Throughout history there have always been female roles defined by culture which defined women’s identity. Today, female identity is constructed by consumer society through different gender stereotypes created for women. Moreover, since more than one identity is mediated for women, mainly through the media, it causes a huge confusion in their mind. In this confusion a lot of women experience identity crises. This process is observable in the two novels that I have chosen to analyze. Helen Fielding in Bridget Jones’s Diary and Candace Bushnell in Sex and the City depict this social problem perfectly and introduce it to us in an engaging manner. The aim of my thesis is to study female roles through these two popular novels and to show how these roles are constructed by consumer society and to what extent these novels seem to be critical towards them.