This book focuses on the discussion of the women’s liberation movement and feminism in Finnish print media between 1968 and 1985. By analysing this topic, the book demonstrates that a relatively well-developed state of gender equality in a society does not necessarily result in fertile ground for feminist activism. On the contrary, it may hinder the success of more radical claims presented by feminists, and mass media serves as a central player in this. Consequently, the book enhances our understanding of the mechanisms that prevent societies from reaching complete equality, and it shows how cultural specificities influence the ways in which transnational ideas of feminism are adopted in a local context. This is shown by analysing the dialogic relationship between journalists and feminist activists as well as the mediated negotiations of the meanings of feminism within the women’s movement.