parasocial theory

Introduction

Parasocial theory explores the one-sided relationships that individuals form with media figures, such as celebrities, fictional characters, or social media influencers. These relationships, termed parasocial interactions (PSI) and parasocial relationships (PSR), mimic real-life social interactions but lack reciprocity. This synthesis examines the key insights from recent research on parasocial theory, focusing on the nature, antecedents, and effects of these interactions and relationships.

Key Insights

Nature of Parasocial Relationships:
- Parasocial relationships (PSRs) are perceived interpersonal relationships with media personae, similar to real social relationships in terms of reducing uncertainty and predicting feelings and attitudes .
- PSRs and PSIs are distinct constructs; PSRs are ongoing perceived connections, while PSIs are the illusion of interaction during media consumption .
Antecedents of Parasocial Relationships:
- PSRs are not significantly related to social deficiencies but are strongly correlated with factors that facilitate interpersonal bonds, such as homophily and identification.
- Attachment styles influence the likelihood of forming PSRs, with anxious-ambivalents being the most likely and avoidants the least likely to engage in parasocial behavior.
Effects of Parasocial Relationships:
- PSRs can lead to positive outcomes such as increased loyalty intentions and willingness to provide information to brands, especially in social media environments .
- Parasocial contact can reduce prejudice, suggesting that parasocial interactions can have socially beneficial functions similar to interpersonal interactions.
- PSRs influence consumers cognitively, affectively, and behaviorally, affecting opinions, emotions, and actions both online and offline.
Theoretical Models and Applications:
- Parasocial theory can be integrated into broader social activity frameworks, suggesting that different media use and types of media figures produce varying styles of relationships.
- The Parasocial Contact Hypothesis (PCH) proposes that parasocial interactions can facilitate positive social outcomes, such as reduced prejudice.

Conclusion

Parasocial theory provides a robust framework for understanding the one-sided relationships individuals form with media figures. These relationships, while lacking reciprocity, share many characteristics with real social interactions, including the reduction of uncertainty and the formation of emotional bonds. Factors such as homophily, identification, and attachment styles play significant roles in the development of PSRs. The effects of these relationships are far-reaching, influencing consumer behavior, social attitudes, and even prejudice reduction. As media consumption continues to evolve, parasocial theory remains a valuable lens for examining the complex interactions between media users and media personae.

Summary

Introduction

Key Insights

Conclusion

Sources and full results

Attribution in Social and Parasocial Relationships

Parasocial relationships with soap opera characters are based on reduced uncertainty and accurate predictions of feelings and attitudes, similar to social relationships.

Antecedents and Effects of Parasocial Relationships: A Meta-Analysis

Parasocial relationships (PSRs) are a strong predictor of media involvement and persuasive outcomes, but not of social deficiencies.

Parasocial Interaction: A Review of the Literature and a Model for Future Research

Parasocial interaction (PSI) is a relationship between media users and media figures, but its theoretical development and its integration into ordinary social interaction need further exploration.

The Parasocial Contact Hypothesis

Parasocial contact, such as mass-mediated interactions with minority groups, can reduce prejudice and foster positive responses and changes in beliefs about minority group attributes.

Parasocial Theory: Concepts and Measures

Parasocial interaction (PSI) and parasocial relationships (PSRs) describe nonreciprocated audience interactions with media personae, focusing on the illusion of interaction during viewing and the ongoing perceived connection over time.

Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction

Parasocial interaction theory can help brands foster positive consumer-brand relationships in social media environments, driving increased loyalty intentions and willingness to provide information.

“Digital buddies”: parasocial interactions in social media

Parasocial interactions and relationships can influence consumers cognitively, affectively, and behaviorally through personal social media accounts, supporting the importance of brand spokespersons and ambassadors.

Forming Parasocial Relationships in Online Communities

Parasocial interaction theory can explain how individuals form attachments to media personae in online communities, influencing their consumption behavior.

Attachment Styles and Intimate Television Viewing: Insecurely Forming Relationships in a Parasocial Way

Attachment styles influence the likelihood of individuals engaging in parasocial behavior, with Anxious-ambivalents being the most likely to form such relationships, Avoidants least likely, and Secures showing a middle ground tendency.

“You Are the Type of Person That Children Should Look up to as a Hero”: Parasocial Interaction on 38pitches.com

Parasocial interaction on Curt Schilling's blog, 38pitches.com, involves identification, admonishment, advice giving, and criticism, with negative relational behaviors also present.

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