So in 2024, it’s right to ask: Are we capable of healthy fandom anymore? Have we reached peak parasocial?
What is a parasocial relationship?
Essentially, a parasocial relationship is typically defined as a one-sided emotional connection people form with celebrities, media personalities, famous athletes, or influencers. It could even be with a fictional character. A 2022 study found that more Americans are engaged in parasocial relationships than they care to admit (51% chose to confess).
The same study reflected that 20% of Americans have experienced genuine bereavement after a celebrity’s death. More people (26%) have been actively upset when a fictional character on TV or film has died, with a further 10% reporting negative mental health effects from celebrity deaths. 7% of the study’s participants say they have “mentally suffered” when a celebrity didn’t respond to them on social media. A parasocial relationship is a broad descriptor, and it has layers.
The internet has created an illusion of a two-way interaction—when someone speaks to the camera, full eye contact, it can feel intimate. And studies show the human brain struggles to regulate any difference between emotions they see on screen and IRL. “Social media platforms allow users to like, comment, and even directly message celebrities,” says Dr. Pamela Rutledge, director at the Media Psychology Research Center and professor emerit in media psychology at the Fielding Graduate University. “Even though direct responses from celebrities are rare, even the possibility of interaction can create the impression of a two-way relationship and heighten feelings of closeness.”
Fans who comment on celebrity posts feel more engaged in the relationship compared to passive viewers, says Dr. Rutledge. And even though direct responses from celebrities are rare, just the possibility of interaction can “heighten feelings of closeness.”
Is a parasocial relationship always bad?
As human beings, we’re innately social creatures. Finding something to relate to in a celebrity is really quite normal, especially when celebrities use their platforms to share their very human struggles, insecurities, and anxieties.
But as Dr. Rutledge explains, online communities can normalize boundary-crossing behaviors. “Fans can justify stalking, harassment, or unsolicited contact by convincing themselves or others that it’s harmless or supportive or that contact is a badge of honor,” she says.
Psychologists Lynn McCutcheon, Rense Lange, and James Houran first devised the Celebrity Attitude Scale in 2002, which evaluates a person’s level of interest (worship, or obsession) with celebrities on three levels: entertainment-social, intense-personal, and borderline-pathological. The highest level is when people aren’t able to control their actions or fantasies involving their favorite celebrity. But that’s a small minority of people—they consider around 3 to 5% of people with parasocial relationships actually meet this criteria. Still, they’ve seen scores on the scale begin to increase year on year.
The pitfalls of parasociality
The evolving digital space has accelerated the development and intensity of parasocial relationships, and social media promotes the expectation of 24/7 access. “When artists don’t respond quickly, post regularly, or keep fans ‘in the loop’ of their lives, fans and followers can feel entitled to demand explanations,” explains Dr Rutlege.
