Valentine’s Day and Post-feminism in Vogue Spain’s Coverage
Valentine’s Day and Post-feminism in Vogue Spain’s Coverage

Summary/Abstract: This paper explores the relationship between romantic love, consumerism and post-feminist sensibility in the discourse of Vogue in the Spanish context. This study examines the characteristics of post-feminist sensibility in media discourses using the method of thematic analysis and shows that both femininity and female identity are deeply linked to the body.. Vogue presents self-care consumption as a solution to individual problems and portrays romantic love as necessary for women but not men. This work reveals a reinforcement of hegemonic gender norms, with an emphasis on normative bodies, heteronormativity and the association of female empowerment with product consumption.

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