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On the 28th of June, 1914, a consumptive student, Gavrilo Princip, shot and killed prince Franz Ferdinand, the heir to the throne of the Austro-Hungarian Monarchy. The prince's wife Sofia was also killed by a stray bullet. In the century that has passed since the assassination, the memory of Princip and the cult constructed around him has been distorted beyond recognition. As local and international politics were altered, so changed Princip's image. The memory of Princip now evokes strong reactions not only in the South Slav lands, but in Hungary as well. In what follows, we will examine possible sources for the strong reactions evoked by Princip's memory among Hungarians a century after his act. [ABSTRACT FROM AUTHOR]