Market research reveals that younger women think of feminism as a dirty word, or at least, an antiquated one. A triumph for post-feminists maybe, but Ellie Levenson sets out to reclaim it as a noughtie's term.
Even if you don't realise it, she suggests, and have a penchant for bright red lipstick, you probably are a feminist after all (or a "femininisn't", a term that conjers up empowered self-denial).
The book describes how the world has changed since Second Wave Feminism, and why we need a redefinition of the terms of inequality.
Perhaps not essential reading for old style fems, but worth it just to be reminded of Rebecca West's quote: "I only know that people call me a feminist whenever I express sentiments that differentiate me from a doormat or a prostitute."