You probably don’t remember a time when people thought giving women their own cable network was a terrible idea. I do. It was called 1991. As an on-air writer/producer for Lifetime, I end-tagged a promo with “The Network for Women,” and was swiftly chastised by higher-ups at the channel for being anti-men. I got to keep my job, but the tagline had to go. (After I eventually moved on, those same execs christened the net “TV for Women,” which I suppose was more tolerable than empowering those gals via the double-entendre’d “network.”)

Almost ten years later, as the head of marketing for the launch of Oxygen, our Super Bowl spot starred a pink-hatted newborn fist-pumping to a cover by Luscious Jackson of Helen Reddy’s seminal she-power song “I Am Woman.” There was a ton of predictable criticism from the outside world about the channel’s content, some of it warranted. But perhaps nothing stung so sharply for me personally as being warned by a superior that women shouldn’t discuss lipstick and taxes on the same channel. And, being told by another (a man) that we weren’t doing enough to get men to watch. Um, help?

For the record: I have nothing against men. I love men. I just don’t define myself, or women, by them. And I do think a healthy debate on semi-sheer lip gloss and business deductions in the same breath is one of the best parts of being a woman. But let’s face it: the relationship between women and entertainment is still in its awkward stage.

Despite all the badass, high-level women in the media and entertainment industry, it’s clear there’s still much debate about their impact. This month alone, I’m taking part in three panel discussions on two different coasts on the role of women/girls/ladies/chicas/broads etc. in the media, and how its portrayals help or hurt the advancement of women’s causes in the world.

The news from a cultural perspective is mixed too. No doubt, much progress is being made on the front lines – thanks to influencers like Lena Dunham, Amy Schumer, Shonda Rhimes, Jennifer Lawrence, Ava DuVernay and Gina Rodriguez, to name some of my own personal rockstars.

But there are very real issues in the back office of entertainment when it comes to sexual harassment, equal pay, the composition of boardrooms and executive suites, management style, family leaves, self-esteem, etc. These have been big, hairy issues for decades, so why do they still exist? Perhaps we’ve been “good girls” and haven’t made enough of a stink about them? Are we the problem and the solution?

Supergirl‘s big opening ratings might be a step in the right direction, but I think it would be more progressive to present empowerment as a ho-hum, ordinary part of a woman’s life, instead of an amazing superpower that’s borderline freakish. Ordinary women do amazing, superhuman feats every day, and most don’t wear a cape (though tights and Spanx, maybe).

Maybe Amy Schumer had it right in Trainwreck – women must demand their own “satisfaction” (ahem) before anyone else will pay attention. Perhaps if we act like we’re entitled to the things we deserve, culture will fall in line.

And therein lies the problem. For decades we’ve seen research that identifies low self-esteem as the biggest obstacle to career advancement. And how “impostor syndrome” – that nagging feeling that someone’s going to find out you’re a fraud – is a particularly female affliction. For every woman who’s leaning in, there are still too many checking out of the confidence game. (Editor’s note: Journalists Claire Shipman and Katty Kay take on this topic in their book, The Confidence Code.)

I’m hopeful now that the current wave of young feminists (including, among others, my list above) has embraced both the word and its spirit. They are redefining the equality of women as a societal issue, not just one of gender, in the same way that events like Ferguson ignite and unite people across a spectrum of race, economic status, gender and generation. And they’re making it pop, pretty and palatable (hello, Taylor Swift) – a joyful cultural movement with a social backbone of steel.

What’s good for women is good for society and good for the world. Perhaps one day, the idea of channels, panels and organizations that focus on elevating women in media will become quaint and obsolete. But that will only happen if women – and men – commit to making that happen. So let’s keep talking – but loudly. Can I get a fist pump for that?

TruthCo. is a cultural branding and insights company, headed by CEO Linda Ong, that analyzes the current cultural landscape to deliver actionable recommendations that keep entertainment brands and their offerings relevant.

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