The aim of this study was to investigate how the images in the Swedish parent magazine Vi Föräldrar depicted parenthood from an equality perspective. Four issues published in 2018 were strategically selected and in order for the images to provide answers to the research questions, delimitations were made. The delimitations resulted in a sample of 44 images, that based on gender theories, were analyzed through a semiotic image analysis

The result showed that the images that depicted fathers often were presented in a playful context and the images that depicted mothers often were presented in a loving and caring context. These discoveries further clarified which elements that affected the interpretation of normative or norm breaking parenting. The study further discussed that magazines, about people addressed to people, still can be further developed in order to create a representation that gives the recipients a righteous picture of the society, from an equality perspective. In other words, a representation that don’t, through normative representations, reinforces the gender contracts.