Stereotypes about women in Spanish high-end women’s magazines during the economic crisis

This research study aims to determine whether high-end commercial women‟s magazines have adapted the female stereotypes they present in their pages to the new situation of economic crisis that has affected Spain in recent years. Methods: The study is based on the content analysis of the advertising and information contents of the four most representative magazines, in terms of readership and circulation: Cosmopolitan, Glamour, Elle and Vogue. The analysis focuses on the issues published in July, August and September of 2007, 2011 and 2014. Results and conclusions: The results indicate that the advertising and information contents of the sample of magazines no longer promote the archetype of the superwoman, which was predominant during the last century, and now present a new female model, the glamorous and fashionable woman, who is interested in fashion and is sometimes associated with luxury and exclusiveness.