Cohorted Cult

If you’ve spent a lot of time on the internet recently, you’re probably aware that this is the psychological phenomenon referred to as a parasocial relationship.  

A parasocial relationship is defined as a relationship where an individual becomes invested in a person they do not know. We’ve never met them. They don’t even know we exist. But the fierce adoration we feel towards them is uncompromising. The term is most frequently used in reference to celebrities, influencers and fictional characters. Consuming any piece of mass media might lead us down the path of parasocial relationships. And in an age where media is produced expeditiously, celebrities feel more accessible than ever before. But this phenomenon is not new. The term was coined in 1956 by Donald Horton and R. Richard Wohl in reaction to America’s increasing obsession with television, stating it created the illusion of face-to-face interaction with people on-screen. 

We spend an obscene number of hours engaging with fictitious media, so it’s not surprising that the audience forms an emotional attachment to characters. The intimacy we have with them is almost unparalleled. We are privy to their every thought and watch them go through pivotal life moments. We cannot say the same about our real-life relationships, so the bond we forge might appear stronger with those who don’t even exist. The sheer volume of media produced may also result in us spending more time interacting with fictional characters than real people. Though it’s important to not completely relinquish our sense of self to the imaginary realm, this type of relationship can be beneficial because there are very few real-world repercussions. After all, the character is not real so anything we project onto them will simply reverberate back to us.  

YouTube culture functions similarly, with many content creators telling their audience members personal details about their lives to form a deeper connection. They speak to us one-on-one. We know everything about them. It’s hard not to feel like it’s anything other than a friendship. Our proximity to influencers is closer than celebrities as they sell the idea that they are just like us. For them, this relationship is mutually beneficial and integral to their success. The more you win over an audience’s affection, the more money they will invest into the products being sold, massively increasing an influencer’s revenue stream. 

Social media has intensified parasocial interactions because it provides ample opportunity for fans to get a response. In her 2015 TED talk on the topic, Jennifer Barnes explained that “logically, we know that Taylor Swift has 50 million Twitter followers and in all likelihood, she is not talking directly to us.” But in the years since this statement, our exposure to the stars has reached new heights. A-listers, like Swift, can be found luring in the TikTok comments of fan content, shattering the perception that this relationship is one-sided. The nature of parasocial relationships are changing, and the definition is evolving to include direct interaction from the person. But this still doesn’t make them our friends.