The University of Essex research found that people feel more emotionally fulfilled by one-sided relationships with YouTubers like Zoella, KSI, and PewDiePie than by talking to casual friends. Dr. Veronica Lamarche from the Department of Psychology also discovered that people feel cheered up by watching online stars and feel more liked, respected, and understood by fictional characters than by weak-tie acquaintances such as neighbors or co-workers.
The study indicates that watching online celebrities can provide positive reinforcement, even though they are unable to interact directly. Dr. Lamarche hopes that the research, published in Scientific Reports, will bring attention to the role of these parasocial relationships in society as social media continues to develop. According to Dr. Lamarche, parasocial relationships are an important aspect of our psychological well-being, as they make us feel validated and supported, even if we can never meet these celebrities in person. This is not just a last resort for young people, it plays a significant role in our lives.or lonely among us — in our studies, people of all ages reported feeling like they had a strong connection to at least one fictional character, celebrity or online personality that they’ve never met.”
Three studies involving over 1080 individuals were conducted to assess their perception of parasocial relationships.
The majority of participants — 52% — indicated that they have a strong parasocial relationship, with 36% stating that they felt close to a Youtuber.
The research focused on individuals with an average age of 36 in Britain and America and discovered that they believe “one-sided” friendships can meet emotional needs in ways that traditional relationships may not.The study found that people tend to rely on their close relationships to meet their emotional needs, such as romantic relationships or very close friendships. However, it also discovered that individuals may turn to imaginary relationships with fictional characters or people they have never met to fulfill their emotional needs. These imagined relationships were considered more effective than weak ties or acquaintances. Dr. Lamarche noted that individuals naturally believe that their closest relationships are the best way to meet their emotional needs. Nonetheless, the study revealed that individuals may also find fulfillment in imaginary or nonexistent relationships.The study found that when individuals felt that their real-life relationships had let them down, some turned to their parasocial ties with even greater confidence, believing that these connections would meet their emotional needs.
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