This article draws on Foucault's concepts of discourse and technologies of self to analyze the relationship between young women and the media. More specifically, it sheds light on the various discursive constructions of femininity in the snowboarding media and examines the conditions under which female snowboarders learn to recognize and distinguish between different types of media discourses. It also examines the different ways in which women act on this knowledge, including the production of their own media forms. The article evaluates sexist discourses in the media and their effects on women's snowboarding experiences and considers women-only media forms as a foundation for wider social transformation. Ultimately, Foucault's unique conceptualization of power enables an account of the mundane and daily ways in which power is enacted and contested in snowboarding culture and allows an analysis that focuses on the female snowboarder as both an object and a subject of media power relations.