The aim of our study was to investigate how femininity is constructed on the cover

images of the magazine Damernas värld. We wanted to understand what kind of

pictures

of women that sell and how the image of women has changed over time. We therefore

studied the images from every decade since the magazine started in 1944. We wanted to

find out in what cultural context the newspaper was published and see if and in what

way the woman on the cover of the magazine are portrayed. We wanted to see if we

could identify various myths about the woman by analyzing the cover images of

Damernas värld. In order to draw conclusions about the structure of the femininity, we

conducted a qualitative study where we selected the images from different decades from

the magazines beginning. We have looked at 12 pieces of cover arts

. We have made a semiotic analysis. We have done this by looking at what the cover

images denotation are then find out what they connote. Our conclusion is that the image

of women has changed over this time. The woman has gone from active to passive and

above all to become more objectified. Pictures have become more retouched in the

recent years of the magazine, making the ideal of women in Damernas värld become

more and more unattainable.