In order for viewers to accept the parasocial relationship,
the celebrity or performer must build his or her performance and interactions
response to that performer. The celebrity needs to relate to the viewer so that
the parasocial relationship compliments normal, everyday social life. Most
characteristic is the attempt of the persona to duplicate the gestures and conversational style of an informal face-to-face gathering. Horton
and Wohl argue that the best practice is for celebrities to make their private
lives somewhat public as they interest the viewer, but the image portrayed
should be carefully chosen and monitored just as their public and performing
life should be. The fascination with celebrity private lives could be based on
a variety of factors. The viewer or audience member may relate to the
performer, live vicariously through performers, and idolize them and their
success stories. They may simply be interested because it makes the parasocial
relationship that much stronger when the viewer feels as if they know the
celebrity on a much more personal level.
EXAMPLES OF PARASOCIAL INTERACTIONS:
Modes of direct address with the audience:
- Live performances.
- Social media websites- Facebook, Twitter, Instagram pages.
- Autograph signing events.
- Eye contact in close ups on album covers/in music videos.
- Starring audience members within official music videos.
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| The inclusion of real audience members starring in Ed Sheeran's hit single- Lego House. |
Adopting a name for a particular section of the audience:
- Justin Bieber's "Beliebers".
- Lady Gaga's "Little Monsters".
- One Direction's "Directioners".
Justin Bieber personally thanking his fans or "Beliebers" for support.
- TALENT SHOWS- Nicki Minaj judging on American Idol, Nicole Scherzinger on the X-Factor and the entire panel on The Voice- Jessie J, Tom Jones, Will.I.Am and Danny O'Donoghue.
- REALITY TV SHOWS-50 Cent appearing on MTV's Cribs.
- DOCUMENTARIES-N-Dubz group featuring in Being...N-Dubz.
- REALITY BASED FILMS- Eminem in 8 Mile and Notorious B.I.G. in Notorious.
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| The judging panel on UK singing talent show- The Voice |
APPLICATION TO MY PRODUCT:
Applying Horton and Wohl's 'Parasocial Interaction' theory, I believe I could develop a parasocial relationship with my selected target audience. Although it would be unrealistic to feature my artist on television or in a film, I could easily develop modes of direct address and adopt a name for the audience to make a similar connection. Social media pages are easy to create and I can do so to communicate quickly and efficiently to the target audience. As part of this process, social media pages would allow my group to mould and create an artist and a music video around what our particular audience desires. This would give the audience a special connection to the artist as they will feel they have helped to create and promote this star. Making the artist look into the camera when creating digipak images and the video advert as well as including fans in the video would brandish the same result.
