Paul-Hermann Gruner examines three prominent, successful women's magazines (Brigitte, Für Sie, Freundin) in terms of the concepts of femininity they convey, against the backdrop of five decades of the successful history of the "New Women's Movement." This interdisciplinary study analyzes the fields of language and mass communication, mentality, myth production, and doing gender. It reveals a significant content and visual homogeneity in the ideological construction of gender: The discourse narratives surrounding "femininity" — centered on themes such as beauty, cosmetics, home, decoration, lifestyle, cooking, and dieting — configure a gender-specific conventionality without conservatism. The apolitical marks a political issue: The suggested contexts of female life represent a self.