The article considers the effect of the feminist demonstrations hold every year on 8 March on the creation and evolution of society’s image of that movement. Thanks to these demonstrations, the women’s movement has attracted the attention of the large circulation press. The author shows the different ways in which this movement is viewed and assesses its demands in the daily press, depending on the political leanings of the newspaper. She also considers the need to change the strategy and the chances of improving the political effectiveness of the feminist movement.