This chapter explores the ways in which dominant notions of sex and gender have been reproduced through contemporary popular culture texts. It begins by grounding students in the sociological understanding of gender roles as socially constructed, yet ‘naturalised’ through a patriarchal ideology of expected feminine and masculine behaviour and emotions. This is demonstrated through a discussion of dominant representations of gender in Hollywood films and popular TV shows. Following Ien Ang’s argument, such texts are understood as sites of ideological subjectification in capitalist society where notions of femininity and masculinity are used to encourage consumption and reinforce gender binaries. Discussing the work of contemporary feminist scholars, the chapter also discusses the shift towards what some have termed ‘post-feminism’, a cultural sensibility in which gender has become reconfigured as an active, individualised and flexible bodily property. The chapter explores a variety of examples from popular culture which demonstrate the complexity of this sensibility, including through advertising and video games. The discussion here also explores women’s reception of such texts, as well as the potential for producing texts of resistance, such as the overtly feminist practices of the ‘riot grrrl’ subculture and the #MeToo movement.