This volume examines the phenomenon of laddishness and the cult of the girlie in film, TV, advertising, music, politics, literature and society. It interprets these trends as a nostalgic longing for a pre-feminist society which, through the medium of comedy and irony, has been manipulated by popular media as a liberation from political correctness. Contrasting the culture icons of the 1990s with the 1970s tough chicks and the 1980s New Man and Have-It-All Woman, the book aims to show how the rhetoric of "laddism" emerged and how it has infused so many aspects of our cultural identity.