Today, the mass media have become the main source of news and information, and among them are Internet portals that produce content available to the broadest social masses. Daily exposure to these contents shapes the opinions and attitudes of the population, which is why it is important for the media to put ethics and responsibility in the first place when reporting. However, in the process of attracting readers, discrimination and sexism often prevail, which are so normalized in today's Croatian society that they are usually not perceived as problematic at all. The main goal of this paper is to show the deep roots of sexism in media content through the analysis of posts on the Facebook page Seksizam naš svagdašnji, while the purpose includes exposing covert sexism and raising awareness of readers. The sample consists of the last hundred posts from the site at the time of their collection, and the largest share consists of articles on various Internet portals. Qualitative content analysis was used in the analysis and four key codes were identified, namely sexism, homophobia, transphobia and violence. Sexist content on Croatian internet portals most often refers to the objectification and hypersexualization of women when advertising products and services and in their workplaces. In addition, there is homophobia, transphobia, and inappropriate reporting of violence that is often trivialized and romanticized.