Disparate parasocial phenomena evaluation in traditional media and immersive virtual reality

Abstract

As media types and platforms proliferate, viewers and users continue to build relationships with performers and personas. These distant and uni-directional experiences–known as “parasocial interactions” (PSIs) and “parasocial relationships” (PSRs)–have changed, as well. While research into immersive virtual experiences has shown to positively develop these parasocial phenomena, less is known about how and where these differences occur. This study compared similar traditional media (YouTube) and immersive media (virtual reality via head-mounted display) using existing parasocial evaluatory instruments. Findings confirm statistical differences between the two platforms and between instruments applied within platforms, suggesting a re-evaluation of the tools when exploring platform-specific parasocial phenomena, especially in immersive virtual environments.