I FORM is the biggest health magazine of Scandinavia. It is a magazine that treats subjects like health food, training, sports gear, sex and relationships. The magazine addresses women directly and only women appear in the magazine. This is a study on how I FORM portrays women in their segment called “Addicted to” (Biten av). It is a study of what kind of stereotypes that are used and also what kind of pictures that has been used to portrait the women. Lastly I try to answer the question of how the portraits in I FORM can recreate or transform the medial use of dominating gender discourses in society. The method of use is the rhetorical text analysis as described in Jostein Gripsruds book Mediekultur och mediesamhälle, where I’m looking at the three first steps of the Partes model. The theoretical framework treats the subjects of primary and secondary socialization, social and personal identity, and the influence of media, gender and stereotypes, both in written text and in pictures. The conclusion of this study is that there is a common use of different stereotypes in I FORM:s portraits. They use their segment “Addicted to” (Biten av) to promote different types of exercises and the women are portrayed differently depending on if the type of exercise is counted as more of a male or a female exercise.