Beyond subcultures, Aline Regina Maldener examines youth "mainstream" in Western Europe in the 1960s and 1970s. The latter was not only depicted and transported by commercial youth magazines, youth music programmes on television and youth music films in the cinema, but actively produced. Popular youth media operated within a national and transnational media as advertising and consumer ensemble. In addition to transnational commonalities or hybrid forms, popular youth media retained considerable national specificities. The study shows that the essence of popular youth media lies in the fact that it had to be renegotiated again and again over the course of two decades.