‘Rule Girls’ are heterosexual women who follow precise rules as to how they let themselves be seduced (accept a date only if you are asked at least three days in advance etc). Although the rules correspond to customs which used to regulate the behaviour of old-fashioned women actively pursued by old-fashioned men, the Rule Girls phenomenon does not involve a return to conservative values: women now freely choose their own rules – an instance of the ‘reflexivisation’ of everyday customs in today’s ‘risk society’. According to the risk society theory of Anthony Giddens, Ulrich Beck and others, we no longer live our lives in compliance with Nature or Tradition; there is no symbolic order or code of accepted fictions (what Lacan calls the ‘Big Other’) to guide us in our social behaviour. All our impulses, from sexual orientation to ethnic belonging, are more and more often experienced as matters of choice. Things which once seemed self-evident – how to feed and educate a child, how to proceed in sexual seduction, how and what to eat, how to relax and amuse oneself – have now been ‘colonised’ by reflexivity, and are experienced as something to be learned and decided on.’‘