Locating the issue of feminism in the institutional context of the print media, we discover two
popular versions of feminism that the media promote, a feminism of choice' and a 'traditional
feminism'. At the same time, they express hostility, both covert and not-so-covert, to organised
women's movements. This simultaneous cooptation and backlash is seemingly a sign of a con
sensus over some of feminism's demands, such as equality, while it also perverts the agenda of
feminism itself—in the interests of a newly liberalised economy and a resurgent majoritarian
religious political party movement.
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