This study aims to analyze the media discourse about feminine sexuality produced by Portuguese magazines. Texts about female sexuality published in six types of magazines between 1965 and 2006 were content analyzed. The results showed that Portuguese media's discourse on sexuality is not only becoming more liberal but is also characterized by ambiguity and contradiction. Within a "progressive" discursive framework for sexuality, tensions and double standards for women are still noticeable. The media discourse in Portugal continues to reinforce the established gender hierarchy and inequality in heterosexual relationships and maintain traditional gender roles.Keywords sexuality, gender, women, media, culture, Portugal 2 SAGE Open conducted in the United States using two groups of adolescent girls, showed clear differences in the construction of femininity that was linked to the specific sociocultural characteristics of the two groups. Skeggs (2003, as cited in Jackson & Scott, 2004 added that norms for feminine sexual "decency" are different for each social class: For middleclass women with economic resources, sexual encounters are seen as a means to affirm autonomy, freedom, or status, while the same behavior from lower-class women incites social dislike and pejorative labeling.Despite these macro-and microcultural variations, most cultures endorse different expectations, rules, and values for both genders, and the global tendency is toward the restriction and subordination of female sexuality (Benkert, 2002;Hust et al., 2008).The notion that gender norms for sexuality follow a double standard (Alferes, 1997;Hust et al., 2008;Jackson & Scott, 2004;Nogueira, Saavedra, & Costa, 2008) that encourages women to marry (Cancian & Gordon, 1988;Erel, 2011;Press, 2011) and permits men to have multiple sexual liaisons (Alferes, 1997;Saavedra et al., 2010) is not new. What is perhaps more noticeable is the pervasiveness of these standards in a time of the apparent "liberation"/"banalization" of sexuality, in which several authors have discussed the "sexualization of culture" (Gill, 2008;Ringrose, 2011) and the "hyper-sexualization" of women (Gill, 2008(Gill, , 2010.In fact, although a discourse of apparent liberation and "openness" prevails in popular and media representations, some studies reveal anomalies and contradictions within these discourses (Alferes, 1997;Crawford & Popp, 2003;Jackson & Scott, 2004, 2007. Tolerance of casual and premarital sexual relationships occurs simultaneously with the hope of a serious, loving relationship (Jackson, 2001); tolerance of homosexuality and serial relationships coexists with the reinforcement of heterosexuality and monogamy as an ideal (Harvey & Gill, 2011;Jackson & Scott, 2004). This coexistence of change and continuity is, as suggested by Jackson and Scott (2004), "indicative of a persistent unease about the sexual that sits side by side with an acceptance of greater sexual freedom and diversity" (p. 235).Whereas some authors argue that heterosexual relationships are mo...