The Mouse and the Wizard: A Comparison of Disney and Universal Online Theme Park Fan Communities

Abstract

This thesis analyzes how theme park fans use online communities and how fans react to corporate decision-making in theme parks. By contrasting the online communities of Disney and Universal fandom, this study examines how fans’ use of online community and their reactions to corporate decisions differ based on how the theme parks brand themselves. This study found that online theme park fan communities are most often used for factual information-sharing but are increasingly becoming useful outlets for fans’ emotional expression, especially in more active online communities which play a significant role in fans’ daily lives. The research also gave light to how individuals feel about theme park parent companies’ seemingly conflicting values of corporate profit and providing positive experiences for the American people. Ultimately, the thesis contributes to the field of sociology by increasing understanding of fandom, online communities, and consumer reactions to corporate branding strategies.