Based on the data drawn from the Pioneer magazine of the 1970s and 1980s, the author sets the aim to design a discursive model of the woman in the Soviet children's press. The object of study is explored in terms of positive propaganda. Drawing on social constructionism, discourse analysis and multimodal analysis, it is argued that the model of the Soviet woman in the magazine for children was organised around the three parameters: professional activity, social engagement, and family and personal life. The representations of the woman reproduced the state policy aimed at her massive involvement in production and public life. Also, the woman was recognized as an organizing center of a family and a personality capable of being strong and resilient in the most difficult situations. The model was conveyed through various semiotic resources, including a set of genres (fiction and non-fiction) and personalities, pragmatic strategies, photos and illustrations. The author pinpoints the key strategies of representation: positive evaluation, precision, emotionalization, and ambivalent representation. They were actualized through lexical and grammatical resources, multimodal complexes, and the logic of narrative. The strategic usage of linguistic and multimodal means indicates that the representations of the Soviet woman in the magazine for children did not play a passive role justifying social expectations. Instead, they were employed to construct social norms and practices. Thus, the younger generation received axiologically charged representationsthat translated the model of the social structure and the role of the woman, reflected the modern realities and at the same time set the desired patterns of social practices in accordance with state policy for grown-ups.