The word "bitch" is becoming increasingly socially acceptable, if not desirable, used in a casual salutation or as a term of endearment among girlfriends. The present study examines the word "bitch" and how it is being used—and more importantly, to what effect—among a college-aged cohort of women. Guided by both the feminist communication paradigm and grounded theory, the present study explores women's use and acceptance of the word "bitch," as well as exposes possible explanations for this population's use and acceptance.

The present study consisted of two phases: focus groups and one-on-one interviews. Results indicate that the casual use of the word "bitch" is highly acceptable among college-age females. Additionally, the data collected clearly demonstrate two seminal findings of the study: the casual use of the word "bitch" has been encouraged and perhaps even initiated by mass media, and that the word "bitch" is becoming to women what the "N-Word" has become to Blacks. Finally, Apathy theory is generated and introduced for possible use in future mass communication research.