Parasocial
Theory

Year: 1956

Theorists: Donald Horton and R Richard Wall

Background: In the early days of television these theorists suggested that the media allows audiences to develop a perceived relationship with fictional characters, personalities, and celebrities after multiple exposures.
More recently, media theorists have examined how audiences form parasocial relationships. Bloggers, podcasters, influencers or vloggers on YouTube, are able to connect with their audiences via likes, comments, shares, and subscribe. These abilities to connect can contribute to the development of parasocial relationships.
A 2016 study by Jion Kim and He Yong Song found that self-disclosure via social media contributed to parasocial relationships by making audiences feel more like these celebrities were part of their lives. In turn this can influence the way audiences respond to these figures, for example, buying recommended products or shaping their beliefs.

Key terms:

-              Parasocial relationship: a one-sided relationship that a media user engages in with a media persona

-              Self-disclosure: process of communication by which one person reveals information about themselves to another

Level of media power:  ★★/★★★