In the last decade, feminism has gained an important prominence in politics across the globe. In this paper we investigate the media dimension of this process. How salient has feminism become in mainstream media? What exactly do the media talk about when they talk about feminism? Which issues are frequently present, and which tend to be overlooked? What is the tone employed when speaking about these issues? How has this coverage evolved? The portrayal of the feminist movement and ideas associated with feminism in mainstream media is crucial for understanding the public’s perception of feminism. To approach this question, we analyse Spanish mainstream media coverage of feminism between 2013 and 2019 through automated text analysis. We show how feminism’s coverage has grown during crucial years in which feminism became a key feature of Spanish politics. Culture-related terms remained the main ingredient of feminist content in mainstream media throughout the period, with a growing presence of more political topics, both institutional and contentious. Key issues like violence and, particularly, equality have maintained a relatively low presence. We show that the tone employed is contingent on the topic to which feminism is associated. The implications of these findings are discussed.