The overall aim of this study is to examine how Swedish women’s youth- magazines describes women. Through a social constructivist perspective, this essay particularly focuses on how the magazines deals with issues of gender and sexuality and what norms they reproduce. The magazine’s image of the young Swedish woman is a somewhat complex one, although one thing is strikingly clear: she is very different from men. While adjectives as hard, cold and tough are being ascribed to the latter, the woman is often depicted with more “soft” qualities. In some cases she is portrayed as an emotional and goodhearted little princess that faithfully is waiting for “mr. Right” (heterosexuality is a consistent assumption), while in other cases the magazines seem to urge her to take responsibility for both her own and the man’s sexuality and pleasure.