure future success (Weedon 73). Sources of common-sense knowledge are general education, the media, relatives- parents as well as extended family, and friends (Weedon 73). Looking at these groups, it is apparent that they are the primary disseminators of information in a child's life; socialization is fruitful because of the variety of sources, and even the variety of messages, that are conveyed. It is because of this variety that normalizing influences are accepted; if they were too strictly prescriptive, individuals would reject them out of hand. However, the element present in all socializing practices is the importance of gender difference.

The popular press is an arbiter of normalcy with the ability to reach a great part of society. The discourses that they promote are authoritative because of the perceived legitimacy of the written word. The press employs specific tactics to make difficult paths of resistance. As Weedon writes, "The most common of these [tactics] is the implicit assumption of a collective subject: we are all the reasonable, moral individuals for whom the text speaks" (98). In popular fashion magazines for women, the validity of Weedon's assertion is evident. These magazines, whether dispensing love advice or information on the latest beauty treatment, often use the pronoun "we" instead of the singular "I". Although the pieces are only researched and written by one person, "we" is used because it adds to the article's claim as the opinion of the collective, therefore reinforcing the article's position.

One example of this is found in the February 1999 issue of Cosmopolitan magazine. The article "Are You the Right Kind of Girlfriend?" is an illustration of Weedon's assertion. Although it was written by one person, Julie Taylor, the "we" pronoun is frequently referred to. Consequently, the article has a greater claim to validity and authority, as it implies that a number of people researched and discussed the best courses of action in order to be the 'right kind of girlfriend.' Probably closer to the truth is that the article is the conception of a free-lance writer trying to be published. However, if the women reading the article was led to believe that, its ability to be normalizing influence would decrease.

The content of the article is directly related to defining the role of the good wife and, before that can be accomplished, the good girlfriend. Currently, the requirements to be a good wife call for those particular qualities thought to be feminine. Weedon includes the requirements of patience, emotion, and self-sacrifice (2). The article in Cosmopolitan is an advocate of these 'virtues'. The opening line is a quotation of a woman asking herself, "When did I turn into such a bitch?" (195). It is the story of Beth, a woman who became angry with her boyfriend one evening when he reneged on their plans to make dinner together in favor of watching Monday Night Football. According to the author, Beth was too demanding and her boyfriend was right to complain that she "always had to have [her] way" (195). The article makes a clear statement that conforming to societal standards of behavior is, for women, the path to happiness. It does not make the mistake, however, of prescribing exact modes of behavior. Instead, the article is comparable to a counseling session designed to help women resolve minor relationship issues; however, all of the recommended behaviors conform to current societal standards. In this way, the article eases women into conformity, showing them that the reward for adhering to society's ideals is having a good boyfriend. In order to ward off these attempts to control women's behaviors, they must first be recognized. Only after the volume and importance of these works are recognized will it be possible to abolish them.