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Worldwide, people follow global celebrities' lives almost in real time, while communities create their own celebrities, of great local fame but unknown internationally. Examining the People (USA), Heat (UK), and HLN (Flanders) websites, this article provides a quantitative framing-based content analysis of a sample of online celebrity news and the accompanying audience responses. General results show that media focus on celebrities' professional and love lives, while audiences cover more superficial topics (appearances). Further, media tend to be less and readers more judgmental in discussing celebrities. Examining global/local distinctions, HLN articles are shown to focus on global celebrities, while readers comment more on local stars. Reactions also cover more personal topics when discussing local celebrities, and both HLN articles and reactions judge global celebrities more negatively than locals. Finally, most positive parasocial relationships are maintained with local and most negative with global celebrities. The cultural proximity hypothesis can help explain these differences.

This article provides insight into one form of audience involvement with celebrities: parasocial relationships (PSR). To address several shortcomings in PSR research -focus on TV, confusion between PSI (parasocial interaction) and PSR, use of student samples, neglect of socio-demographic variables -a representative online survey was conducted with 1000 Flemish adults who indicated 382 celebrities as favorites. A new scale reveals that PSR contain two important elements: emotional connections and an analogy with social relationships. Confirming previous research, most favorite celebrities are male, and cultural proximity is especially important for older respondents. In one combined model, respondents' and celebrities' (socio-demographic) characteristics are included as potential PSR predictors. This model nuances previous research and reveals that people who are male, older, more lowly-educated, and interested in celebrity news have stronger PSR. Further, stronger PSR are found for local and religious, political, sports, and music celebrities than for film celebrities.

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