Creating virtual homes during COVID-19: #HomemadeDisney and theme park fandom’s response to crisis

ABSTRACT Theme parks are sites of popular imagination and cultural touchstones. What the COVID-19 pandemic taught is that they are also compelling when closed. This article focuses on fannish activities exemplified by imaginative posts and sweding videos from #HomemadeDisney and others during the period when global Disney theme parks were closed. This hashtag became a virtual communal space, the site of anxiety and brand loyalty but also invention and creation. Through a textual analysis of these posts, it is possible to grasp participatory culture’s role in contemporary life, the value of affinity groups, the power of social media in brand co-creation, the shifting of fan invention techniques, and the role of influential consumers in inspiring others through creative communication. #Homemade projects exemplified the process of creating virtual homes even as so many remained quarantined in physical homes, with the theme park part of the concept of home.