Feminism and Cover Girls: an Intersemiotic Translation in Contemporary Women's Magazines

This paper problematizes the construction of new visual narratives about "being female" on the main covers of Mexican women's magazines, publications that have appropriated the main distinctive features of the current feminist movement to generate new meanings through the same point anchor and support, the body. These representations that arise under the neologism femvertising, an advertising trend that seeks to empower women and girls through pro-feminine messages, can be studied as a result of an intersemiotic translation, that bets on a generational change in the representation of femininity.