Mass communication and para-social interaction: Observations on intimacy at a distance

Abstract

In this article Horton and Wohl introduce the concept ofparasocial relationshipsto describe the effects that television, radio and theatre stars may have on viewers/listeners. These "new"mass mediamake the story portrayed come to life particularlyvividlyand thus they call forth feelings of friendship on the part of the audience. "Para-social relationships may be governed by little or no sense ofobligation, effort, or responsibility on the part of the spectator. He is free to withdraw at any moment. If he remains involved, these para-social relationships provide aframeworkwithin which much may be added byfantasy. [...] The crucial difference [with social relationships between humans, BB] in experience obviously lies in the lack ofeffective reciprocity... [...] The interaction, characteristically, is one-sided, nondialectical, controlled by the performer, and not susceptible of mutual development." [p. 215] What is amazing about parasocial relationships is that television personalities reach enormous crowds of people and may make every individual of these crowds feel like they have an intimate and individual relationship with them. Also, the television personality is there for long periods of time, and this makes people feel like they have ahistorytogether. [p. 216] Horton and Wohl then describe strategies used by performers to make people feel like they have an intimate relationship with them, followed by a description of the role of the audience.