In this paper, the author compares the conservative normative depictions of sweethearts in campus publications to representations of the figure in sorority newsletters by examining differences in the projection of domesticity, beauty, and passivity between the two types of publications. The author contends that the substantial variances between the images that emerge illustrate the formation of a counter-hegemonic representation of femininity by campus women in sorority publications in comparison to the conservative, normative representations of campus sweethearts in popular culture and campus publications. The author concludes by questioning the premise that Second Wave Feminism's roots--a rejection of patriarchal norms, which gained prominence in the late 1960s and early 1970s on campus--manifested within a small number of rebellious college women during the decades following the Second World War. Instead, the argument is made that components of Second Wave thought developed out of existent strains of thought among campus women. These women did promote beauty, marriage and the ideal of family life; however, they also applauded participation on campus, downplayed the importance of the domestic sphere, and championed campus women preparing to enter the workforce--a very different narrative than traditional campus histories told.