Abstract
The new feminine identity has been a frequent topic among scholars dedicated to the study of contemporary culture. For some, the mass media, especially magazines dedicated to female audiences, are greatly responsible for the ideals of identity, success, freedom, maternity, sexuality, morality and citizenship aspired to by women. Hence, feminine identities are constructed by psychological advisers and market agents who present themselves as experts on desires, passions, bewilderments, Recensoes | 247 dreams. However, they are in reality technicians of the self. While this power of influence over women cannot be denied, this article discusses how there are now other sources of information which compete with feminine magazines and which open up new and richer possibilities for female identity construction.
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