Starting from the theories that prolong mayor influence of media as the agency of socialization and criticism of gender representation in the media, in this work we observed whether the image of women in Disney's animated films has changed during the time, and if so, in which way the change happened. Basic dimensions of gender roles of the heroines that have been placed in one of the most influential franchises named Disney's Princesses are described in the essay. More precisely, all of the 12 animated films and 13 heroines that had been emerging from 1937 to 2013 were embraced in the analysis. During the research close attention has been given to the activities heroines are committed to, communications they make, their physical appearance, goals, and also the attitude towards marriage and sexuality. The main finding is that the, oldest" heroines (those who appeared between 1937 and 1959) are represented in accordance with the expectations of the patriarchal culture of the period (an obedient and a hardworking woman, excluded from a society, with getting married as her only life goal), while the latter princesses are presented in a highly different manner, being independent, educated and rebellious. Also the analysis showed that with the princesses that made appearance during the last decade, various trends have appeared. It turned out that some of them have chosen the road of emancipation while the other ones show indications of retraditionalization.