Is Fairyland for Everyone? Mapping online discourse on gender debates in Hungary

Abstract Over the past decade, Hungary has become a noteworthy example of democratic backsliding, marked by a pronounced shift towards conservative values and traditional gender roles within government policies. This trend, centred around Christian principles, has manifested in political campaigns actively opposing LGBTQ+ rights and the challenging of normative family structure. The resultant media campaigns and policy implementations have ignited extensive public discourse on gender and sexuality, prominently visible on social media platforms. This study conducts a qualitative analysis of the online discussion surrounding the LGBTQ+ children’s book, Fairyland Is for Everyone, to explore the contemporary gender discourse in Hungary. By examining social media comments under Hungarian online news articles, the research identifies three prevailing discursive lenses—heteronormative familism, neocolonialism, and diversity and inclusion—illustrating both the concurrent rise of anti-gender movements and the fortification of LGBTQ+ allyship in Hungary, while also considering broader transnational trends in LGBTQ+ rights and visibility.