Blurb:

This essay argues that there is a need for a new form of feminist text analysis which takes account of the changes that have occurred in feminist theory, linguistic theory, Critical Text Analysis and in sexism itself. Rather than relying on relatively simple models of interpretation, this new form of analysis– postfeminist text analysis – demonstrates awareness of the complexity and contextspecific nature of the meanings of words within texts. It is also aware of the necessity to develop new models of analysis for sexism and gender relations. In the analysis of a British advertisement for a dating agency, following this discussion I indicate directions this form of analysis might take.