Abstract

The so-called «fourth wave of feminism» shows significant connections with the networked activism and the engagement of female audiences. Nevertheless, the spread among young people of a pop political «sentiment» oriented towards self empowerment is also coupled with controversial market phenomena such as femvertising. The latter, while intercepting the commercial needs of brands, and influencing some publishing companies operating in the field of soft news media and platform journalism, seems to reflect at the same time the ability of self-assertion required by the labour market. This article aims to relate these phenomena with the contents and formats that give shape to the editorial line of these new womens' magazines.