The protagonist, my Facebook friend: How cross-media extensions are changing the concept of parasocial interaction.

Kyewski, Elias; Szczuka, Jessica M.; Krämer, Nicole C.

doi:10.1037/ppm0000109

Cited by 7 publications

(14 citation statements)

References 36 publications

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“…al 2014 ) as has PSRs with news anchors on Facebook (Farmer 2012 ). Cross-media extensions such as friending a fictional TV character who has a Facebook account has been shown to increase parasocialization with characters (Kyewski et al 2018 ). Likely because social networking sites are used for marketing as well as entertainment, much consumer research has also examined PSI on social networking platforms.…”

Section: Brief Summary Of Relevant Parasocial Researchmentioning

confidence: 99%

Parasocial Interaction, the COVID-19 Quarantine, and Digital Age Media

Jarzyna¹

2020

Hu Arenas

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Parasocial interaction, or the one-sided relationships individuals form with characters from television and other media can have negative and positive outcomes. By noting the positive aspects of parasocial interaction and implementing them, individuals can improve their well-being. For instance, while parasocial interaction should not replace real relationships, the behavior can supplement them in filling social needs and decreasing loneliness. Such interaction is helpful for individuals when socialization is not attractive or possible due to a variety of causes. While this type of supplementation has typically been studied in the context of internal shortcomings, it likely also occurs when social deficits are invoked externally, such as through long-term work in remote areas. With the explosion of digital media in the last 25 years, opportunities to augment the fulfillment provided by real relationships with parasocialization have never been so great. Moreover, the recent COVID-19 quarantine greatly restricted real socialization. Those who live alone had e-mail and video calls to sustain them, but virtually no physical contact if they abided quarantine rules. During this time, people appear to have relied on social media and binge-watching streamed series to give themselves a feeling of connection with others more than ever before. The effect of such social surrogacy during the quarantine is only one of many parasocial interaction topics that emerge in the wake of the first wave. This paper will review the relevant digital era literature on parasocial interaction and suggest several areas of exploration into the phenomenon contributed uniquely by the quarantine.

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Section: Brief Summary Of Relevant Parasocial Researchmentioning

confidence: 99%

Parasocial Interaction, the COVID-19 Quarantine, and Digital Age Media

Jarzyna¹

2020

Hu Arenas

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“…Based on previous research indicating that actual interaction on social media promotes the experience of PSI (e.g., Kyewski et al, 2018), in the present study, we assumed that followers' actual interaction on social media, in terms of watching posts, commenting, or liking, would support the experience of PSI with the historical figure Sophie Scholl. Hence, we derived the following hypothesis:…”

Section: Psi With Historical Figures On Social Mediamentioning

confidence: 88%

“…Therefore, there is an intensive discussion in the literature of whether the concept of PSI can be transferred to social media (e.g., Gleich, 2022). Studies transferring PSI to the research field of social media have indeed shown that this novel manner of reciprocal interaction positively affects the experience of PSI (Kowert & Daniel, 2021;Kyewski et al, 2018). For example, Kyewski and colleagues (2018) demonstrated that actual interaction (e.g., commenting) impacts PSI with a fictional character on Facebook.…”

Section: Posting From Thementioning

confidence: 99%

“…Therefore, it is strongly debated whether the concepts can be transferred to social media, given that the (parasocial) interaction might be either reciprocal (Reinikainen et al, 2020) or "one-and-a-half sided" (Kowert & Daniel, 2021). Nevertheless, studies have indicated that actual interaction with a media figure on social media can encourage PSI and PSR (Kyewski et al, 2018;McLaughlin & Wohn, 2021).…”

Section: The One-and-a-half Sided Psi On Social Mediamentioning

confidence: 99%

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Posting from the Past - A Longitudinal Study of the Potentials of Parasocial Interaction with a Historical Figure for History Education

Frentzel-Beyme¹,

Holtze²,

Szczuka³

et al. 2022

Preprint

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Historical figures were increasingly brought onto Instagram providing insights into the past from a first-person perspective by nonverbally and verbally addressing followers in stories or posts. This type of representation is known for promoting parasocial interaction (PSI), the illusion of a face-to-face interaction with a media figure. Consequently, historical Instagram accounts may offer a novel platform for historical learning via PSI with historical figures. This longitudinal study aims to investigate PSI and actual interaction (e.g., liking, commenting) with the historical figure on social media and the resulting educational potentials: interest in and knowledge about the historical figure, and followers’ consciousness of the accounts’ fictionality and characteristics of the past. To investigate this, followers of the German historical Instagram account: ichbinsophiescholl, were surveyed at two time points (t1: N = 239; t2: N = 84). The findings revealed that followers’ actual interaction was positively related to the experience of PSI, which was in turn supported by their general interest in history. PSI did not increase over time but was positively associated with interest in the historical figure. Moreover, followers experiencing PSI were more aware of the historical characteristics of the account but less aware of its fictionality.

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“…More recently, Lou (2021) defines this relation as a more enhanced version of parasocial relation -or the so-called trans-parasocial relation -and describes it as collectively reciprocal, (a)synchronously interactive and co-created. Indeed, the interactive nature of social media platforms allows influencers to address their followers directly through their posts, thus overcoming the fourth wall and intensifying PSRs (Kyewski et al, 2018). According to Berryman and Kavka (2017), such posts are an "expressive performance of vulnerability" (p. 313) that appears to invite the audience into the influencer's personal life.…”

Section: Social Media Influencersmentioning

confidence: 99%

The Dynamics of Influencer Marketing

Monzoncillo¹

2022

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His research and teaching interests include international media strategies, media branding, media business models, media and cultural policy, social media and media industries/cultural industries.YouTube, Instagram, Facebook, Vimeo, Twitter, and so on, have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence.What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more.Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence. The Dynamics of Inf luencer MarketingThis series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice.It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing 'mix' -from product development, consumer behaviour, marketing analysis, branding and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.

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The protagonist, my Facebook friend: How cross-media extensions are changing the concept of parasocial interaction.

Cited by 7 publications

References 36 publications

Parasocial Interaction, the COVID-19 Quarantine, and Digital Age Media

Parasocial Interaction, the COVID-19 Quarantine, and Digital Age Media

Posting from the Past - A Longitudinal Study of the Potentials of Parasocial Interaction with a Historical Figure for History Education

The Dynamics of Influencer Marketing

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