Towards an Integrated and Systematic Theory of Parasocial Relationships: PSR as an Attachment Process

Headnote

While research on parasocial relationships (PSR) suggests that social and parasocial relationships are analogous, there is no clear understanding of what might be the underlying psychological mechanisms regulating PSR. Given the importance of attachment theory in the formation of interpersonal bonds, studies have suggested that attachment theory is also important for the formation of PSR. However, this line of research has focused mainly on attachment styles as predictors of PSR formation, barely exploring the role of the attachment behavioral system in the formation of PSR. To close this gap, this investigation argues that PSR is an attachment process, a biosocial process by which individuals form emotional bonds with mediated figures just as emotional bonds are formed in social relationships. It starts by categorizing empirical evidence of the presence of attachment behaviors in PSR. Then, it argues that attachment theory helps to answer three pressing research questions at the center of PSR studies: why do individuals establish PSR, when do they establish it, and what is the goal of doing so. By considering PSR as an attachment process, this investigation concludes that PSR occurs naturally given the familiarity of the mediated figure, that individuals establish PSR throughout the lifespan, and that its formation contributes to the biological goal of protection.

Keywords: parasocial relationship, PSR, attachment, attachment theory, mediated figures, media

Introduction

Beyond the expected gratifications derived from consuming media, people often find themselves caring about mediated figures (e.g., celebrities, athletes, fictional characters, etc.), and even developing long-term socioemotional bonds with them, as if the mediated other were an acquaintance, a friend, or a loved one. Such mediated relationships are called parasocial relationships (PSR), a concept that refers to long-lasting, socio-emotional bonds with a mediated figure as if it were part of the viewers intimate circle (Horton & Wohl, 1956). Although research finds that PSRs affective, behavioral, and cognitive components are analogous to those of social relationships (Hartmann, 2016; Klimmt et al., 2006), PSR is an empirically overworked and theoretically underdeveloped concept with no clear understanding of the underlying psychological mechanism that regulates it. Consequently, it has been difficult for researchers and practitioners to appraise how PSR is integrated into the matrix of regular social activity.

Following on the steps of research that sees PSR as...