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What is Parasocial?

The Cambridge Dictionary defines Parasocial (adjective) as “involving or relating to a connection between a person and someone they do not know personally, for example, a famous person or a character in a book”.

In my teens, Bruce Lee used to be my parasocial craze. I would imitate him and even make a Nunchaku at home and pose in front of the mirror. I had posters of him all around the walls of my room.      

Parasocial thus, is a one-sided relationship where you develop an emotional attachment to a celebrity or fictional character, even though the relationship is not reciprocated.

This phenomenon typically occurs through the consumption of media such as television shows, social media, or movies, where individuals feel a sense of connection to the personality or character without any real interaction, such as my complete transformation into Bruce Lee.

What is Parasocial Interaction?

It is perhaps best defined by the relationship I developed with Bruce Lee in my teens, i.e., a one-sided relationship formed between me as an audience and a celebrity, Bruce Lee.

In my ‘imaginary interactions with Bruce Lee’, I felt a sense of connection, familiarity, or even intimacy with him, although he had no personal awareness of me as his ardent fan.

In 1956, two Sociologists interested in the Sociology of Mass Communication, Donald Horton and Richard Wohl first introduced the concept of ‘Parasocial Interaction’. They observed how television viewers could develop a sense of personal connection with on-screen personalities.

Parasocial relationships can be emotionally significant to the audience, leading to feelings of attachment, admiration, or affection. These relationships can also influence behavior, such as the way people dress, their opinions, or the products they buy.

This was evident in advertisers spending billions on daily soaps/soap operas/serial dramas to attract the eyeballs of their target audience.

With the rapid spread of social media platforms, parasocial interactions have become even more prominent, primarily through YouTube.

Though generally harmless, parasocial relationships can sometimes become problematic if they lead to unrealistic expectations or emotional dependence, especially when fans feel deeply affected by the actions of someone they’ve never met personally.

Who is an Influencer?

Having spoken about Parasocial, now let’s turn to the ‘influencers’, and then talk about the Parasocial Influencer/s later.

An influencer binds a community or a group of people with similar demographics.

S/he communicates in such a manner that it resonates with his/her followers and binds them with a common thread. Hence, it creates trust and relatability among his group of followers about the authenticity of the communication.

The influencer also recommends measures to mitigate troubling issues. He/she is also a trendsetter and we follow how he/she dresses, for example. He/she also enlightens/motivates us on the path of peace, if not moksha.

In a nutshell, an influencer arouses the following emotions:

1. Trust: it entails honesty, integrity, reliability, and predictability. It also has vulnerability as a possible fallout. Consistency is yet another parameter to measure trust.
2. Relatability: the influencer looks like a ‘wo/man next door’ and hence relatable, unlike the celebrities who endorse ‘washing powders’ and we know ‘they didn’t ever wash clothes in their entire life’ and it looked fake. On the contrary, a ‘relatable influencer’ will usher in a sense of authenticity, and transparency.
3. Build a community: the level of trust and relatability will translate into an assemblage of a ‘community of people with commonality’-demographic, commercial, social, philosophical, ideological, and spiritual commonality.
4. Help in decision-making: now this community of people will look up to this influencer for seeking help in seeking solace, to start with. They will then start seeking help in deciding the brands that they buy, career paths, investment options, lifestyle, technology, and everything under the sun. They will then go to the extent of imitating the influencer. 
5. Motivational push: the closest synonym for motivational push is when the influencer ‘kick-starts’ your life/career/marriage/social identity
6. In search of deliverance and redemption: in search of spiritual awakening, an influencer is necessary to show the path of salvation and moksha.
7. Democratization of influencers: unlike in yesteryears, we are free to choose our influencers other than a celebrity. There is a level playing ground in the wide canvas of social media platforms. One needs to identify the one that suits him/her.      

Who is a Parasocial Influencer?

Let’s now assemble the definitions of Parasocial and Influencer.

Hence Parasocial Influencers are:

1. Person/s with whom you have a one-sided relationship where you develop an emotional attachment to a celebrity or fictional character, even though the relationship is not reciprocated, and
2. Person/s whom you can trust, with his/her honesty, integrity, reliability, and predictability; who you can relate to, who can build a community of people with commonality, motivate and help you to decide, and also show you the path of salvation/moksha, if need be.  

Where did the Parasocial Influencer come from?

The Twentieth Century saw the advent and the rise of mass media, including radio, television, and feature films, and personalities like Marilyn Monroe and Elvis Presley became cult figures and icons with millions imitating their styles and habits. In the process, mass media created a connection between celebrities and people, influencing their lifestyles, trends, and consumption patterns.  

Then came the digital revolution. With the rise of new media platforms like social media, (YouTube, Instagram, TikTok), and podcasts, they started dominating lifestyle, fashion, and even political discourse.

These stars on YouTube, Instagram, and TikTok became overnight influencers, overshadowing the celebrities. Though Parasocial, these influencers fit the definition of an ‘influencer’ more than a celebrity. They started shaping consumption patterns, societal trends, and even environmental and political movements. Furthermore, their reach is unprecedented, often driving global conversations, trends, and even economic shifts.

Why do the Parasocial Influencers matter in your life?

Because we always needed someone to help us decide. A trusted figure to navigate us through the complex choices, be it in religion, politics, or consumerism. We emulate someone whom we admire, from spiritual figures to modern influencers, based on the need.

With each passing generation, the influencer shapes the cultural norms, beliefs practices, and even movements, reinforcing societal structures and driving changes.

Thus, parasocial influencers and parasocial interactions/relationships have become more pervasive and complex. This explains how people can form meaningful emotional attachments to media personalities, despite the lack of true reciprocity in these interactions.

To conclude, a Parasocial Influencer, whether religious leaders, monarchs, celebrities, or Instagram stars, has always played a role in shaping what people value, believe, and follow. Today’s social media influencers are just the latest in a long list of influencing guides.