“Hey chat, how’s your day been?”
What are parasocial relationships like?
Twitch subscribers, personalised messages, limited-time drops…the appeal for watching streamers has skyrocketed since the start of the pandemic. Sometimes, these online personalities will even respond back to a chat message, and notice their fans!
Parasocial romantic relationships (PSRRs) are conceptualized as parasocial relationships (PSRs) that involve physical attraction, a sense of emotional closeness, and feelings of being in love or having a crush on a persona. They involve a mostly or completely one-way relationship between the person on the screen and the viewer.
One pertinent (and very common!) example of a PSRR would be a fan spamming their favorite singer multiple times a day for them to follow back or referring to a pop star as their “husband.” Yes, even with imagined “anniversaries” celebrating their “relationship” milestones.
Some celebrities have abandoned their platform altogether to protect their privacy and maintain a safe distance from potentially dangerous fans. Influencers often recount stalking, identity theft, and being ddosed on a regular basis.
There had also been an explosion of the Vtuber streamer phenomenon, the pinnacle of parasocial relationships—during the pandemic. The separation of the real and online self must happen, otherwise it can cause identity issues and dissociation for the influencer.
A pervasive feeling of loneliness in real life may translate to the seeking of online relationships with virtual comfort and a perceived connection. The sheer feeling of having someone else in the room (even if it’s just their voice) can be soothing to some.
However, parasocial relationships can become problematic when they override real connections with quality friends rooted in reality.
Let’s begin with the defining pillars of parasocial relationships.
Characteristics of Parasocial Relationships
Yes, parasocial sounds like a fancy term, but its concept is simple: the viewer imagines a connection with a celebrity figure. They experience a perceived closeness with this persona each time they talk on screen.
Now, what are some of the key defining characteristics of parasocial relationships? From an imbalance of power to the illusion of intimacy, these relationships can wreak havoc on one’s mental health if it starts taking over everyday activities.
One-sided Interaction
Parasocial relationships are asymmetric, involving one-way communication. The obsessed individual forms an imagined connection with a media persona who remains unaware of the fan’s existence.
Imbalance of Power
The media figure holds a position of power in the relationship due to their public visibility and influence. The fan may feel a sense of intimacy or connection, but the power dynamic is inherently unequal.
Illusion of Intimacy
Fans often feel a sense of closeness or intimacy with the media figure, even though the relationship is entirely one-sided. This perceived connection is based on the information and content provided by the media persona.
Emotional Investment
Individuals may invest significant emotional energy, time, and resources into their parasocial relationships. They may feel joy, sadness, or other emotions based on the success or setbacks of the media figure, as if they were personally involved.
Fantasy Fulfilment
Parasocial relationships can provide a form of escapism, allowing individuals to fulfil emotional needs through a fantasy connection with a media personality. This can be especially relevant in situations where real-life relationships are challenging.
Stability and Consistency
Media figures are often perceived as stable and consistent sources of companionship. This can be particularly appealing in times of personal turmoil or when individuals face difficulties in forming meaningful real-world connections.
Media Consumption
Parasocial relationships are facilitated by various forms of media, including television, social media, podcasts, and other content platforms. These mediums allow individuals to observe and connect with the lives of popular media figures.
Transient Nature
Parasocial relationships can be transient, evolving with changes in media consumption habits or shifts in personal interests. Individuals may form new parasocial connections as they discover new media figures or content.
Three Variations of Parasocial Relationships
Now, these one-sided parasocial relationships can be loosely broken down into three categories (or levels), from most common to least common:
- Entertainment–Social
- Intense–Personal
- Borderline–Pathological
Entertainment-Social
This is your average level of admiration for a celebrity figure. At the entertainment level, individuals may develop a superficial bond with celebrities, influencers, or characters from TV shows and films.
This form of connection can enhance the enjoyment of media, create a sense of community among fans, and provide moments of joy through shared experiences.
Intense-Personal
As we move from entertainment to more intense and personal parasocial relationships, the emotional investment deepens significantly. Fans might begin to intertwine their self-esteem and personal identity with the lives of public figures.
They may follow their every move on social media, dissect their personal narratives, and experience genuine emotional reactions to their experiences. And now we enter the obsession zone.
Borderline-Pathological
At this point, the “love” someone harbors for a figure takes a turn for the worst. At the extreme end of the spectrum lies the borderline and pathological level of parasocial relationships, which can manifest as obsessive behavior. Aspects of the dark personality triad could become apparent.
Individuals in this category may feel an overwhelming and pervasive need validate their connection to a figure, leading to compulsive actions such as stalking, excessive online following, or even delusions of reciprocity. This unhealthy attachment can interfere with daily life, potentially leading to social withdrawal and mental health issues.
Virtual Influencers and Brand Promotions: To Chase the Check or Not?
There was a study conducted which was aimed to examine the mediation role of influencer credibility (IC) and the moderation role of self-esteem in the effects of individuals’ parasocial relationships (PSR) with YouTube influencers on their product attitudes (PATs) and purchase intentions (PIs).
Two subthemes emerged: Trust and Similarity in Youtube personalities (the comfortable and reassuring feeling of “they’re just like me!” or “I can totally relate to them!”). People tend to choose friends based on familiarity and relatability.
This brings forth the ethical issue for influencers to select brands they promote. Do they have to agree with the brand’s values, or is the need to chase the cheque more important? Does the risk of losing a chunk of their fanbase override the monetary gain?
Many fashion Youtubers have been accused by their fans of supporting fast fashion and leaving a large ecological footprint. Some of their own brands have pieces made in uncertified and potentially dangerous factories that break human rights’ codes.
Influencers are tasked with the responsibility of catering to both their fanbase and the need to sustain their lifestyle. Sometimes, they reach a tipping point and have to make a choice between playing a character on screen and staying true to their identity.
Shifting Focus from the Screen to Real Life
What does the future hold for parasocial relationships and streamer-viewer ethics?
How “real” is a “friendship” separated by a screen?
These questions will become more pressing as time passes and more public apologies are made from influencers to their fans. These connections are still a relatively new phenomenon perpetuated by the rise of digital streaming.
While parasocial relationships can offer psychological benefits, they’re not a substitute for real, reciprocal interpersonal connections.
It’s crucial for individuals to maintain a balance between media consumption and building meaningful relationships in their immediate social circles. The real connections.
Friendship networks can include (and exclude!) various types of friends: lifelong, best, close, social group, activity, convenience, and acquaintances.
In psychology, Maslow’s hierarchy of needs suggests that personal relationships and connections are close to the middle of the pyramid.
This dictates our shared human need for love, belonging, acceptance, and affiliation with a group. Parasocial relationships are far from a real connection. While there’s a slim chance of such a relationship blossoming into something deeper, could they replace a real, face-to-face connection?
References
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Bi, N.C. and Zhang, R. (2023), ““I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions,” Journal of Research in Interactive Marketing, Vol. 17 No. 2, pp. 157-175. https://doi.org/10.1108/JRIM-08-2021-0214.
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