Following the ‘popular’ thread, the essay investigates the complex relationship between female identity and cultural and media consumption. The analysis of the episode films made in the 1960s shows the fundamental importance of the mediatic diet in the definition of the image and role of women. It also reveals their deep ambiguity: a sign of modernization, epitome of the ‘new times’, but also a ballast, which binds women to the traditional models (familiar and social), describing the leave of the norm as ‘deviation’. The broad repertoire of the examined films also allows a first breakthrough in a fundamental genre of the national film productions in the Second Postwar.