To Örebro University

The purpose of this study is to analyse how two modern magazines in Sweden visually produces the image of a healthy lifestyle for women through their covers, and also to identify which ideals, norms and stereotypes that are communicated. The study is based on a flexible semiotic method adapted to socialsemiotic concepts and the analysis is based on a theoretical framework that explains how images and words are constructed. In addition, a comparison of the results from each magazine is made to identify any similarities and differences between the magazines. The results of this study show two health magazines with seemingly different definitions of health and the associated lifestyle. Both of the magazines share production of health that is characterized by predominantly happy, slim women and routine advices about diet, fitness and beauty. But the ideals and the stereotyping tendencies differ and appear in different ways.