Communication scholars in Germany with an interest in promoting gender studies began to organize in 1991. This paper focuses on the goals and achievements of the gender studies perspective within the German-speaking associations. Examples for its considerable innovative potential are taken from public sphere theory, entertainment research and journalism study. The existing classifications have played an important role in mapping out and establishing the field, but they do need to be reworked and extended in order to deal with the “constant flux” of gendering practices (Erikson & Goldthorpe, 1992). New challenges for gender studies stem from a growing distance between feminist practices and theoretical development, from the embracement of feminist concepts by some conservative models of society and from the increasing difficulty for critical analysis given the neoliberal turn in university policies.