The evolution of women's press in Spain: from La Pensadora Gaditana to blogs

Although women's press has a long tradition in Spain, very little scientific literature has focused on it. Digital and traditional media seek to coexist today so it is important to consider the evolution of press from its inception to the present in order to determine what changes may be in store. This paper analyzes the evolution of the commercial women's press in Spain on the basis of two aspects: its thematic content according to its normative femininity and its use of attractional discourse strategies based on an involving style. These two characteristics allow an analysis of the past and current situations, taking fashion blogs into consideration in the present phase since they appear to be on the way to becoming the new form of women's press. The difference lies today in who decides what feminine is: users and not only companies can be decisive in this respect. This paper is based on the empirical results obtained in the authors' previous studies and on the research of other authors who have investigated publications of this type.