This research explores cultural shifts in the popularity of the Disney princess in American culture, especially its postmodern resurgence, as well as the complex relationship between Disney’s recent representations of women in the 1990’s and post-feminist ideology. My project begins by analyzing the historic appearance of the Disney female in relation to the women’s movements. I also examine lingering anti-feminist backlash in representations of what I call “New Wave” Disney heroines. Finally, I examine the implications of post-feminist discourse and advertising for young female viewers.