Media in lifestyle journalism has always had the role of guiding people through lifestyle choices, tastes, and trends - which is especially evident within the rise of consumerism culture where people in the multitude of information need help in choosing. In addition to the role of advisor, lifestyle media have the power to put topics on the agenda and thus give importance to contemporary issues. But they also have the potential to deepen inequalities in society depending on what they advise and prefer. Due to the possible impact of lifestyle journalism, this paper deals with the research of lifestyle electronic publications in Croatia 2020. By combining quantitative and qualitative analysis and critical analysis of discourse, efforts were made to investigate media discourse on male-female relations. It turned out that the portals employ a smaller number of people, and they mostly finance themselves through advertisements, and the lack of funding is the main problem of portals. They see the cause in advertisers who have not yet recognized lifestyle portals as their market. The research also showed that the lifestyle area is still predominantly intended for women, and in the topic of male-female relationships they are typically advised in the context of everyday life, most often on the topic of sexual relations. It is recognized in the discourse that there are contradictions in ideological messages that do not benefit gender equality. The research has opened many questions and concludes that it is, first and foremost, important to think critically.