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!