Parasocial Relationships in an Era of Social Media

by Summer Feng

While parasocial relationships are often associated with celebrities and actors, the recent skyrocketed rise of “micro-influencers” on social media apps like TikTok and Instagram have sparked new interest among scientists. Unlike the top elite celebrities, these influencers often create content that feels relatable to the everyday person, such as videos showcasing their daily meals or routines. Though this new wave of content on social media may appear to provide a well-needed break from the lavish lifestyles that celebrities such as the Kardashians show off, it is not as harmless as it looks. 

Parasocial relationships are defined as a one-sided relationship, most commonly seen between a celebrity and their fans. These relationships form through parasocial interaction (PSI), where individuals engage with an influencer’s content and feel a connection to the content creator’s attitudes and interests. This perceived bond creates a false sense of closeness for the viewer, even though the influencer remains unaware of it, therefore forming the one-sided relationship. 

While parasocial relationships carry a negative connotation, this is not always the case. The severity of parasocial relationships range extensively, and some can even be beneficial to the individual. Research suggests that parasocial relationships can particularly help individuals with low self-esteem. Fans may view their favorite celebrities as representations of their ideal selves, leading them to feel closer to that ideal when they engage with the celebrity’s content. Most notably, these self-esteem-enhancing benefits are more pronounced in parasocial relationships than in interactions with real life relationships, highlighting a unique aspect of these one-sided connections. 

However, when moved to the other side of the parasocial relationship “spectrum,” these one-sided interactions can pose great negative effects on the mental health and daily life of both the individual and the influencer. Loneliness, one of the most notable effects of parasocial relationships, impacts primarily the viewer. While parasocial relationships can help alleviate loneliness, as individuals become more invested in them, they may isolate themselves and cause more harm than good. This phenomenon was especially prevalent during the COVID-19 pandemic, which marked the first “explosion” of micro-influencers rising to stardom. Because of the circumstances that kept people isolated from seeing their extended family and friends, coupled with the abundance of free time, many turned to social media to fulfill their social needs. Though effects from COVID-19 on individuals’ mental health may not stem solely from the isolation and unmet social needs, these factors played a significant role in the prevalence of parasocial relationships during that time, with long-lasting effects still felt today. 

Additionally the development of a parasocial relationship often coincides with an addiction to social media. The extremes of these can spiral into obsession, leading individuals to become addicted to the influencer’s content, or the influencers themselves. In many instances, influencers have had to deal with obsessive fans, ending in consequences of having to move houses, increasing security, or even leaving social media altogether. A few years ago, Gabbie Hanna shared her story about being stalked as an influencer. Hanna, a musician and content creator with 6 million subscribers on Youtube, expressed how her experience on social media and stalking intensified during the COVID-19 pandemic. She stated that she became scared of interacting with fans online, as her stalker could have been the one she was engaging with. Due to the anonymity social media provides users, obsessive fans can hide their identities, making the consequences of their harassment much lower. Because of this, when online users aren’t held to the same extent of accountability they are in public, this leads to increased negative behaviors as a result of parasocial relationships. 

With the rise of micro-influencers, the appeal of having someone more “human” to admire and relate to on social media allows individuals to connect with them on a deeper level. While this may be beneficial for the influencer to gain more traction in a short period of time, this also contributes to the increase of parasocial relationships, which can ultimately hurt both the individual and the influencer. 

Bibliography

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