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Purpose – The purpose of this chapter is to analyze how young women from diverse national backgrounds adopt or resist feminist identities. This research is founded on three questions. First, what role does feminism play in the lives of young women from varying geographical and cultural locations? Second, how do media represent and shape understandings of feminism and enactments of femininity? Third, what is the interplay between the perceived relevance of feminism and focus on heterosexual partnering?

Methodology/approach – The research is based on semistructured individual interviews with 13 women. The theoretical framework is based on social movements, feminist, and postfeminist literature.

Findings – I found that the women adhered to media-fabricated stereotypes of feminists such as bra burners, and that despite their differing cultural backgrounds, they shared strikingly similar understandings of feminism. When asked questions about the film Bridget Jones's Diary, many of the women were conflicted with a simultaneous desire for independence and a yearning for traditional heterosexual relationships. The tensions surrounding tradition and modernity, coupled with the perception that feminism is the purview of lesbians resulted in many of them resisting feminist identities.

Originality/value of chapter – This chapter highlights the complexities and contradictions exhibited by young women negotiating feminist identities. It demonstrates how difficult it is for feminism to change with respect to broader shifts in social life when it is saddled with such monolithic and static stereotypes. We must strongly consider the future of feminism if young women fail to see its relevance to their lives.

Welcome to Volume 6 of Advances in Global Leadership. Our objectives in this volume remain the same as in Volumes 1, 2, 3, 4, and 5 of this series (Mobley, Gessner, & Arnold, 1999; Mobley & McCall, 2001; Mobley & Dorfman, 2003; Mobley & Weldon, 2006; Mobley, Wang, & Li, 2009). We seek to advance the definition, conceptualization, and understanding of global leadership processes, and the development of international and global leaders.