Part of "the postmodern transformation of masculinity ... the 1990s 'new lad' was a clear reaction to the 'new man' ... most clearly embodied in current men's magazines, such as "Maxim", "FHM" and "Loaded", and marked by a return to hegemonic masculine values of male homosociality". At a time when "men saw themselves as battered by feminism", one could also consider that "laddishness is a response to humiliation and indignity ... the "girl-power"! "girl-power"! female triumphalism which echoes through the land".