How do ordinary citizens make sense of gender politics? While research has examined public support for feminism and gender equality either separately or as interchangeable concepts, far less is known about the meanings citizens attach to these labels and whether they evoke distinct political meanings. This article compares the textual, emotional, and symbolic associations of three related but distinct framings of gender politics: feminism, gender equality, and equality between men and women. Drawing on an original pre-registered survey experiment in Spain, respondents were randomly assigned to define and evaluate one of the three labels, allowing us to analyze their meanings across textual, emotional, and visual dimensions. We find that while most respondents express sympathy toward all three labels, feminism stands as the most contested. Feminism also has the sharpest sociopolitical profile, eliciting greater support from young, highly educated, progressive women. Text analyses reveal that the public frames feminism in terms of collective action, conflict, and women’s identity, drawing heavily on political language, while the other two labels emphasize policy and material concerns. Emotionally, gender politics elicits more positive than negative responses across all three labels, though men report slightly higher negative emotions toward feminism. Feminism is also the only label consistently associated with images of women’s mobilization and protest, reinforcing its distinctively political resonance. These findings show that feminism and gender equality tap related but meaningfully distinct constructs in the public mind, with implications for how scholars measure attitudes toward gender politics and interpret public support for equality-related policies.