By repeatedly using machismo as a means of legitimation, Putin's regime (unlike that of Gorbachev or Yeltsin) opened the door to the concerted use of gendered rhetoric and imagery as a means to challenge regime authority. Sex, Politics, and Putin analyzes the political uses of gender norms and sexualization in Russia through three case studies: pro- and anti-regime groups' activism aimed at supporting or undermining the political leaders on their respective sides; activism regarding military conscription and patriotism; and feminist activism. Arguing that gender norms are most easily invoked as tools of authority-building when there exists widespread popular acceptance of misogyny and homophobia, Sperling also examines the ways in which sexism and homophobia are reflected in Russia's public sphere.