Book excerpt: Disney Princesses and Tween Identity: The Franchise in Illiberal Hungary examines how tweens in illiberal Hungary construct verbal and visual identities through engagement with Disney princess animations. Presenting and analyzing ethnographic research in the form of interviews with Hungarian tweens around the time of the populist government’s winning the general elections in 2018, Anna Zsubori reveals the importance of social and cultural context in establishing the Disney princess phenomenon as a heterogeneous cultural force. The ambivalent and sometimes even contradictory ideas of identity expressed by the tweens highlight the role that diverse audiences, local negotiations, and dynamic discourses play in the reception of the Disney princess animations. Combining thematic and semiotic textual analyses of the conversations, tweens’ drawings and building blocks, and broader contextual examinations of the sessions with Hungarian children, this book offers original contributions on both theoretical and methodological levels.