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Parasocial Interaction
Parasocial interaction is a key construct for understanding the
effects of the entertainment-education strategy as well as different
commercial productions. Researchers of entertainment-education initiatives
have pointed out that the parasocial relationship between the viewers
and the characters can influence the emulation of the desired modeled
behaviors. It can be a facilitator to promote attitudinal and behavioral
changes (Papa et. al. 2000; Sood & Rogers, 2000).
The concept of parasocial interaction first elaborated by Horton
& Wohl (1956), describes a type of interaction between an audience
member and characters represented in mass media as if it is a usual
social relationship. However, unlike face-to-face interactions,
parasocial interactions are unilateral, controlled by the performer,
and not subject to reciprocal development, according to the theorists.
Initially, Sood & Rogers (2000) explain, parasocial interaction
stems from the concept of “pseudo-gemeinschaft”, which
is defined as a simulation of interest to another individual in
order to manipulate the other person more successfully (Rogers,
1994). It is a fictitious friendship between a person from the audience
and a media character. Studying the effects of a 1943 successful
18-hour U.S. War Bond radio marathon, Merton, Fiske & Curtis
(1971) conclude that the popular singer that led the broadcast is
responsible for generating in the audience feelings of reassurance
and a need to believe. Merton and colleagues believe that people
who are alienated and estranged from society need a sense of reassurance,
which is fulfilled by a dedicated and sincere portrayal of the singer.
Therefore, in its inception, parasocial interaction originates in
the field of psychiatry, and is viewed as an abnormal behavior,
derived from feelings of loneliness, fear, inadequate leisure activities,
and limited social interaction (Sood & Rogers, 2000; Giles,
2002).
Studies of parasocial interaction in the context of mass media communication
research are not intensified until the introduction of the uses
and gratifications theory in the 1970’s (Giles, 2000). These
new lines of research encountered a different interpretation for
the parasocial behavior, which is no longer viewed as a problem
of solitude, but rather as a normal occurrence with key long-term
effects (Nordlund, 1978). As explained by Myrowitz (1985) audiences
view television characters as members of their social group, as
if they were their friends:
Even among `average' people, the para-social relationship takes
its place among daily live interactions with friends, family, and
associates. Indeed, `real' friends often discuss the antics of their
para-social friends (p. 120).
Most recent studies of parasocial interaction have been conducted
in the psychometric tradition of uses and gratifications research,
along with other behavioral measures to predict media use (Giles,
2002). Mark Levy (1979) is responsible for important developments
in the research of parasocial interaction. Levy studies the relationship
between older adults and local television news. He conductes focus
group interviews, concerned mainly with viewers’ parasocial
interaction with newscasters. Then he uses this data to elaborate
a 42 item psychometric scale to measure the strength of parasocial
interaction with local newscasters. Subsequently, this scale is
correlated with a number of demographic variables in a sample of
viewers in a larger age range. Some of the items that fit the category
of “most strongly agree” are, “ I compare my own
ideas with those of the newscasters” and “When the newscasters
joke around with each other it makes the program easier to watch”.
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