The Development of Parasocial Interaction Relationships on YouTube

Authors

  • Kate Szer Kurtin California State University, Los Angeles
  • Nina O'Brien California State University, Los Angeles
  • Deya Roy Northeastern University, Boston MA
  • Linda Dam California State University, Dominguez Hills

Keywords:

Parasocial interaction, new media, YouTube, attraction

Abstract

Continuing research on the development of parasocial relationships, the present study modernized a seminal study conducted by Rubin and McHugh (1987) investigating the relationship among communication, liking, and intimacy in forming a relationship with a television character.  This study applied this research to the YouTube video sharing platform to see if such a relationship was evident on social media.  Results of a structural equation model closely replicate the original findings, and confirmed that exposure to YouTube predicted both social and physical attraction.  This attraction was related to parasocial relationship formation, which then positively increased the relational importance. Overall, the results provide justification for extending the theoretical expectations of parasocial interaction to the YouTube context.

Author Biographies

Kate Szer Kurtin, California State University, Los Angeles

Communication Studies Department

Assistant Professor

@prof_kurtin

Nina O'Brien, California State University, Los Angeles

Management and Communication Studies Department

Assistant Professor

Deya Roy, Northeastern University, Boston MA

Department of Communication Studies

Post-Doctoral Fellow

Linda Dam, California State University, Dominguez Hills

Department of Communications

Assistant Professor

@LindaDam6

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Published

2018-05-31

Issue

Vol. 7 No. 1 (2018): The Journal of Social Media in Society

Section

Articles