I have a new word: parasocial relationships. These are the realistic-seeming relationships
we develop with characters in the media.
It could refer to celebrities and politicians, but it can also refer to fictional
characters. They develop a sense of
real-ness. We may feel like they are our
friends or rivals. We may adopt some of
their behaviors just like we do with our friends. We forget sometimes, even if just briefly,
that they are not real.
Technology has led to a greater prevalence of parasocial
relationships. They now have the
potential to grow much stronger. Some of
us don’t just want a character in TV; we follow them on Facebook and
Twitter. We read their blogs. Compare this with many of the relationships
we have with real people. I have many old friends or acquaintances who I only
interact with on Facebook or email. It
turns out, I might have more interaction with the fictional character and through
more channels. And because these
channels often conceal the fictional nature of the character, who writes blog
entries and tweets in the first person, they can become just as visceral; just
as real.
A great study in the Journal Self and Identity (and summarized very well here) dives into this phenomenon and draws some conclusions I think you will enjoy
learning about. By “associating” with
these characters and thinking of them as our friends, we can adopt personality
traits that we would not consider in real life.
Walter White. Tony Soprano. This way, we can try out these ideas in a
safe way. Safe physically and safe from
social rejection.
Or we can associate with people we would like to in real
life but don’t have the opportunity, perhaps because they are superwealthy or
famous or popular. We can try on our “ideal
self” when our real self is feeling old and tired.
The article suggests that this is how designers and
marketers implement techniques like persona reviews. Therapists can use them for role playing
exercises with patients. We have been
using these techniques for years, but we can become a lot more immersed in the
role now.
Your Turn
So what characters have you developed a parasocial
relationship with? Or celebrity? Or politician? Maybe a person from history? Then the real question – are there any that
you interact with as if they were real?
Read their blog? Follow them on
Facebook?
