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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.

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