Download - Parasocial interaction theory
Stephen Tindi, Dept of Comm & Media. University of Education, Winneba
PARASOCIAL INTERACTION THEORY
-Befriending people whom we may never really know
In this presentation…i. Basics of Parasocial Interaction theory
ii. What is Parasocial Interaction?
iii. Features of Parasocial Interaction
iv. Factors influencing Parasocial Interaction
v. Effects of Parasocial Interaction
vi. Parasocial Interaction Research
vii. Implications
Basics of Parasocial Theory Parasocial interaction was introduced by Horton and
Wohl in 1956.
Parasocial interaction theory is a media effects
theory
Interpersonal (face to face) interaction and mediated
communication are governed by the same principles
(empathy, sociability, aphability)
Media audience may be enthralled by media content
and are drawn to media personae
The perception of interaction between media
audiences and personalities known through the
media is unidirectional and not real.
What is Parasocial Interaction?
Parasocial interaction is the illusionary
unreciprocated involvement of television viewers
with media personalities or performers (Hartmann &
Goldhoorn, 2011)
“The perception of a television viewer of a relation
with someone known through the media” -Allen and
Gregg (2007)
Example: Movie stars, Tv presenters, talk show hosts,
celebrities, fictional characters , sport men and women
Features of Parasocial Interaction
Parasocial interaction intensifies with every viewing
experience (parasocial episode).
Parasocial interaction may develop in to a parasocial
relationship
The distinction between parasocial interaction and
orthosocial interaction becomes blurred over time
There are differences in how individuals experience
parasocial interaction
Influencing factors Media production techniques
camera angles, close-up shots
Programming antics
Rhetorical questions, conversational presentation
Cognitive processing of media content
Eg: Entertainment Education programs such as soap
opera (Mexican example)
Psychological state of audiences
loneliness, unmet social needs (uses and gratification)
Factors Influencing PSI
AUDIENCE
MEDIU
MCONTENT
PSI
• Television
• Radio
• Internet
• Gender
• Developmental
stage
• Psychological state
• Entertainment Educ.
prg
• Talk shows
• News
• Comedy shows
Effects of Parasocial Interaction
Positive Negative
Social learning
Identity construction
Adolescents
Personal gratification
Indulgence/Addiction to
media content (eg :soap
opera)
Wishful identification
Self-comparison (Body
image)
Aggression
Consequences of break
up of parasocial
relationship
PSI and Research Gender difference in parasocial interaction
Cole & Leets, 1999; Davila-Rosado, 2001
PSI and attachment style
Greenwood, Pietromonaco and Long (2008)
Parasocial interaction and co-presence
PSI and uses and gratification
PSI in online communities
Conclusion and Implications
The line between interpersonal and mediated communication continues to blur.
Oh, is there really any line?
PSI is useful for; Media Content production
Marketing communication and brand endorsements
Change communication (Entertainment Education)
GOT QUESTIONS?
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THANK YOU!