A parasocial relationship is a one-sided relationship where individuals form emotional bonds with figures in the media, such as actors, influencers, and celebrities, who are unaware of the individuals' existence.
This project focuses on understanding the impact of parasocial relationships with social media figures on mental and physical health.
The research project is part of the International Network for Well-Being at University of Stavanger.
Contributors
- Danilo Garcia (UiS, Principal Investigator)
- Elina Björk (Promotion of Health and Innovation PHI Lab, Collaborator)
- Maryam Kazemitabar (Yale University School of Public Health, USA, Collaborator)
- Thiago Daniele (University of Fortaleza, Brazil, Postdoctoral Researcher)
- Milgen Sánchez Villegas (Universidad Simón Bolivar in Barranquilla, Colombia, Collaborator)
- JohnBosco Chika Chukwuorji (University of Nigeria, Nigeria, Collaborator)
Background
A parasocial relationship is a one-sided relationship where individuals form emotional bonds with figures in the media, such as actors, influencers, and celebrities, who are unaware of the individuals' existence. With the rise of social media platforms such as Instagram, TikTok, and Facebook, parasocial relationships have gained a new dimension as individuals spend time and energy engaging with these figures. However, how these relationships affect biopsychosocial health remains under-researched. This project focuses on understanding the impact of parasocial relationships with social media figures on mental and physical health, particularly through the influence of algorithms that shape the content delivered to users.
Aim
The primary goal of this project is to develop and validate a comprehensive tool—the Multidimensional Measure of Parasocial Relationships (MMPR)—to assess how these relationships impact affect, cognition, behavior, and daily decisions. The project also investigates how algorithms influence mental health by shaping social media flows and the content that users engage with.
Method
The MMPR was designed based on the classic multidimensional model of attitude formation, measuring the affective, cognitive, behavioral, and decisional components of parasocial relationships. Data will be collected from participants in multiple countries (e.g., Sweden, Colombia, Brazil, India, Indonesia, Lithuania, Malta, Nigeria, Philippines, Poland, Great Britain, and the United States) using psychometric assessments. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) will be conducted to assess the reliability and validity of the instrument.
Expected Results
It is anticipated that parasocial relationships will influence both mental and physical health, with higher levels of engagement leading to greater impacts on self-esteem, social comparison, and decision-making in areas such as purchasing behavior, diet, and lifestyle choices. The MMPR is expected to exhibit strong psychometric properties and capture the complexity of parasocial relationships across cultures.
Relevance
Understanding the biopsychosocial effects of parasocial relationships, especially in the context of social media and algorithm-driven content, will inform strategies to mitigate the negative impacts on mental health, such as decreased self-esteem and increased social comparison. The findings will have implications for public health interventions, social media policies, and mental health strategies.
Publications Within the Project
Articles
- Garcia, D., Björk, E., & Kazemitabar, M. (2022). The A(ffect) B(ehavior) C(ognition) D(ecision) of Parasocial Relationships: A Pilot Study on the Psychometric Properties of the Multidimensional Measure of Parasocial Relationships (MMPR). Heliyon, 8:e10779. https://10.1016/j.heliyon.2022.e10779.
Conferences
- Björk, E., Garcia, D., & Kazemitabar, M. (2021). The ABCD of Parasocial Relationships: Associations to Social Comparison Orientation and Self-Esteem. APS 2021 Virtual Convention.