More Than a Like: Understanding Parasocial Relationships in the Age of Social Media
In 2024, over 70% of Gen Z reported feeling “close” to someone they hadn't even met in person, oddly enough a content creator they follow online. This phenomenon, known as a parasocial relationship, has quietly inserted itself from being a niche psychological term to one we refer to constantly as more people experience this bond due to the rise of social media, while the idea of forming a one-sided bond with a public figure isn't new, the rapid and widespread format in which the virtual world is constantly moving has given these connections a more intense and immediate feel. What once required weekly television appearances or occasional magazine interviews now can be available 24/7 through Instagram Stories, Tik Tok videos and Youtube vlogs, which explains these strong attachments our generation holds to these influencers, in this essay I want to also focus on the psychological mechanisms that explain this phenomenon.
The concept of parasocial relationships originated from the work of Horton and Wohl (1956), who described an illusion of intimacy between television personalities and their audiences, in a traditional sense these relationships were largely passive, where viewers consumed the curated television content and imagined a connection with a figure or characters from a series who would never know them personally, a huge example of this in the 90s being with the hit TV show, “Friends” where many reported feeling a part of the group of 20 year olds from the commodities of their own homes. Social Media, however, has changed this dynamic. Influencers and creators not only produce fast content without a set time-frame, but also reply to comments, share more candid moments and speak directly to their audience, which can make this phenomenon feel as though it has blurred boundaries between a fan and a friend.
Psychologists have suggested that parasocial bonds develop because they meet core human needs we all have for belonging, validation, and companionship. An influencer, in this case, who appears authentic, sharing personal struggles, everyday routines and relatable experiences activate the same psychological pathways that are engaged in real-life friendships. Followers see shared values, similar interests or personality traits, which strengthens identification and trust. The more an influencer shares about their personal lives, the more followers feel like they “know” them, even if the relationship remains purely one-sided, popular examples we've all witnessed of this are in figures such as Kylie Jenner, and how years ago it seemed her whole life was documented on SnapChat for millions to see, comment and even inspire themselves with her style of makeup and clothes, a more recent example of this is the Youtuber, Emma Chamberlain which became popular in 2017-18 given her relatable content and humour, sharing small moments which made her followers feel connected to her in a more intimate sense.This sense of intimacy is reinforced by the communities that social media creates, the shared identity of belonging to a fanbase makes the bond feel not only personal but also social.
“Psychologists have suggested that parasocial bonds develop because they meet core human needs we all have for belonging, validation, and companionship. ”
These relationships have positive effects, they offer emotional support for those who feel isolated as well as this, influencers often inspire changes in habits, skills, or attitudes and may provide representation for groups underrepresented in traditional media, as it becomes clear within these parasocial bonds that followers gain information and advice from people they trust or feel identified with. However, with this there are also risks, some followers overinvest emotionally and may expect stability and constant presence from figures they feel attached to, which can lead to disappointment when content changes or when influencers take breaks, additionally, comparisons to curated online images can cause harm in self- esteem, which can also lead to anxiety and disorders such as body dysmorphia, cases of which have increased and impacted our generation greatly given the rise of social media.
Trends suggest that parasocial relationships will continue to develop in new directions. For example, with virtual influencers, computer-generated figures created to attract and gain attention. At the same time, AI companions are now offering interactions that closely mimic human conversation and connections. Together, these evolving technologies cause changes that raise important ethical questions about the manipulation of emotional bonds. As a result, researchers and psychologists are keeping an eye on how these new forms of connection and false reality affect mental health and the behavior of consumers, especially those in the younger generations.
Today, parasocial relationships are stronger than ever because of social media, they grow out of basic psychological needs and are reinforced by constant interaction with these figures through comments, likes and videos, which shape mood, influence identity and guide a persons desicion-making as well as opinions in some cases. At the same time, and because of this they can also bring clear risks when it comes to harming mental health instead of aiding it. Understanding these dynamics helps us be aware and take control of our media habits and also help us set healthy limits since they are now a permanent part of online life.
References
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Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229.
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