Does Interactivity Influence Parasocial Relationships? A YouTube Paradigm

• In Event: ICA Plenary Interactive Paper/Poster Session I
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

The one-sided relationship that exists between celebrity and viewer has long been lauded/used as the standard by which all mediated relationships are understood. However, in the context of new media, such as YouTube, it is possible that the relationship can no longer be understood as a parasocial one, but, instead, as one that is social. A survey of 449 YouTube viewers was conducted to understand the relationship that viewers believe exists between them and YouTube content creators. In particular, it explored the realities of the social interactions that the platform provides and how those interactions were affected by four independent variables: intensity, realism, identification, and interactivity. Results indicate that intensity, realism, and identification are all predictors of parasocial interaction and social connection, with interactivity only positively predicting social connection. The paper discusses implications of these conclusions.

Authors

• Haiyan Jia, Pennsylvania State U

• Arienne Ferchaud, Pennsylvania State University

• Enica Castaneda, Pennsylvania State U