The objective of this article is to identify the representations of the figure of Lucía Hiriart de Pinochet present in the photographs of the Amiga magazine, of the National Secretariat for Women, between the years 1976 and 1979. We are interested in analyzing the discourses that are constructed in around the figure of the “First Lady”, as a symbol of the role that Chilean women had to play in the so-called national reconstruction, after the coup d’état. These discourses are associated with values and symbols related to certain topics such as the homeland, order, the family, and the complementarity between women and men. On the other hand, we are interested in making visible some tensions regarding the role of women, related to conservatism/modernity. The methodology is based on the analysis of the verbo-visual discourse, applied to a corpus of 40 photographs by Lucía Hiriart de Pinochet, published in Amiga Magazine.