Creating new discourses for new feminisms: A critical socio-cognitive approach

Drawing from a critical and socio-cognitive approach to discourse analysis, this paper analyses the discursive creativity deployed by feminists in production of slogans for last 8M (International Women's Day) rallies 2018 2020 Spain. Findings show how creative strategies identified banners, recontextualization multimodal metaphor main, triggered new feminist movements (Feminism 4.0, Feminism 99%), as well salient socio-cultural events taking place within community, are construing optimism, festivity empowerment, that is helping transform gender relations Spanish society.