The Discourse of Equality in Spanish Museums. How Social Media Communicate International Women's Day

International Women's Day on March 8th is an arena for discourse in contemporary Spain, highlighted by intra‐feminist tension and ideological polarization. In their role as sociocultural mediators, museums construct narratives of gender equality. Through discourse analysis, this study scrutinizes the digital strategies used by Spanish museums on various platforms during 8 M (the Spanish acronym for 8 de marzo, or IWD). The empirical findings indicate that women clearly share the foreground nowadays, yet their representation continues to reproduce patriarchal iconographies due to a lack of critical, feminist discernment, along with indiscriminate content dissemination on platforms. Addressing these issues requires the use of intersectional narrative frameworks, platform‐tailored dissemination strategies, and inter‐institutional partnerships in order to enhance the transformative potential of museums.