Parasocial interactions refer to the psychological connections individuals form with media figures, such as celebrities, characters in films or TV shows, and social media influencers. These connections can be characterized by feelings of intimacy, attachment, and identification, despite the absence of any real-world interaction. Parasocial interactions have been studied extensively in media studies and psychology, and they have important implications for media students as both consumers and creators of media content.
One of the key theoretical frameworks for understanding parasocial interactions is the uses and gratifications theory, which posits that individuals consume media to satisfy their particular needs and desires (Katz, Blumler, & Gurevitch, 1973). In the context of parasocial interactions, individuals may form connections with media figures to fulfill their need for social interaction, companionship, or escapism (Horton & Wohl, 1956). These connections can also provide individuals with a sense of belonging, identity, and self-esteem (Cohen, 2003).
Parasocial interactions are not limited to traditional media, but have become increasingly common with the rise of social media influencers. Social media platforms allow individuals to interact with influencers on a more personal level, such as through direct messaging or comments, and to feel as if they have a more intimate relationship with them (Bridgman, 2020). These interactions can be particularly powerful, as they blur the line between celebrity and ordinary individuals, making the connection feel more authentic and personal (Tandoc, Ferrucci, & Duffy, 2015).
While parasocial interactions can be positive and fulfilling, they can also have negative consequences. One criticism of parasocial interactions is that they can lead to unrealistic expectations and harmful comparisons. For example, individuals may compare their own lives to the idealized versions presented by media figures, leading to feelings of inadequacy or low self-esteem (Perloff, 2014). Additionally, parasocial interactions can create a sense of dependency or obsession, leading to feelings of distress when the connection is broken (Rubin, Perse, & Powell, 1985).
Another criticism of parasocial interactions is that they can be exploitative, particularly in the context of social media influencers. Influencers may use their connections with followers to promote products or engage in other commercial activities, without disclosing their financial interests (Achrol & Kotler, 2012). This can lead to individuals feeling manipulated or used, and can erode the trust and authenticity of the connection.
For media students, an understanding of parasocial interactions is important both as consumers and creators of media content. As consumers, media students should be aware of the potential negative consequences of parasocial interactions, such as unrealistic expectations or harmful comparisons, and should be mindful of their own emotional investments in media figures. As creators, media students should be aware of the power of parasocial interactions in engaging audiences and should strive to create content that is authentic and transparent, rather than exploitative.
In conclusion, parasocial interactions are a complex and important aspect of media consumption and creation. While they can provide individuals with a sense of intimacy and connection, they can also have negative consequences and should be approached with caution. Media students should be aware of the potential risks and benefits of parasocial interactions, and should strive to create and consume media content that is both engaging and ethical.
References
Achrol, R. S., & Kotler, P. (2012). Frontiers of the marketing paradigm in the third millennium. Journal of the Academy of Marketing Science, 40(1), 35-52.
Bridgman, A. (2020). Parasocial interaction with Instagram influencers: An exploratory study. Young Consumers, 21(1), 1-16.
Cohen, J. (2003). Parasocial break-up from favorite television characters: The role of attachment styles and relationship intensity. Journal of Social and Personal Relationships, 20(2), 187-202.
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 37(4), 509-523.
Perloff, R. M. (2014). Social media effects on young women’s body image concerns: Theoretical perspectives and an agenda for research. Sex Roles, 71(11-12), 363-377.
Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, parasocial interaction, and local television news viewing. Human Communication Research, 12(2), 155-180.
Tandoc, E. C., Ferrucci, P., & Duffy, M. (2015). Facebook use, envy, and depression among college students: Is Facebooking depressing? Computers in Human Behavior, 43, 139-146