Parasocial relationships: levels of parasocial relationships, the absorption addiction model and the attachment theory explanation

Parasocial relationships refer to the one-sided connections that individuals form with media figures, such as celebrities, television characters, or social media personalities. Here's a breakdown:

1. Definition: A parasocial relationship is a psychological phenomenon where an individual develops a sense of closeness, attachment, or familiarity with a media persona, despite the lack of real-life interaction or reciprocal communication.

2. Theories:

   • Parasocial Interaction Theory: Developed by Horton and Wohl in 1956, this theory suggests that audiences develop parasocial relationships with media figures as a result of repeated exposure and the illusion of intimacy created by media content.

   • Absorption-Addiction Model: This model proposes that individuals with unmet social needs may become more absorbed in parasocial relationships, sometimes leading to addiction-like behaviors towards media figures.

3. Examples:

   • Fans feeling emotionally connected to characters from TV shows or movies.

   • Social media influencers having dedicated followers who feel close to them despite never meeting in person.

   • Celebrities having devoted fans who feel deeply invested in their personal lives.

4. Research:

   • Attachment Theory: Some researchers explore parasocial relationships through the lens of attachment theory, examining how individuals may form secure or insecure attachments to media figures.

   • Media Effects: Studies investigate the impact of parasocial relationships on individuals' attitudes, behaviors, and well-being, including effects on self-esteem, loneliness, and purchasing decisions.

   • Social Identity Theory: Researchers examine how parasocial relationships contribute to individuals' sense of identity and belonging within fan communities.

5. Implications:

   • Parasocial relationships can fulfill social and emotional needs for individuals who may feel isolated or disconnected.

   • They can influence consumer behavior, brand loyalty, and celebrity culture.

   • Excessive attachment to parasocial relationships may have negative consequences, such as unrealistic expectations or decreased satisfaction with real-life relationships.

Overall, parasocial relationships are a complex area of study within media psychology, shedding light on the intersection of media consumption, social behavior, and psychological well-being.

PSRs are often formed because the individual lacks the social skills or opportunities to form a real relationship.
PSRs do not involve risks present in real relationships, such as criticism or rejection.

PSRs are likely to form because the individual views the object of the PSR as (i) attractive and (ii) similar to themselves.

The Attachment Theory Explanation

Bowlby’s theory of attachment suggests that those who do not have a secure attachment earlier in life will have emotional difficulties and attachment disorders when they grow up.

Parasocial relationships are often associated with teenagers and young adults who may have had less genuine relationships to build an internal working model which allows them to recognize parasocial relationships as abnormal.

For example, it may be that those with insecure resistant attachment types are drawn to parasocial relationships because they do not offer the threat of rejection or abandonment.

The Absorption-Addiction Model

McCutcheon (2002) proposed that parasocial relationships form due to deficiencies in people’s lives. They look to the relationship to escape from reality, perhaps due to traumatic events or to fill the gap left by a real-life attachment ending.

Absorption refers to behavior designed to make the person feel closer to the celebrity. This could be anything from researching facts about them, both their personal life and their career, to repeatedly experiencing their work, playing their music or buying tickets to see them live, or paying for their merchandise to strengthen the apparent relationship.

As with other Addictions, this refers to the escalation of behavior to sustain and strengthen the relationship. The person starts to believe that the ‘need’ for the celebrity and behaviors become more extreme and more delusional. Stalking is a severe example of this behavior.

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The absorption-addiction model can be viewed as more of a description of parasocial relationships than an explanation; it states how a parasocial relationship may be identified and the form it may take, but not what it is caused by.

Methodologically, many studies into parasocial relationships, such as Maltby’s 2006 survey, rely on the self-report technique. This can often lack validity, whether this is due to accidental inaccuracies, due to a warped perception of the parasocial relationship by the participant, genuine memory lapses, or more deliberate actions.

For example, the social desirability bias makes the respondents under-report their abnormal behavior. There is often competition between fans of celebrities to see who is the ‘biggest’ fan, which may lead to an exaggeration of the behaviors and attitudes when reporting the relationship.

McCutcheon et al. (2006) used 299 participants to investigate the links between attachment types and attitudes toward celebrities. They found no direct relationship between the type of attachment and the likelihood that a parasocial relationship will be formed.

Portrays a negative view of human behavior – PSRs are portrayed as psychopathological behavior like calling them ‘borderline pathological’ – Theory may be socially sensitive as it implies that such behavior is a bad thing when it may actually provide support for those who struggle with real-life relationships, it may be more appropriate to adopt a positive, humanistic approach.

Parasocial Relationships

Levels of Parasocial Relationships

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Parasocial relationships are one-sided relationships where one partner is unaware that they are apart of it.

Levels of Parasocial Relationships

Parasocial relationships may be described as those which are one-sided, Horton and Wohl (1956) defined them as relationships where the ‘fan’ is extremely invested in the relationships but the celebrity is unaware of their existence.

Parasocial relationships may occur with any dynamic which elevates someone above the population in a community, making it difficult for genuine interaction; this could be anyone from fictitious characters to teachers.

PSRs are usually directed toward media figures (musicians, bloggers, TV presenters, etc.). The object of the PSR becomes a meaningful figure in the individual’s life, and the ‘relationship’ may occupy a lot of the individual’s time.

PSRs are often formed because the individual lacks the social skills or opportunities to form a real relationship.
PSRs do not involve risks present in real relationships, such as criticism or rejection.

PSRs are likely to form because the individual views the object of the PSR as (i) attractive and (ii) similar to themselves.

The Attachment Theory Explanation

Bowlby’s theory of attachment suggests that those who do not have a secure attachment earlier in life will have emotional difficulties and attachment disorders when they grow up.

Parasocial relationships are often associated with teenagers and young adults who may have had less genuine relationships to build an internal working model which allows them to recognize parasocial relationships as abnormal.

For example, it may be that those with insecure resistant attachment types are drawn to parasocial relationships because they do not offer the threat of rejection or abandonment.

The Absorption-Addiction Model

McCutcheon (2002) proposed that parasocial relationships form due to deficiencies in people’s lives. They look to the relationship to escape from reality, perhaps due to traumatic events or to fill the gap left by a real-life attachment ending.

Absorption refers to behavior designed to make the person feel closer to the celebrity. This could be anything from researching facts about them, both their personal life and their career, to repeatedly experiencing their work, playing their music or buying tickets to see them live, or paying for their merchandise to strengthen the apparent relationship.

As with other Addictions, this refers to the escalation of behavior to sustain and strengthen the relationship. The person starts to believe that the ‘need’ for the celebrity and behaviors become more extreme and more delusional. Stalking is a severe example of this behavior.

AO3

The absorption-addiction model can be viewed as more of a description of parasocial relationships than an explanation; it states how a parasocial relationship may be identified and the form it may take, but not what it is caused by.

Methodologically, many studies into parasocial relationships, such as Maltby’s 2006 survey, rely on the self-report technique. This can often lack validity, whether this is due to accidental inaccuracies, due to a warped perception of the parasocial relationship by the participant, genuine memory lapses, or more deliberate actions.

For example, the social desirability bias makes the respondents under-report their abnormal behavior. There is often competition between fans of celebrities to see who is the ‘biggest’ fan, which may lead to an exaggeration of the behaviors and attitudes when reporting the relationship.

McCutcheon et al. (2006) used 299 participants to investigate the links between attachment types and attitudes toward celebrities. They found no direct relationship between the type of attachment and the likelihood that a parasocial relationship will be formed.

Portrays a negative view of human behavior – PSRs are portrayed as psychopathological behavior like calling them ‘borderline pathological’ – Theory may be socially sensitive as it implies that such behavior is a bad thing when it may actually provide support for those who struggle with real-life relationships, it may be more appropriate to adopt a positive, humanistic approach.