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My favourite streamer: The pitfalls of parasocial relationships
Parasocial romantic relationships (PSRRs) are conceptualised as PSRs that involve physicalattraction, a sense of emotional closeness, and feelings of being in love or having a crush on apersona. They involve a (mostly) one-way relationship between the person on thei one pertinent (and very common!) example of a PSRR would be a fan spamming their favourite singer multiple times a day for them to follow back or referring to a pop star as their “husband.”Yes, even complete with imagined “anniversaries” celebrating their “relationship” milestones.
Some celebrities have abandoned their platform altogether in order to protect their privacy andmaintain a safe distance from potentially dangerous fans. Influencers often recount stalking, identity theft, and being dosed on a regular basis.
There was also an explosion of the Vtuber streamer phenomenon, the pinnacle of parasocial relationships especially during the pandemic. The separation of the real and online self must happen, otherwise it can cause identity issues and dissociation for the influencer.
A pervasive feeling of loneliness in real life may translate to the seeking of online relationships with virtual comfort and a perceived connection. The sheer feeling of having someone else inthe room, even if it’s just their voice, can be soothing to some.
A pervasive feeling of loneliness in real life may translate to the seeking of online relationships with virtual comfort and a perceived connection. The sheer feeling of having someone else inthe room, even if it’s just their voice, can be soothing to some.
However, parasocial relationships can become problematic when they override real connections with quality friends rooted in reality.
Let’s begin with the defining pillars of parasocial relationships.
Characteristics of Parasocial Relationships
Yes, parasocial sounds like a fancy term, but its concept is simple: the viewer imagines a connection with a celebrity figure. Now, what are some of its defining characteristics?
One-sided Interaction
Parasocial relationships are asymmetric, involving one-way communication. The individual forms a connection with a media persona who remains unaware of the fan's existence.
Imbalance of Power
The media figure holds a position of power in the relationship due to their public visibility and influence. The fan may feel a sense of intimacy or connection, but the power dynamic is inherently unequal.
Illusion of Intimacy
Fans often feel a sense of closeness or intimacy with the media figure, even though the relationship is entirely one-sided. This perceived connection is based on the information and content provided by the media persona.
Emotional Investment
Individuals may invest significant emotional energy, time, and resources into their parasocial relationships. They may feel joy, sadness, or other emotions based on the success or set backs of the media figure, as if they were personally involved.
Fantasy Fulfilment
Parasocial relationships can provide a form of escapism, allowing individuals to fulfil emotionalneeds through a fantasy connection with a media personality. This can be especially relevant insituations where real-life relationships are challenging.
Stability and Consistency
Media figures are often perceived as stable and consistent sources of companionship. This can be particularly appealing in times of personal turmoil or when individuals face difficulties informing meaningful real-world connections.
Media Consumption
Parasocial relationships are facilitated by various forms of media, including television, social media, podcasts, and other content platforms. These mediums allow individuals to observe and connect with the lives of popular media figures.
Transient Nature
Parasocial relationships can be transient, evolving with changes in media consumption habits or shifts in personal interests. Individuals may form new parasocial connections as they discover new media figures or content.
Virtual Influencers and Brand Promotions: To Chase the Check or Not?
There was a study conducted which was aimed to examine the mediation role of influencer credibility (IC) and the moderation role of self-esteem in the effects of individuals' parasocial relationships (PSR) with YouTube influencers on their product attitudes (PATs) and purchase intentions (PIs).
Two sub themes emerged: Trust and Similarity in Youtube personalities (the feeling of “they’re just like me!” or “I can relate to them”). This brings forth the ethical issue for influencers to select brands they promote. Do they have to agree with the brand’s values, or is the need to chase the cheque more important?
Many fashion Youtubers have been accused by their fans of supporting fast fashion and leaving a large ecological footprint. Some of their own brands have pieces made in uncertified and potentially dangerous factories that break human rights’ codes. Influencers are tasked with the responsibility of catering to both their fanbase and the need to sustain their lifestyle.
Another example of when a virtual influencer wreaked havoc on their fans was when beauty Youtuber Zoella started flashing on social media that she enjoyed “yelling for help” from her window “for fun” to elicit attention from people who pass by. This caused an uproar on social media, with past fans finding her problematic (especially in the therapy scene) and abusing her fame.
Shifting Focus from the Screen to Real Life
What does the future hold for parasocial relationships and streamer-viewer ethics? How “real” isa friendship separated by a screen? These questions will become more pressing as time passes and more public apologies are made from influencers to their fans. These connections are still a relatively new phenomenon perpetuated by the rise of digital streaming.
While parasocial relationships can offer psychological benefits, they’re not a substitute for real, reciprocal interpersonal connections. It’s crucial for individuals to maintain a balance between media consumption and building meaningful relationships in their immediate social circles. The real connections.
In psychology, Maslow’s hierarchy of needs suggests that personal relationships and connections are close to the middle of the pyramid. This dictates our shared human need for love, belonging, acceptance, and affiliation with a group. Parasocial relationships are far from areal connection.
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