title: Amber alert

text: Canada's system began in December 2002, when Alberta launched the first province-wide system. At the time, Alberta Solicitor-General Heather Forsyth said "We anticipate an Amber Alert will only be issued once a year in Alberta. We hope we never have to use it, but if a child is abducted Amber Alert is another tool police can use to find them and help them bring the child home safely." The Alberta government committed to spending more than CA$1 million to expanding the province's emergency warning system so that it could be used effectively for Amber Alerts. Other Canadian provinces soon adopted the system, and by May 2004, Saskatchewan was the only province that had not established an Amber Alert system. Within the next year, the program was in use throughout the country.


title: Amber alert

text: Amber Alerts may also be distributed via the Alert Ready emergency alert system, which disrupts programming on all radio, television stations, and television providers in the relevant region to display and play audio of Amber Alert information. In 2018, Alert Ready introduced alerts on supported mobile devices. When an alert is broadcast, a distinct sound is played and a link to find more information is displayed onscreen. Currently, there is no way to deactivate Amber Alerts on mobile devices in Canada, even if the device is in silent and/or Do Not Disturb modes, which has provoked controversy. These series of multiple blaring alarms going off in the middle of the night have caused residents to complain, often by calling 911. However, there are concerns that hearing repeated alarms may cause Canadians to ignore the alarm when the system is used to warn of life-threatening emergencies.


title: Amber alert

text: Translink, the corporation responsible for the regional transportation network of Metro Vancouver in British Columbia, Canada, displays Amber alerts on all their buses' digital signs reading "AMBER ALERT | Listen to radio | Bus #". Details of the Amber alert information are also available on screens at transit stations.


title: Amber alert

text: The program was introduced in Quebec on May 26, 2003. The name AMBER alert was then adapted in French to Alerte Médiatique But Enfant Recherché, which directly translates as "Media Alert for Child Recovery". In order to launch an AMBER alert, police authorities need to meet 4 criteria simultaneously and with no exceptions:


title: Amber alert

text: Once all 4 conditions are met, the police service may call an AMBER alert. Simultaneously, all of Quebec's Ministry of transport message boards will broadcast the police's messages. The Société de l'assurance automobile du Québec (SAAQ) road traffic controllers also help with the search. Television and radio stations broadcast a description of the child, the abductor and/or the abductor's car. On the radio, the information is broadcast every 20 minutes for two hours or less if the child is found. On the television, the information is broadcast on a ticker tape at the bottom of the screen for two hours with no interruptions. After this, the ticker tape is withdrawn, but the police continue to inform the public through the usual means of communication.


title: Amber alert

text: Over the years, the program gathered more partners in order for the alert to be communicated on different media platforms. As in Ontario, lottery crown corporation Loto-Québec puts to the disposition of the police forces their 8500 terminals located throughout the province. Some of these terminals are equipped with a screen that faces the customer which makes it the largest network of its kind to operate in Canada. The technology employed enables them to broadcast the message on the entire network in under 10 minutes. In addition, The Canadian Wireless Telecommunications Association (CWTA) offers to most Canadians, upon free subscription, the possibility to receive, via text message, on their mobile devices AMBER alert notices.


title: Amber alert

text: Ontario furthered its reach beyond media and highway signs by offering Amber Alerts on the province's 9,000 lottery terminal screens.


title: Amber alert

text: After the abduction and murder of Victoria Stafford, an online petition was started by Suzie Pereira, a single mother of 2 children who gathered over 61,000 signatures, prompting a review of the Amber Alert. There was some concern regarding the strict criteria for issuing the alerts – criteria that were not met in the Stafford case – that resulted in an alert not being issued. Ontario Provincial Police have since changed their rules for issuing an alert from having to "confirm" an abduction and "confirm" threat of harm, to "believe" that a child has been abducted and "believe" is at risk of harm.


title: Amber alert

text: Mexico joined international efforts to spread the use of the AMBER alert at an official launch ceremony on April 28, 2011.


title: Amber alert

text: The Australian state of Queensland implemented a version of the AMBER Alerts in May 2005. Other Australian states joined Queensland in Facebook's Amber Alert program in June 2017.


title: Amber alert

text: AMBER Alert Europe is a foundation that strives to improve the protection of missing children by empowering children and raising awareness on the issue of missing children and its root causes. AMBER Alert Europe advocates that one missing child is one too many and aims for zero missing children in Europe.


title: Amber alert

text: AMBER Alert Europe is a neutral platform for the exchange of knowledge, expertise, and best practices on the issue of missing children and its roots causes. To contribute to a safer environment for children, it connects experts from 44 non-governmental and governmental organisations, as well as business entities from 28 countries across Europe.


title: Amber alert

text: Its activities cover prevention and awareness-raising, training, research, and child alerting, as well as launching initiatives aimed at impacting policies and legislation in the area of children’s rights. All activities are implemented in line with the EU Charter of Fundamental Rights and the EU Strategy on the Rights of the Child and with respect for the privacy of children and data protection laws.


title: Amber alert

text: As a response to missing children cases exceeding geographical borders, the AMBER Alert Europe Foundation was founded in 2013 to contribute to better cross-border coordination and cooperation in the search for missing children.


title: Amber alert

text: Since then, its network has expanded and now encompasses different experts from a variety of backgrounds who make their know-how and experiences available to improve existing practices and procedures for a fast and safe recovery of children gone missing. Its joint efforts with police experts in the field of missing children even paved the way for a European police expert network in this area.


title: Amber alert

text: With the objective to prevent children from going missing, it also develop activities in the area of prevention, awareness-raising, research, and training together with its network of experts.


title: Amber alert

text: In February 2006, France's Justice ministry launched an apparatus based on the AMBER alerts named Alerte-Enlèvement ("abduction alert") or Dispositif Alerte-Enlèvement ("abduction alert apparatus") with the help of most media and railroad and motorway companies.


title: Amber alert

text: AMBER Alert Netherlands was launched in 2008. On February 14, 2009, the first Dutch AMBER Alert was issued when a 4-year-old boy went missing in Rotterdam. He was found safe and sound after being recognized by a person who saw his picture on an electronic billboard in a fast food restaurant. He was recovered so quickly, that the transmission of the AMBER Alert was halted before all recipients received it.


title: Amber alert

text: An AMBER Alert is issued when a child is missing or abducted and the Dutch police fear that the life or health of the child is in imminent danger. The system enables the police to immediately alert press and public nationwide, by means of electronic highway signs, TV, radio, social media, PCs, large advertising screens (digital signage), email, text messages, apps, RSS news feeds, website banners and pop-ups. There are four key criteria in The Netherlands to be met before an AMBER Alert is issued:


title: Amber alert

text: On April 1, 2007, the AMBER Alert system became active in North West England. An implementation across the rest of Britain was planned at that time. This was realized on May 25, 2010, with the nationwide launch of the Child Rescue Alert, based on the AMBER Alert system. The first system in the UK of this kind was created in Sussex on November 14, 2002. This was followed by versions in Surrey and Hampshire. By 2005, every local jurisdiction in England and Wales had its own form of alert system. The system was first used in the UK on October 3, 2012, with regard to missing 5 year-old April Jones in Wales.


title: Amber alert

text: In April 2009, it was announced that an AMBER Alert system would be set up in Ireland, In May 2012, the Child Rescue Ireland (CRI) Alert was officially introduced. Ireland's first AMBER alert was issued upon the disappearance of two boys, Eoghan (10) and Ruairí Chada (5).


title: Amber alert

text: Since April 2015, an emergency child abduction alert system "AMBER Alert Slovakia" is also available in Slovakia. (www.amberalert.sk)


title: Amber alert

text: On 22 September 2021, Ukraine's Ministry of Digital Transformation, the National Police of Ukraine and Facebook announced the launch of AMBER Alert in Ukraine.


title: Amber alert

text: On 15 May 2016, the Ministry of Public Security of the People's Republic of China announced the Ministry of Public Security Emergency Release Platform for Children's Missing Information in Beijing, which was soon rolled out to the rest of the country. It is run by the Criminal Investigation Department of the Ministry of Public Security and receives technical support from Alibaba Group. The platform pushes information of missing children confirmed by the police to the mobile phones of the people around the place where the children disappeared, to mobilise people in the area to find and provide feedback on clues related to abductions, trafficking, and related crimes in the area.


title: Amber alert

text: In September 2007, Malaysia implemented the Nurin Alert. Based on the AMBER alert, it is named for a missing eight-year-old girl, Nurin Jazlin.


title: Amber alert

text: In 2018, Ecuador's Department of Security introduced its own AMBER Alert called EMILIA Alert, named after the abducted girl Emilia Benavides in December 2017.


title: Amber alert

text: In 2019, Megafon developed its own alert system called MegaFon.Poisk. It is oriented for all regions of Russia where MegaFon is represented and is used for searches of children and adults as well. For less than half of a year, the service has been used for searching of more than 250 people and in more than 30% of situations people called back with information about a lost person.


title: Amber alert

text: According to the U.S. Department of Justice, of the children abducted and murdered by strangers, 75% are killed within the first three hours in the USA. Amber Alerts are designed to inform the general public quickly when a child has been kidnapped and is in danger so "the public [would be] additional eyes and ears of law enforcement". , the National Center for Missing and Exploited Children estimates that 657 children have been successfully recovered as a result of the existence of the AMBER Alert program.


title: Amber alert

text: A Scripps Howard study of the 233 AMBER Alerts issued in the United States in 2004 found that most issued alerts did not meet the Department of Justice's criteria. Fully 50% (117 alerts) were categorized by the National Center for Missing & Exploited Children as being "family abductions", very often a parent involved in a custody dispute. There were 48 alerts for children who had not been abducted at all, but were lost, ran away, involved in family misunderstandings (for example, two instances where the child was with grandparents), or as the result of hoaxes. Another 23 alerts were issued in cases where police did not know the name of the allegedly abducted child, often as the result of misunderstandings by witnesses who reported an abduction. Seventy of the 233 AMBER Alerts issued in 2004 (30%) were actually children taken by strangers or who were unlawfully travelling with adults other than their legal guardians.


title: Amber alert

text: According to the 2014 Amber Alert Report, 186 Amber Alerts were issued in the US, involving 239 children; 60 were taken by strangers or people other than their legal guardians.


title: Amber alert

text: Some outside scholars examining the system in depth disagree with the "official" results. A research team led by criminologist Timothy Griffin reviewed hundreds of abduction cases that occurred between 2003 and 2006 and found that AMBER Alerts actually had little apparent role in the eventual return of abducted children. The AMBER Alerts tended to be "successful" in relatively mundane abductions, such as when the child was taken by a noncustodial parent or other family member. There was little evidence that AMBER Alerts routinely "saved lives", although a crucial research constraint was the impossibility of knowing with certainty what would have happened if no alert had been issued in a particular case.


title: Amber alert

text: Griffin and coauthor Monica Miller articulated the limits to AMBER Alert in a subsequent research article. They stated that alerts are inherently constrained, because to be successful in the most menacing cases there needs to be a rapid synchronization of several events (rapid discovery that the child is missing and subsequent alert, the fortuitous discovery of the child or abductor by a citizen, and so forth). Furthermore, there is a contradiction between the need for rapid recovery and the prerogative to maintain the strict issuance criteria to reduce the number of frivolous alerts, creating a dilemma for law enforcement officials and public backlash when alerts are not issued in cases ending as tragedies. Finally, the implied causal model of alert (rapid recovery can save lives) is in a sense the opposite of reality: in the worst abduction scenarios, the intentions of the perpetrator usually guarantee that anything public officials do will be "too slow".


title: Amber alert

text: Because the system is publicly praised for saving lives despite these limitations, Griffin and Miller argue that AMBER Alert acts as "crime control theater" in that it "creates the appearance but not the fact of crime control". AMBER Alert is thus a socially constructed "solution" to the rare but intractable crime of child-abduction murder. Griffin and Miller have subsequently applied the concept to other emotional but ineffective legislation such as safe-haven laws and polygamy raids. Griffin considers his findings preliminary, reporting his team examined only a portion of the Amber Alerts issued over the three-year period they focused on, so he recommends taking a closer look at the evaluation of the program and its intended purpose, instead of simply promoting the program.


title: Amber alert

text: Advocates for missing children have expressed concerns that the public is gradually becoming desensitized to AMBER Alerts because of a large number of false or overly broad alarms, where police issue an AMBER Alert without strictly adhering to the U.S. Department of Justice's activation guidelines.


title: Amber alert

text: The timing of a July 2013 New York child abduction alert sent through the Wireless Emergency Alerts system at 4 a.m. raised concerns that many cellphone users would disable WEA alerts.


title: Amber alert

text: AMBER alerts are often displayed on electronic message signs. The Federal Highway Administration has instructed states to display alerts on highway signs sparingly, citing safety concerns from distracted drivers and the negative impacts of traffic congestion.


title: Amber alert

text: Many states have policies in place that limit the use of AMBER alerts on freeway signs. In Los Angeles, an AMBER alert issued in October 2002 that was displayed on area freeway signs caused significant traffic congestion. As a result, the California Highway Patrol elected not to display the alerts during rush hour, citing safety concerns. The state of Wisconsin only displays AMBER alerts on freeway signs if it is deemed appropriate by the transportation department and a public safety agency. AMBER alerts do not preempt messages related to traffic safety.


title: Amber alert

text: The United States Postal Service issued a postage stamp commemorating AMBER Alerts in May 2006. The 39-cent stamp features a chalk pastel drawing by artist Vivienne Flesher of a reunited mother and child, with the text "AMBER ALERT saves missing children" across the pane. The stamp was released as part of the observance of National Missing Children's Day.


title: Amber alert

text: In 2006, a TV movie, "Amber's Story", was broadcast on Lifetime. It starred Elisabeth Röhm and Sophie Hough.


title: Amber alert

text: A comic book entitled "Amber Hagerman Deserves Justice: A Night Owl Story" was published by Wham Bang Comics in 2009. Geared toward a young audience by teen author Jake Tinsley and Manga artist Jason Dube, it tells Amber's story, recounts the investigation into her murder, and touches on the effect her death has had on young children and parents everywhere. It was created to promote what was then a reopened investigation into her murder.


title: Parasocial interaction

text: Parasocial interaction (PSI) refers to a kind of psychological relationship experienced by an audience in their mediated encounters with performers in the mass media, particularly on television and on online platforms. Viewers or listeners come to consider media personalities as friends, despite having no or limited interactions with them. PSI is described as an illusionary experience, such that media audiences interact with personas (e.g., talk show hosts, celebrities, fictional characters, social media influencers) as if they are engaged in a reciprocal relationship with them. The term was coined by Donald Horton and Richard Wohl in 1956.


title: Parasocial interaction

text: A parasocial interaction, an exposure that garners interest in a persona, becomes a parasocial relationship after repeated exposure to the media persona causes the media user to develop illusions of intimacy, friendship, and identification. Positive information learned about the media persona results in increased attraction, and the relationship progresses. Parasocial relationships are enhanced due to trust and self-disclosure provided by the media persona. Media users are loyal and feel directly connected to the persona, much as they are connected to their close friends, by observing and interpreting their appearance, gestures, voice, conversation, and conduct. Media personas have a significant amount of influence over media users, positive or negative, informing the way that they perceive certain topics or even their purchasing habits. Studies involving longitudinal effects of parasocial interactions on children are still relatively new, according to developmental psychologist Sandra L. Calvert.


title: Parasocial interaction

text: Social media introduces additional opportunities for parasocial relationships to intensify because it provides more opportunities for intimate, reciprocal, and frequent interactions between the user and persona. These virtual interactions may involve commenting, following, liking, or direct messaging. The consistency in which the persona appears could also lead to a more intimate perception in the eyes of the user.


title: Parasocial interaction

text: Parasocial interaction was first described from the perspective of media and communication studies. In 1956, Horton and Wohl explored the different interactions between mass media users and media figures and determined the existence of a parasocial relationship (PSR), where the user acts as though they are involved in a typical social relationship. However, parasocial interaction existed before mass media, when a person would establish a bond with political figures, gods or even spirits. Since then, the term has been adopted by psychologists in furthering their studies of the social relationships that emerge between consumers of mass media and the figures they see represented there. Horton and Wohl suggested that for most people, parasocial interactions with persona complement their current social interactions, while also suggesting that there are some individuals who exhibit extreme parasociality, or they substitute parasocial interactions for actual social interactions. Perse and Rubin (1989) contested this view, finding that parasocial interactions occurred as a natural byproduct of time spent with media figures.


title: Parasocial interaction

text: Although the concept originated from a psychological topic, extensive research of PSI has been performed in the area of mass communication with manifold results. Psychologists began to show their interest in the concept in the 1980s, and researchers began to develop the concept extensively within the field of communication science. Many important questions about social psychology were raised concerning the nature of these relationships that are problematic for existing theories in those fields. The concept of parasocial interaction and detailed examination of the behavioral phenomena that it seeks to explain have considerable potential for developing psychological theory.


title: Parasocial interaction

text: The conceptual development of parasocial interaction (PSI) and parasocial relationship (PSR) are interpreted and employed in different ways in various literatures. When it is applied in the use-and-gratifications (U&G) approaches, the two concepts are typically treated interchangeably, with regard primarily to a special type of "interpersonal involvement" with media figures that includes different phenomena such as interaction and identification. In contrast to the U&G approaches, research domains such as media psychology and semiotics argue for a clear distinction between the terms.


title: Parasocial interaction

text: PSI specifically means the "one-sided process of media person perception during media exposure", whereas PSR stands for "a cross-situational relationship that a viewer or user holds to a media person, which includes specific cognitive and affective components". Schmid & Klimmt (2011) further argue that PSI and PSR are progressive states such that what begins as a PSI has the potential to become a PSR. Dibble, Hartmann and Rosaen (2016) suggest that a PSR can develop without a PSI occurring, such as when the characters do not make a direct connection with the viewer. In sum, the terms, definitions, and models explicating PSI and PSR differ across scientific backgrounds and traditions. For example, Dibble et al. (2016) argued that PSI and PSR are often "conflated conceptually and methodologically". To test their assertion, they tested for parasocial indicators with two different scales used for parasocial inquiry: the traditional PSI-Scale and the newer EPSI-Scale, and compared results between the two. The traditional PSI-Scale, along with modified forms of it, is the most widely used measure of PSI assessment. However, Dibble et al. (2016) found evidence supporting their hypothesis that the newer EPSI-Scale was a better measure of PSIs and that the traditional scale merely revealed participants' liking of characters. Because of varying conceptions, it is difficult for researchers to reach a consensus.


title: Parasocial interaction

text: Studying social interaction, and by extension parasocial interaction (PSI), follows a social cognitive approach to defining individual cognitive activity. Accordingly, there are similar psychological processes at work in both parasocial relationships and face-to-face interactions. However, the parasocial relationship does not follow the process of the typical long-term relationship. The media user remains a stranger to the media figure, whereas this "strangeness" would gradually evaporate in typical social interaction. Many parasocial relationships fulfill the needs of typical social interaction, but potentially reward insecurity. Many who possess a dismissive attachment style to others may find the one-sided interaction to be preferable in lieu of dealing with others, while those who experience anxiety from typical interactions may find comfort in the lives of celebrities consistently being present. Additionally, whatever a celebrity or online figure may do can provoke emotional responses from their audiences—some even going as far as suffering from negative feelings because of it.


title: Parasocial interaction

text: The research of PSI obtained significant interest after the advent of the uses and gratifications approach to mass communication research in the early 1970s. A study of early soap opera identified two essential functions of PSI: companionship and personal identity. Rosengren and Windahl further argued that PSI could be identified in the process of viewers' interacting with media figures, but such interaction did not produce identification. This is an important distinction, because identification has a longer history than PSI. Subsequent research has indicated that PSI is evident when identification is not present. During last several decades, PSI has been documented in the research analyzing the relationship between audience members and television newscasters, TV and radio talk-show hosts, sitcom characters and other TV celebrities or performers. Research has also been conducted on how a favorable PSI can be facilitated between celebrities and their followers on social media, specifically through the interactions followers have with the celebrities posts on social media. Although different PSI scales have been employed in these studies, PSI was clearly documented with each persona.


title: Parasocial interaction

text: Noticing the importance of media in the area of psychological research, academic David Giles asserted in his 2002 paper that there is a need for PSI research to move away from the field of mass communication and into the field of psychology. Studies in this area are commonly conducted by focusing a key psychological issue for PSI: concerning the similarity between parasocial relations and ordinary social relations. For example, academic John Turner adopted the idea of homophily (i.e., the tendency for friendships to form between people that are alike in some designated respect) to examine the interpersonal and psychological predictors of parasocial interaction with television performers. The author found that one dimension of homophily (i.e., attitude) was the best predictor of parasocial interaction. Hataway indicated that although there seems to be prevailing to analyze PSI in the domain of social psychology, a solid connection to psychological theory and developmental theory has been missing. Hataway further suggested that more psychological research is needed in order to develop parasocial theory. Specific issues cited were "how parasocial relationships are derived from parasocial interaction and the way those relationships further influence media usage as well as a social construction of reality, and how parasocial interaction is cognitively produced". He saw that the majority of PSI research has been conducted by mass communication scholars as a weakness and called for psychologists to refer to Giles's 2002 paper for directions of studies.


title: Parasocial interaction

text: Another important consideration for the study of PSI at a psychological level is that there is a form of PSI existing even in interpersonal social situation. People may use fundamentally the same cognitive processes in both interpersonal and mediated communication. Giles's 2002 paper also suggested that the element of direct interaction occurred in mediated interaction, such as talking to a presenter or celebrity guest, may continue in social interaction, with a cartoon character or a fictional protagonist in the mind. This may finally constitute a new way of interpreting social interaction. A further consideration is application of social cognitive approaches in individual levels. It is traditionally accepted that this approach is inadequate by itself for the study of relationships. However, a number of growing literature on the role of imagination in social interaction suggests that some imaginative activity (e.g., imaginary friends) may be an influential factor in the outcome of real social interaction. PSI is nowadays regarded as an extension of normal social cognition, specifically in terms of the use of the imagination. Current PSI literature commonly acknowledge that the psychological processes acting at the individual level parallel those used in ordinary social activity and relationship building.


title: Parasocial interaction

text: The formation of parasocial relationships occurs frequently among adolescents, often creating one-sided and unreciprocated bonds with celebrities they encounter in the media. Parasocial interaction is best explored across a lifespan, which explains the growing focus on parasocial interaction in children and adolescents. Studies conducted have found differences between young girls and boys and how each group engages in parasocial behaviour. Adolescent boys have the tendency to favour male athletes, as opposed to adolescent girls who preferred celebrities such as musicians or actresses. Additionally, sex-role stereotyping is more common in children ages 5–6, but decreases in children age 10–11. Existing literature also intimates that attachments, parasocial or otherwise, established in early childhood, are highly influential on relationships created later in life. Many studies have focused on adolescent girls because they are more likely to form a strong bond with a media figure and be influenced in terms of lifestyle choices.


title: Parasocial interaction

text: The primary effect is that of learning: consistent with Bandura's (1986) social cognitive theory, much evidence shows that children learn from positive and negative televised role models, and acquire norms and standards for conduct through media outlets such as television and video games. This is supported by a study by Cynthia Hoffner with children aged 7–12, which showed that the gender of children's favorite televised characters was strongly correlated to the gender of the children. Furthermore, the research showed "wishful identification" with parasocial relationships, namely, that boys preferred intelligence, while girls preferred attractiveness when picking favorite characters. These alternatives are both enhanced and mitigated by their separation from reality. Parasocial interactions are particularly appealing to adolescents in the throes of identity formation and increasing autonomy from parents because these relationships provide idealized figures with whom the adolescent can envision total acceptance. The lack of actual contact with these idealized figures can offer positive social interactions without risk of rejection or consequent feelings of unworthiness. One cannot know everything about a media figure or icon, allowing adolescents to attach fantasized attributes onto these figures in order to meet their own specific wants or needs. On the other hand, entities far removed from reality tend to be less influential on children.


title: Parasocial interaction

text: A study by Rosaen and Dibble examined correlation between realism of favorite television character and strength of parasocial relationships. Results showed a positive correlation between social realism (how realistic the character is) and strength of parasocial relationships. Results also show age-related differences among children. Older children tended to prefer more realistic characters, while younger children generally had more powerful parasocial relationships with any character. Age, however, did not impact the correlation between social realism and strength of parasocial interaction, which suggests that more real characters are grounds for more powerful parasocial relationships in children of all ages.


title: Parasocial interaction

text: Parasocial relationships may be formed during an individual's early childhood. In particular, toddlers have a tendency to form parasocial connections with characters that they are exposed to from TV shows and film. Children's television shows, such as Dora the Explorer, involve the show's characters directly addressing the audience. The result is young children participating in "pseudo-conversations" with the on-screen characters. The process of engagement and interaction lead children to creating a one-sided bond where they believe that they have formed a relationship with these fictional characters, viewing them as friends. Exposure to this type of media often leads to opportunities for learning. Research has shown that children are more capable of grasping a concept if a character that they are parasocially connected to is the one to present it to them.


title: Parasocial interaction

text: The ability to learn from parasocial relationships is directly correlated to the strength of the relationship, as has been shown in work by Sandra L. Calvert and colleagues. In a 2011 study by Lauricella, Gola, and Calvert, eight 21-month-old infants were taught seriation sequencing by one of two characters. One character, Elmo, is iconic in American culture and therefore socially meaningful, and the other, DoDo, although popular with children in Taiwan, is less well known in American media. Children were better able to learn from the socially meaningful character (Elmo) than from the character who was less easily recognized (DoDo). Furthermore, children could become better able to learn from less socially-relevant characters such as DoDo, by developing a parasocial relationship with that character. Accordingly, after children were given DoDo toys to play with, their ability to learn from that character increased. In a later study, this effect was found to be greatest when children showed stronger parasocial relationships: Children's success on the seriation task, and therefore their ability to learn from a less familiar character, was greatest for children who exhibited more emotional nurturing behaviors toward the DoDo toy during play.


title: Parasocial interaction

text: Personalization of a character makes a child more likely to nurture the character, and thus more likely to form a parasocial relationship that would improve learning from videos featuring the character. In place of DoDo and Elmo, a 2014 study instead gave children Scout and Violet dolls. These interactive plush toy dogs can be programmed to say a child's name and have particular favorites (i.e., a favorite food, color, and song). 18-month-old children were given either personalized toys (matched for gender, programmed to say the child's name, and programmed to have the same favorites as the child) or non-personalized toys (the opposite gender, programmed to call the children "Pal" and have random favorites). At the end of the study, children who had received personalized dolls were better able to learn from their characters than were children who had received non-personalized toys. Children also nurtured personalized toys more than non-personalized toys. It seems that perceived similarities increase children's interest and investment in the characters, which motivates the development of parasocial relationships and helps improve later screen-based learning.


title: Parasocial interaction

text: In the past two decades, people have become increasingly interested in the potential negative impacts media has on people's behavior and cognition. Many researchers have begun to look more closely at how people's relationships with various media outlets affect behavior, self-perception and attachment styles, and specifically in regards to creating parasocial relationships.


title: Parasocial interaction

text: Further research has examined these relationships with regard to body image and self-perception. Interest in this more narrow area of research has increased as body image issues have become more prevalent in today's society.


title: Parasocial interaction

text: A study was conducted to examine the relationship between media exposure and adolescents' body image. Specifically, researchers looked at parasocial relationships and the different motivations for self-comparison with a character. This study surveyed 391 7th and 8th grade students and found that media exposure negatively predicted body image. In addition to the direct negative impact, the study indicated that parasocial relationships with favorite characters, motivations to self-compare, and engagement in social comparison with characters amplified the negative effects on kids' body images. Furthermore, the researchers found that making social comparisons with favorite characters distorted actual, or ideal, body image and self-perception. Studies have been done exploring these effects across gender.


title: Parasocial interaction

text: A study examined the parasocial relationships between men and superheroes; the study looked at muscular versus non-muscular superheroes and men who either did or did not develop a one-sided psychological bond with a superhero character. The results from this study indicated a significant impact on body image, particularly when exposed to muscular superhero characters. Research conducted by Ariana F. Young, Shira Gabriel, and Jordan L. Hollar in 2013 showed that men who did not form a parasocial relationship with a muscular superhero had poor self-perception and felt negative about their bodies after exposure to the muscular character. However, if the men had a PSR with the superhero, the negative effects on body satisfaction were eliminated.


title: Parasocial interaction

text: The increasing presence of beauty filters on social media has also played a large role in users' body image. On Facebook, within the first year filters were available, over 400,000 creators released and utilized over 1.2 million filters. These filters were consistently seen by billions of viewers, as more than 150 creators surpassed 1 billion views on their content. These filters edit the appearance of the creator which can give a false reality to viewers.


title: Parasocial interaction

text: Further studies have looked into parasocial relationships and more specifically at the impacts on violent and aggressive behavior. A study done by Keren Eyal and Alan M. Rubin examined aggressive and violent television characters and the potential negative impacts they may have on viewers. The study was based on social cognitive theory and looked at trait aggression in viewers and identification and parasocial interaction with aggressive characters. The researchers measured trait aggression in each of the participants and compared that to the level of identification with aggressive characters. The study found that more aggressive viewers were more likely to identify with aggressive characters and further develop parasocial relationships with the aggressive characters.


title: Parasocial interaction

text: Parasocial interaction has been linked to psychological attachment theory and its consequences have seen the same dramatic effects as real relationship breakups. In considering the relationship between parasocial interaction and attachment styles, Jonathan Cohen found that individuals who were more anxious media consumers tended to be more invested in parasocial relationships.


title: Parasocial interaction

text: In parasocial interaction there is no "normal" social interaction; it is a very one-sided relationship. The knowledgeable side has no direct control over the actions of the side it observes, and it is very difficult for it to contact and influence it.


title: Parasocial interaction

text: While much research focuses on the formation and maintenance of parasocial relationships, other research has begun to focus on what happens when a parasocial relationship is dissolved. Eyal and Cohen define parasocial breakup as "a situation where a character with whom a viewer has developed a PSR goes off the air". The distress that media consumers experienced after a parasocial breakup was quite similar to that of a social relationship. However, the emotional distress experienced after the parasocial breakup was weaker than that of the real life interpersonal relationship. Lather and Moyer-Guse also considered the concept of parasocial breakup, but in a more temporary sense. While the study focused on parasocial breakups as a result of the writers' strike from 2007 to 2008, the researchers found that media consumers still experienced different levels of emotional distress. This study, like previous studies, showed that parasocial relationships operate very similarly to real-life relationships.


title: Parasocial interaction

text: In 1998, John Eighmey, from Iowa State University, and Lola McCord, from the University of Alabama, published a study titled "Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web." In the study, they observed that the presence of parasocial relationships constituted an important determinant of website visitation rates. "It appears," the study states, "that websites projecting a strong sense of personality may also encourage the development of a kind of parasocial relationship with website visitors."


title: Parasocial interaction

text: In 1999, John Hoerner, from the University of Alabama, published a study titled "Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites", in which he proposed a method for measuring the effects of parasocial interaction on the Internet. The study explained that websites may feature "personae" that host to the visitors to the sites in order to generate public interest. Personae, in some cases, are nothing more than the online representations of the actual people, often prominent public figures, but sometimes, according to the study, will be the fictional creations of the sites' webmasters. Personae "take on many of the characteristics of a [real-life] companion, including regular and frequent appearances, a sense of immediacy...and the feeling of a face-to-face meeting." Additionally, the study makes the point that, even when no such personae have been created, parasocial relationships might still develop. Webmasters might foster parasocial interactions through a conversational writing style, extensive character development and opportunities for email exchange with the website's persona.


title: Parasocial interaction

text: Hoerner used the Parasocial Interaction (PSI) scale, developed by Rubin, Perse, and Powell in 1985, and modified the scale to more accurately assess parasocial interactions on the Internet. They used the scale to gauge participants' reactions to a number of different websites, and, more generally, to determine whether or not parasocial interaction theory could be linked to Internet use. The study concluded, first, that parasocial interaction is not dependent on the presence of a traditional persona on a website; data showed that websites with described "strong personae" did not attract significantly more hits than other websites selected by the study conductors. "The literal, mediated personality from the newscast or soap opera of the past [around which the original PSI-scale was framed] is gone. The design metaphor, flow of the web experience, and styles of textual and graphic presentations of the information all become elements of a website persona and encourage parasocial interaction by the visitor/user with that persona."


title: Parasocial interaction

text: Though most literature has focused on parasocial interaction as a television and film phenomenon, new technologies, namely the Internet, have necessitated a closer look at such interactions. The applications of PSI to computer-mediated environments are continuously documented in literature of the last decade. Many researchers concluded that, just as parasocial relationships are present in television and radio, they are also present in online environments such as blogs and other social networking sites. Through an exploration of followers on politicians' blogs, academics Kjerstin Thorson and Shelly Rodgers found that parasocial interacting with the politician influences people's opinions about the politician, and promotes them to vote for the politician. Social media is designed to be a new channel through which parasocial interaction/relationship can be formed. Research has shown that interacting with individuals through blogs and social media such as Twitter can influence the perceptions of those individuals. As Internet users become more active on social media platforms such as Facebook and Twitter, followers often feel more engaged with them, making the parasocial relationships stronger.


title: Parasocial interaction

text: Social media is defined as "Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content". While the usage of social media for personal means is common, the use of social media by celebrities has given them an opportunity to have a larger platform for personal causes or brand promotion by facilitating word-of-mouth. Social media networks inherit at least one key attribute from the Internet, in that they offer open accessibility for all users. Philip Drake and Andy Miah argue that the Internet, and therefore social networks and blogs, downsize the gatekeeping processes that exist in other mass media forms. They further state that this means that online information can spread unfiltered and thus does not rest on strict framework conditions such as those on television or in newspapers. This, however, remains subject to an ongoing debate within research. Through presence on social media platforms, stars and celebrities attempt on the one hand to participate in the production of their image; on the other hand, they must remain present in these media in order to stay on the media's and consequently on the audience's agenda. According to Daschmann, celebrities all have to compete for the public's (limited) attention. In such a competitive environment a famous person must therefore remain present on all the accessible media channels.


title: Parasocial interaction

text: Twitter is one of the most popular social media platforms and a common choice for celebrities who want to chat with their fans without divulging personal access information. In 2013, the analysis from Stever and Lawson assumed that Twitter can be used to learn about parasocial interaction and the study provided a first step in that endeavor. The study included a sample of 12 entertainment media celebrities, 6 males and 6 females, all taken from 2009 to 2012 Twitter feeds. The result showed that, although fans interacting with celebrities via Twitter have limited access to communicate with the celebrity, the relationship is still parasocial even though a fan might receive the occasional reply from the celebrity. Twitter can provide a direct connection between followers and celebrities or influencers that gives access to everyday information. It is an entertaining way for most fans since Twitter enables them to be a part of life that they enjoy.


title: Parasocial interaction

text: The more followers one has on Twitter, the greater perceived social influence one has. This is particularly because tweets are broadcast to every follower, who may then retweet these posts to their own followers, which are then rebroadcast to thousands of other Twitter members. Seen as the equivalent to a movie earning a box-office hit or a single track hitting the top of the Billboard charts, the phenomenon of "trending" (i.e., words tagged at a higher rate than others on a social media platform) on Twitter grants users the ability to earn influence on the platform. Twitter, alongside other social media websites, can be utilized by its users as a form of gaining social capital.


title: Parasocial interaction

text: Academics at the 2022 Hawaii International Conference on System Sciences referred to interactions on livestreaming services as "cyber-social relations"; they stated that these interactions "take a middle position between" social (there are no spatial proximity and no bodily contact) and parasocial relations (as there is reciprocity and temporal proximity).


title: Parasocial interaction

text: YouTube, a social media platform dedicated to sharing video-related content produced by its users, has grown in popularity to become a form of media that's likened to television for the current generation. By content creators granting insight into their daily lives through the practice of vlogging, viewers form close one-sided relationships with these creators that manifest in comment chains, fan art and consistent responses with the creator in question. Parasocial interaction and relationships are commonly formed between the creators and their audiences due to the creator's desire to interact with their fanbase through comments or posts. Many creators share "personal" details of their lives, even if there is little authenticity in the polished identity they convey online.


title: Parasocial interaction

text: The interaction between viewers and celebrities is not limited to product placement or branding – the viewers could socialize with celebrities or influencers that they might not have any chance to contact in reality. Megan Farokhmanesh, for "The Verge", wrote that parasocial relationships "are vital to YouTubers' success, and they are what turns viewers into a loyal community. ... Viewers who feel friendship or intimacy with their favorite creators can also have higher expectations and stronger reactions when those expectations are disappointed. ... Because creators often earn money off their fans through memberships, Patreons, and other cash avenues, there are fans who feel entitled to specific details about the lives of creators or even specific content. ... The divide between creators' lives and their work is a fine line".


title: Parasocial interaction

text: In a study conducted by Google in 2017, a reported 40% of millennial YouTube subscribers claimed their "favorite creators understands them better than their friends." For many viewers, parasocial relationships check off the four factors that are defined by Mark Granovetter's "The Strength of Weak Ties" theory: intimacy is gained by the creator's sharing of personal details, by which their viewers may react emotionally; viewers dedicate time to watching content the creator uploads; and what the creator posts—whether sponsored or not—may make the viewer feel as if they are being offered something, like a favor.


title: Parasocial interaction

text: Twitch, a video livestreaming service with focuses such as video game live streaming, creative content, and "in real life" streams, has also grown in popularity since launching in June 2011. · Twitch's platform encourages creators to directly engage with their fans. According to research, a large draw towards the website is the aspect of users directly participating in a livestream through the chat function. In turn, streamers interact with their audience by greeting them by username or addressing their messages in comments. As noted in one study, this type of interaction forms "a sense of community". Additionally, Twitch livestreams create a digital "third place", a term coined by Ray Oldenburg that describes a public and informal get-together of individuals that are foundational to building a community. This sense of community is further enhanced when users become regular participants of a stream, either by watching live shows frequently or subscribing to the creator. Subscribing to a Twitch channel is another way in which viewers participate in a live stream. This is a considered a form of digital patronage where audiences pay money to financially support a creator. Forming what an audience member perceives as a personal relationship with their favourite streamer plays a large role whether or not they choose to subscribe.


title: Parasocial interaction

text: "Wired" stated that Twitch pioneered "the digital parasocial thing. More specifically, monetizing it on a massive scale". David Finch, in the book "Implications and Impacts of eSports on Business and Society", highlighted that streamers on Twitch have many options to monetize their content such as donations through Twitch, channel subscriptions and ad revenue; additionally, Twitch is more associated with livestreaming than YouTube and has "a much higher degree of interaction" between the content creator and the viewer. Finch wrote that "the popularity of Twitch parallels other emerging digital media forms in that it is user-generated, draws on parasocial relationships established online and establishes intimacy in new ways. ... Twitch viewers might similarly regard their time on their favourite Twitch channels as familiar, hilarious and informative encounters with their gaming pals".


title: Parasocial interaction

text: Academics Time Wulf, Frank Schneider, and Stefan Beckert found that parasocial relationships are a key component to a Twitch streamer's success and the audience's enjoyment of Twitch; particularly, Twitch's chat features can foster this relationship. They highlighted that "professional streamers have a personal schedule of streaming times so that users can rely on seeing their friends again—similar to characters of a periodic TV show. Therefore, viewers are able to maintain their relationships to streamers. The stronger bonds between viewers and streamers grow, the more users may root for their favorite streamer's success". "The Guardian" also highlighted the interactive nature of Twitch and that the "format is extremely good at cultivating community, a virtual hangout spot for its millions of teenage and college-age users".


title: Parasocial interaction

text: Twitch streamers have also discussed the negatives associated with these parasocial relationships such as harassment and stalking by fans. Cecilia D'Anastasio, for "Kotaku", wrote that "Twitch streamers are like digital-age geisha. They host, they entertain, they listen, they respond. They perform their skill—gaming, in most cases—from behind a thick veneer of familiarity. Maybe it's because they let viewers into their homes, or because the live-streaming format feels candid or because of their unprecedented accessibility, but there's something about being an entertainer on Twitch that blurs the line between viewer and friend. It can be hard to keep a healthy distance from fans. And, for fans, it can occasionally be hard to tell the difference between entertainer and companion". "The Verge" and the "HuffPost" have both specifically highlighted the harassment female Twitch streamers experience. Jesselyn Cook, for "HuffPost", wrote that "most all women who earn a living on Twitch know what it's like to have male viewers who, after spending countless hours watching them in real time, develop obsessive feelings of romantic and sexual entitlement. The result is an environment where extreme harassment, rape and death threats, blackmailing, stalking and worse have become regular workplace hazards. Female streamers who spoke to HuffPost said they wish they'd known before joining Twitch that they were also signing up for a torrent of endless, dehumanizing harassment with little to no recourse".


title: Parasocial interaction

text: Podcasts, episodic series of spoken-word digital audio files that a user can download to a personal device, are also known for fostering parasocial relationships between podcasters and listeners. As early as 2012, Robert C. MacDougall wrote "The podcast, and particularly the podcast listened to on the move, may be part of an evolution in parasocial phenomena and a fundamentally new part of mediated interpersonal communication. Podcasts enhance the personal feel and all attendant psychodynamic effects of Fessenden's primordial radio show."


title: Parasocial interaction

text: Laith Zuraikat wrote on "The Parasocial Nature of the Podcast" in his book "Radio's Second Century" (2020). Author Wil Williams wrote, "there is a difference between feeling a friendship, a sense of comfort, between yourself and a podcaster, and assuming that friendship to be real. Something that makes podcasters appealing is that they have an everyman quality to them: anyone can make a podcast, and this means that in many genres, podcasters feel more "normal" than creators in other mediums. It's easy to feel like podcasters would be your friend if you ever met: it's likely the listener is of the same socioeconomic status as the podcaster, sharing not only other basic demographics as the podcaster, but also their interests, jokes, and philosophies."


title: Parasocial interaction

text: In "The Guardian", Rachel Aroesti wrote about how, during the lockdowns necessitated by the COVID-19 pandemic, "podcasters replaced our real friends […] providing companionship that is increasingly difficult to distinguish from the real thing." She wrote how "Podcasts are intimate, with no in-the-room audience to remind you of your own distance."


title: Parasocial interaction

text: Semantic scholar Mikhaela Nadora (Portland State University) wrote that "[Parasocial relationships] with podcast hosts may cultivate the same way real-life relationships do. As social relationships are important to us, with the new self-autonomous and personalized advances in our media and technology landscape, we can have the same intimate relationships with media figures."


title: Parasocial interaction

text: Parasocial interaction (PSI) theory was used to understand consumers' purchasing behavior in online context. With the development of social media, such as Facebook, Twitter, Instagram, and YouTube, both companies and consumers start to use social commerce platforms more frequently. Many studies indicate that, among various factors affecting consumers' purchase decision on SCPs, such as credibility of products, parasocial interaction exerts more potential influence on users' final decisions. Sokolova and Kefi conducted a study with large data set (1209 respondents) from the audiences of four popular influencers in the beauty and fashion sector in France to discover the influence of parasocial interaction and credibility on consumers' purchase intention. Their study discovers that younger generations value parasocial interaction and their personal attachment to influencers more than credibility.


title: Parasocial interaction

text: On the social commerce platforms, users intend to build parasocial interaction, one with other users, one with celebrities.


title: Parasocial interaction

text: Certain social media users are active creators of online content, such as personal experiences, ideas, reviews, for targeted audience, which are called influencers. Influencers can become experts, similar to celebrities to some extent, and their posts may influence products and brands and affect potential customers, i.e. their followers. The users in a social commerce platform "meet" with other users and influencers through the images, videos, and feedbacks that they share on the social media. By the time, after multiples times of "meetings", the imaginary intimacy is improved, and the users will deliberately maintain the online friendship, which is a parasocial interaction. Influencers on the social media platforms often comment on the products they have tested, and promote them online to other users by providing their feelings and self-experiences along with images and videos.


title: Parasocial interaction

text: Some brands have their Instagram influencer marketing strategies to increase followers' buying intention and trustworthiness perception. Under the parasocial relationship, users intend to rely on the images or comments that influencers had on the products, which will influence consumers' final decisions. Thus, many social commerce merchants utilize this psychological implication, and sift beautiful images and positive comments on products to provide users a more intuitive shopping experience. For instance, the occurrence and popularity of vlog creates a social space where strangers can share feelings and build intimate relationship. Followers of influencers would make a comparison of the tastes between themselves and the celebrities or influencers they watch, so that PSI has generated among them. Many merchants pay vlogger for recommending and persuading their subscribers to purchase the products. Vlogs provide vivid visual experience for viewers, and the audience could perceive the closeness with the vloggers that build a virtual relationship like face to face via this media. The audience may be influenced by those vlogs and vloggers to make their purchasing decisions.


title: Parasocial interaction

text: PSI relationships are more readily formed between social media user and celebrities. On social media, celebrities build and strengthen more intimate relationships with consumers and fans. Celebrities' self-disclosure could allow their fans and audience get connected with those celebrities and stimulate their illusion of in-person relationship with celebrities. Simultaneously, the context of SCPs, supported by Web 2.0 social media technologies, stimulates users' parasocial interactions with celebrities and experts. Uncertainty reduction theory is an example of a way that this can occur. The process of repeated exposure to an individual gradually reduces the user's level of uncertainty, which increases the user's chances of liking this celebrity. Also, on some social shopping websites, users could also follow celebrities and interact with those people to generate an illusionary bond between the celebrities and themselves. Repeated exposure to the celebrity gives users a sense of predictability in their actions, which engenders a sense of loyalty. PSI help increased more social attractions for celebrities and more credibility that the customers could trust.


title: Parasocial interaction

text: Users who are immersed in celebrity-fans PSI may affirm their loyalty through various activities, including purchasing products endorsed by celebrities. Unlike influencers, celebrities bring their fans with stronger impulse purchase. Targeted consumers (fans) desire to interact with celebrities, instead of passively receiving information from celebrities. By purchasing and supporting the celebrity endorsing products, fans may build more intimate relationship with celebrities in their imagination. In a 2014 journal article, Seung-A Annie Jin and Joe Phua discussed how they conducted studies to determine multiple hypothesis based on the number of followers a celebrity had in correlation to the trust that imparted onto a consumer. This study was done in terms of a celebrity endorsing a product and the likelihood of the consumer to purchase the product after seeing the promotion. Consumers perceived the celebrity with a high number of followers as being more physically attractive, trustworthy, and competent. A high number of followers on the celebrity endorser's profile also significantly increased consumers' intention to build an online friendship with the celebrity. The study found that if a celebrity with a higher number of followers was perceived as more trustworthy, the consumer exhibited significantly higher postexposure product involvement and buying intention as opposed to those who were exposed to a celebrity with a lower follower count. Merchants on social commerce platforms will find huge potentials of analyzing and applying parasocial interactions to manipulate consumers' purchase intention. In addition to influencing fans to purchase products, celebrities can also influence fans to engage in similar conversational styles. Fans, or audience members, in parasocial relationships may "appear to be accommodating to characters' linguistic styles". As fans continue to interact in a parasocial relationship, there is potential for them to mirror the conversational style of the celebrity while communicating on different platforms of social media.


title: Parasocial interaction

text: As social media relationships grew between celebrities and influencers, businesses created social media profiles for audience engagement. Fast food restaurants have started comedy Twitter accounts to interact with their customers in a personal way. The companies' Twitter accounts respond to tweets from customers, tell jokes and engage in the online industry in ways that create PSI with the consumers. This strategy is working. A study done by Lauren I. Labrecque in 2013 found that customers have higher loyalty intentions and are more likely to provide information for the brand when the brand fostered PSIs. The study also showed that these outcomes were less likely when the consumer felt the response from the company's social media account were automated. Furthermore, including personal details and behind-the-scenes ideation in interactions with consumers also triggers PSI and results in a positive impact. Another parasocial interaction usage in organizational communication is that CEOs' social media image also contributes to the company's image and reputation. Therefore, CEOs have paid attention to their communication with customers, employees, and investors. They would improve their public features through social media to communicate with the stakeholders.


title: Parasocial interaction

text: According to Ko and Chen (2020), "Live streaming was originally used in broadcasting sporting events or news issues on TV. As the mobile Internet gets more and more popular, now the netizen and small companies can broadcast themselves via the use of live-streaming APP". Many platforms have developed and launched their live stream function, like Taobao.com and Facebook. For online retailers like Taobao.com or Tmall.com, users could follow and interact with the hosts and celebrities like being friends with them. "China had up to 433 million live streaming viewers in August 2019 [CNNIC 2019]. The use of live streaming to promote brands and products is "exploding" in the E-commerce field in China [Aliresearch 2020]. For example, during the "June 18" event in 2019, Taobao's live streaming platform drove sales of 13 billion yuan, with the number of merchants broadcasting live streaming increasing by nearly 120% year-on-year. The number of broadcasts grew by 150% year- on-year [CNNIC 2019]." From the perspective of a retailer, live streaming provides more opportunities for marketing, branding, improving customer services and increasing revenue. As a customer, live streaming also offers a more synchronic and interactive shopping experience than before. Interactions between streamers/sellers and consumers also help customers get higher quality information about the products, which is different from traditional shopping method.


title: Parasocial interaction

text: According to Xu, Wu and Li (2020), "streaming commerce creates a novel shopping environment that provides multiple stimuli to motivate potential consumers to indulge in their shopping behaviors. It has emerged and shows great potential as a novel business model to add dynamic real-time interaction among sellers (streamers) and consumers (viewers), provide accurate information, and involve hedonic factors to attract consumers to indulge in consumption processes. Viewers are enabled to obtain dynamic and accurate information by watching live streams, develop virtual social relationships with streamers, and enjoy relaxing and entertaining hours while watching attractive streamers". Livestreaming permit the viewers and the streamers engage in a real-time interaction to create intimacy and closeness, thus, the credibility and trustworthiness would be reinforced through dynamic interactions. In America, retailers like Amazon and QVC have also worked on their own live streaming shopping platforms to take this huge advantage. Interpersonal relations on livestreaming services occupy a position in between social and parasocial relations, giving livestreaming an exceptional position in the entire landscape of social media.


title: Parasocial interaction

text: Most studies find that PSI only occurs as friendship, which is overly restrictive theoretically and practically. It is common that people may build parasocial interactions with certain media figures, even though they do not consider to be "friends", such as a villain in a show. Though PSI with disliked figures occurs less likely than with heroes and positive characters, the situation of "love to hate" relationship with disliked characters still occurs. Some researchers realize the restriction of limiting PSIs as friendship, which may preclude them from capture broader situation of meaningful media user reactions. In 2010, Tian and Hoffner conduct an online questionnaire measuring the responses from 174 participants to a liked, neutral, or disliked character from the ABC drama "Lost". All participants reported the identification they had perceived with the character, as well as the parasocial interaction and how did they try to change their perspectives to be more like the character. According to the whole sample, perceived similarity was a significant positive predictor of both identification and parasocial interaction. Undeniably, parasocial interaction was higher for liked than for neutral and disliked characters based on the study. Parasocial interaction still appeared with liked, neutral and disliked characters. The prevailing perspective of PSI as a friendship is not appropriate based on the theoretical and experimental findings, and many researchers start to improve the measurement of the PSI's concept.


title: Parasocial interaction

text: One direction for future PSI concerns the advancement of methodology. As theories become more defined and complex, experiments seem to be necessary to be employed in testing hypotheses. Because the meanings of perception and emotion take up much of what parasocial interaction/relationship research interest, the cause and effect is hard to be distinguished and potential spuriousness is difficult to be avoided. For example, whether similarity precedes PSI and whether mediated interaction create a sense of similarity requires experimental validation.


title: Parasocial interaction

text: Cohen also suggested that different types of relationships are encouraged to be analyzed within different genres, which particularly challenges scholars in examining the mediated relationship in reality TV shows (e.g., Survivor). These prototypical reality shows are built around narratives, displaying a lot of emotions which seem to solicit empathy and identification, and also demonstrating the characters' skills towards developing fandom. Ratings and audience responses provide strong evidence that those reality shows create significant mediated relationship, but future inquiries should examine whether this new kind of mediated interaction/relationship evolves or do these interactions/relationships conform to existing patterns.


title: Parasocial interaction

text: The influence of media in childhood has received little attention from developmental psychologists, even though children have a high degree of exposure to media. While many studies and experiments have explored the nature of parasocial relationships, there are many opportunities for future research. For example, a potential future area of research could be the issue of reruns, where the relationships have outcomes which are already known or well-established. In addition, another area of research could focus on production techniques or televisual approaches. This would include techniques such as chiaroscuro or flat lighting, the strategic placement of close-ups or establishing shots, deductive or inductive shot sequences, hip hop editing, or desaturation. These techniques have long been theorized to have some sort of influence on the formation of parasocial relationships, but their influence has yet to be determined.


title: Parasocial interaction

text: The prevailing use of social media and its impact on mediated relationships also requires further study of PSI. Different social media platforms provide channels through which celebrities communicate with their followers easily, making parasocial interaction/relationships seem less unidirectional and perhaps more satisfying and intense. As such, whether social media has made PSI more a part of everyday life needs further exploration. Technological development has been raising questions regarding the role of PSI in our social lives, as media content is available in more places and times. Our mediated friends are never too far away; instead, they actually rest in our pockets and sleep in our beds. Whether this means that we spend more time and effort on cultivating these relationships and will be less dependent on real social relationships, needs further exploration.


title: Parasocial interaction

text: Other concerns include the continuity of media figures representation across various media outlets, and the notion of parasocial interaction as compensation for lack of social outlets. Popstars, for example, may not only appear on television, but on several different television or radio programs, as either a chat guest or a performer; further repeated viewings of these stars would intensify visual aspects of parasocial interaction with that star. Most research has typically characterized media users as a television viewer who is often solitary and in need of social interaction. The different types of user-figure interaction can be addressed by conceptualizing parasocial interaction as an extension of ordinary social interaction. Through close examination of social encounters that are significant for parasocial relationships, we can continue to distinguish between parasocial interaction as an isolated activity and as longer-term interaction.


title: Parasocial interaction

text: The terms parasocial interactions and parasocial relationships were coined by anthropologist Donald Horton and sociologist R. Richard Wohl in 1956, laying the foundation for the topic within the field of communication studies. Originating from psychology, parasocial phenomena comes from a wide range of scientific backgrounds and methodological approaches. The study of parasocial relationships has increased with the growth of mass and social media such as Facebook, Twitter, and Instagram, particularly by those investigating advertising effectiveness and journalism. Horton and Wohl have stated that television personas offer the media user a sense of intimacy and have influence over them by using their appearance and gesture in a way that is seen as being engaging, directly addressing the audience, and conversing with them in a friendly and personal manner. By viewing media personas regularly and feeling a sense of trust with the persona, parasocial relationships offer the media user a continuous relationship that intensifies.


title: Parasocial interaction

text: Advertising and marketing can use media personas to increase brand awareness, keep media users engaged, and increase purchase intention by seeking out attractive media personas. If media personas show that they are interested in and engage in rewarding interactions with media users, then if the media user likes the persona they will reciprocate interactions and over time form a parasocial relationship with them.


title: Parasocial interaction

text: In this social media era, media users are able to have interactions with the media persona that are more intimate, open, reciprocal, and frequent. More media personas are using social media platforms for personal communication, revealing their personal lives and thoughts to consumers. The more frequent and conversational that the media persona self discloses via social media results in media users feeling high levels of intimacy, loyalty, and friendship. Media users know that the chances of receiving a direct message or getting a retweet from a celebrity are highly unlikely, but the possibility gives fans a sense of intimacy and adds authenticity to one-sided parasocial relationships with their favorite personas.


title: Parasocial interaction

text: Celebrity endorsements are so effective with purchase intention because parasocial relationships form such an influential bond of trust. The acceptance and trustworthiness that the media user feels towards the media persona is carried over into the brand that is being promoted. Media users feel that they understand media personas and appreciate their values and motives. This accumulation of time and knowledge acquired of the media persona translates into feelings of loyalty, which can then influence their attitudes, voting decisions, prejudices, change their ideas about reality, willingness to donate, and purchasing advertised products. Celebrities and popular social media personalities who engage in social media endorsements are referred to as influencers.


title: Parasocial interaction

text: Parasocial relationships are a psychological attachment in which the media persona offers a continuing relationship with the media user. They grow to depend on them, plan to interact with them, count on them much like a close friend. They acquire a history with them and believe they know the persona better than others. Media users are free to partake in the benefits of real relations with no responsibility or effort. They can control their experience or walk away from parasocial relationships freely.


title: Parasocial interaction

text: A media user's bond with media personas can lead to higher self-confidence, a stronger perception of problem focused coping strategies, and a stronger sense of belonging. However these one-sided relationships can also foster an impractical body image, can reduce self-esteem, increase media consumption, and media addiction.


title: Parasocial interaction

text: Parasocial relationships are seen frequently with post-retirement aged media users due to high television consumption and loss of social contacts or activities. However, adolescents are also prone to form parasocial relationships. This is attributed to puberty, the discovery of sexuality and identity, and the idolization of media stars. Women are generally more likely than men to form parasocial relationships.


title: Parasocial interaction

text: Some results indicate that parasocial relationships with media personas increase because the media user is lonely, dissatisfied, emotionally unstable, and/or has unattractive relationship alternatives. Some can use these parasocial relationships as a substitute for real social contact. A media user's personality affects how they use social media and may also vary an individual's pursuit of intimacy and approach to relationships i.e. extroverts may prefer to seek social gratification through face-to-face interactions as opposed to mediated ones.


title: Parasocial interaction

text: Media users use mediated communication to gratify their personal needs, such as to relax, seek pleasure, boredom, or out of habit. In this era of social media and the internet media users have constant access to on demand viewing, constant interactions on hand held mobile devices, and widespread Internet access.


title: Parasocial interaction

text: Experiencing negative emotional responses as a result of an ending parasocial relationship, i.e. death of a television persona in a series, is known as a parasocial breakup. More intense levels of parasocial breakup could be predicted by loneliness and observing media for companionship.


title: Parasocial interaction

text: Jonathan Cohen, from the Department of Communications in University of Haifa, links parasocial relationships and breakups to social relationship attachment styles. The results and lasting effects of a parasocial breakup may rely on the attachment styles of the person experiencing and initiating the attachment, much like social relationships. Individuals with an anxious attachment style experience more extreme reactions to parasocial breakups, compared to avoidant and secure types.


title: Parasocial interaction

text: The in-person/real life social relationship status of an individual does not affect the intensity of distress or discomfort felt in parasocial breakups.


title: Parasocial interaction

text: Age, however, shows correlation with the intensity of distress at parasocial breakups, as Cohen finds young people (under the age of 20) are more susceptible to strong symptoms of PSB (Parasocial breakup).


title: Parasocial interaction

text: For some people, parasocial breakups can be as simple as avoiding the content concerning the subject of the parasocial tie.


title: Parasocial interaction

text: According to Cohen, the level of distress to the individuals experiencing parasocial breakup depends on the strength and extremity of the bond.


title: Parasocial interaction

text: Parasocial relationships with fictional characters are more intense than with nonfictional characters, because of the feeling of being completely present in a fictional world. Narrative realism—the plausibility that a fictional world and its characters could exist—and external realism—the level at which aspects of the story map to a person's real world experiences—play a part in heightening one's connections to fictional characters. If a narrative can convince a viewer that a character is plausible and/or relatable, it creates a space for the viewer to form a parasocial relationship with said character. There is a desire for camaraderie that can be built through bonding over a fictional persona.


title: Parasocial interaction

text: Due to the span and breadth of media franchises such as the "Harry Potter", Disney, and "Star Wars" series, consumers are able to engage more deeply and form strong parasocial relationships. These fictional parasocial relationships can extend further than watching the movies or reading the books into official and fan fiction websites, social media, and even extend beyond media to have an in-person experience at national and international theme park attractions.


title: Parasocial interaction

text: For individuals who become very attached to fictional characters, and may or may not depend on them emotionally, even the thought of that character being removed from the story in some way (death, being written out of the story, etc) can be extremely painful.


title: Parasocial interaction

text: The dread of a fictional character's death (the parasocial breakup) can be much stronger than that of a parasocial breakup with a public figure.


title: Parasocial interaction

text: Parasocial relationships with fictional characters may be affected by external events relating to the actors who play them, and vice versa. For example, if a scandal were to occur with an actor, individuals who had parasocial connections to the character they played may reevaluate their opinions on the character. A parasocial breakup may occur with the fictional character, as a result of the scandal. However, the reverse, where a positive impression of an actor due to an event is created, does not apply. Fictional characters, in this case, are seen as separate from the actor and their good contributions or personality outside of the role.


title: Parasocial interaction

text: Rubin analyzed the process of parasocial relationship development by applying principles of uncertainty reduction theory, which states that uncertainty about others is reduced over time through communication, allowing for increased attraction and relationship growth. Other theories that apply to parasocial relationships are social penetration theory, which is based on the premise that positive, intimate interactions produce further rewards in the relationship and the uses and gratifications theory, which states that media users are goal driven and want media to gratify their needs.


title: Parasocial interaction

text: In 1956, T.M. Newcomb's (1956) reinforcement theory explained that following a rewarding interaction an attraction is formed. A gratifying relationship is formed as a result of social attraction and interactive environments created by the media persona.


title: Parasocial interaction

text: The most used measurement instrument for parasocial phenomena is the Parasocial Interaction Scale (PSI Scale), which was developed by Rubin, Perse, and Powell in 1985 to assess interpersonal relationships with media personalities.


title: Parasocial interaction

text: Mina Tsay and Brianna Bodine developed a revised version of Rubin's scale by addressing that parasocial relationship engagement is dictated by a media users personality and motivations. They identified four distinct dimensions that address engagement with media personas from affective, cognitive, and behavioral perspectives. The dimensions assessed how people see media personas as role models, how people desire to communicate with them and learn more about them, and how familiar they are to the individuals. Tsay and Bodine noticed how greater levels of interaction can be formed between the media user and the media persona because of the shift of media and mass communication in recent years. Media users are now able to choose how they want to interact with and initiate in their own media experiences online, such as fan groups, Twitter, and character blogs.


title: Patrice Evra

text: Patrice Latyr Evra (; born 15 May 1981) is a French football coach and former professional player. Originally a forward, he primarily played as a left-back. Evra served as captain for both Manchester United and the France national team. His manager Sir Alex Ferguson praised Evra for his leadership, also describing him as one of the best left-backs in Europe.


title: Patrice Evra

text: The son of a diplomat, Evra was born in Senegal and arrived in Europe when he was a year old. Evra started his career with Italian club Marsala. The following season, he joined Monza, but returned to France a year later to play for Nice where he was converted into a full-back. In 2002, he joined Monaco and was part of the team that reached the 2004 UEFA Champions League Final. Evra's performances for Monaco culminated in a move to English club Manchester United in January 2006 where he went on to win a collection of trophies including five Premier League titles and a UEFA Champions League. In 2014, he joined Italian side Juventus before moving to Marseille in January 2017; however, he was released in November 2017 after being banned from UEFA competition for seven months for kicking a fan prior to a UEFA Europa League match. Following a short-term contract with West Ham United in February 2018, Evra retired from professional football in July 2019.


title: Patrice Evra

text: Evra is also a France international. He participated in five major international tournaments for France: the 2008, 2012 and 2016 UEFA European Championships, winning a runners-up medal at Euro 2016; and both the 2010 and 2014 FIFA World Cups. Ahead of the 2010 World Cup, Evra was named captain of the national team by manager Raymond Domenech. At the tournament, he appeared in two group matches, although France had a poor campaign that saw the players go on strike after a first-round elimination. The incident resulted in Evra, for his role as captain, being suspended from national team duty for five matches. He returned to the squad and enjoyed a successful 2014 World Cup in Brazil under Didier Deschamps as France reached the quarter-finals.


title: Patrice Evra

text: Evra was named to the PFA Team of the Year on three occasions and the FIFPro World XI and the UEFA Team of the Year. In France, he was named Ligue 1 Young Player of the Year and included in the Ligue 1 Team of the Year. In September 2019, while completing his professional coaching badges, Evra returned to his former club Manchester United as a trainee coach at the club's academy.


title: Patrice Evra

text: Evra began his football career playing for hometown club CO Les Ulis. After playing in the streets for years, he was brought to the club by friend Tshymen Buhanga, who informed the club coach, "I bring you the new Romário." Evra spent one year at the club under the watch of coach Jean-Claude Giordanella, who later became vice-president of the club. Giordanella described the player as "more quiet, almost shy. He was a good kid". Evra originally played football in the striker position and, while training at Les Ulis, underwent trials with professional clubs Rennes and Lens. Following the conclusion of the evaluations, Evra was rejected primarily due to his size. In 1993, he joined amateur club CSF Brétigny based in nearby Brétigny-sur-Orge. Similar to his stint with Les Ulis, Evra went on trials with several clubs, most notably Toulouse and Paris Saint-Germain. He was ultimately signed by the latter and converted into a winger. Evra trained at the Camp des Loges for a few months, but was later released.


title: Patrice Evra

text: After failing to convince PSG officials of his ability as a footballer, Evra returned to Brétigny and was invited by a friend to participate in an indoor five-a-side football tournament organised by the Juvisy-sur-Orge sports center. While playing, he was spotted by an Italian scout who offered him the opportunity to attend a trial with professional club Torino. Evra spent ten days training with the club and, after the trial, was offered a place on the club's youth team. Afterwards, he was approached by Serie C1 club Marsala, whose officials enticed him with the prospect of becoming a professional. Evra chose the latter option and signed his first professional contract at age 17. Evra spent only one season with the club, appearing in 27 total matches and scoring six goals. After this, he moved to the Serie B level to join Monza for a €250,000 transfer fee after potential moves to Serie A clubs Roma and Lazio fell-through. Evra only appeared in three matches, making his debut on 29 August 1999 in a 2–1 away defeat against Alzano. He left the club following one season after becoming frustrated with his lack of appearances.


title: Patrice Evra

text: Evra returned to France joining professional club Nice in Ligue 2, the second division of French football. He spent the majority of his first season with the club playing with its reserve team in the Championnat de France amateur, the fourth level of French football. He primarily played as a midfielder on the team and appeared in 18 matches, scoring one goal. Midway through the campaign, he was called into the first team by manager Sandro Salvioni. He was assigned the number 26 shirt and made his club debut on 7 October 2000 in the team's 7–2 defeat to Châteauroux, starting in the left winger position. Evra made four more appearances during the campaign, appearing as a substitute in defeats to Cannes, Nancy and starting in the team's 3–0 win over Laval and 1–0 loss to Le Havre in the final match of the season. Evra played primarily as centre forward in the matches.


title: Patrice Evra

text: In the 2001–02 season, Evra switched to the number 17 shirt and was promoted to the first team on a permanent basis. In the team's first league match of the season against Laval, he started in the team's 2–1 win. Towards the end of the match, reserve left-back Jean-Charles Cirilli, who was starting in place of the regular starter José Cobos, suffered an injury, which required the player to be substituted. As a consequence, Evra dropped back into the role and played out the rest of the match in the position. Following the match, due to injuries to both Cobos and Cirilli, Evra was informed by Salvioni he would take over the position. Evra made his debut in the position in the team's following league match against Strasbourg, a 3–0 defeat. He appeared regularly in the campaign and, following the return of Cobos, was even allowed to play in his preferred left wing role. With the club in the midst of a promotion battle, Evra scored his first and only goal for Nice in his last match with the club, a 4–3 win over Laval. The victory placed Nice in third place, which resulted in the club earning promotion to Ligue 1 for the first time since 1997. For his performances, Evra was named to the National Union of Professional Footballers (UNFP) Ligue 2 Team of the Year in the left-back position.


title: Patrice Evra

text: Following the season, Evra was recruited by Nice's Derby de la Côte d'Azur rivals Monaco. Despite wanting to play as a left winger again, Evra was advised by manager Didier Deschamps he would only play as a left-back; Evra has since credited Deschamps for allowing him to become a better defender after initially describing the role as being not fun. Evra was inserted into a back four that consisted of centre-backs Rafael Márquez and Sébastien Squillaci and right-back Franck Jurietti. Evra was assigned the number 3 shirt and made his debut for the club in the opening match of the 2002–03 season against Troyes. He played the entire match in a 4–0 win. On 28 September, Evra scored his first goal for the club, scoring the match-winner in a 2–1 victory against Rennes. On 22 March 2003, he scored his second goal of the season in a 3–0 away win over Le Havre. The victory allowed Monaco to maintain its position at the top of the table, as the club was in a three-way battle with Lyon and Marseille. Monaco climactically conceded first place to Lyon in May, which resulted in Lyon being declared champions for the second time in its history. Monaco finished the campaign in second place, which merited the club an appearance in the UEFA Champions League. The club was also rewarded domestically for its performance in the Coupe de la Ligue where it reached the final. Evra featured in the team's 4–1 win over Sochaux in the match. The league cup title gave Evra the first major honour of his career.


title: Patrice Evra

text: After the season, Márquez and Jurietti departed Monaco for Spanish club Barcelona and Bordeaux respectively, and were replaced by Gaël Givet and Hugo Ibarra, the latter joining the club on loan. In the 2003–04 league season, Deschamps installed Evra as a vice-captain and he responded by appearing in 33 matches and providing four assists. Monaco spent six months from September to March in first place, but, like the previous season, conceded the top spot to Lyon as the season wore on. Evra made his UEFA Champions League debut on 17 September 2003 in the team's opening group stage match against PSV. Evra played the entire match in a 2–1 win. He appeared in all six group stage matches as Monaco finished in first place. For his performances in the first half of the 2003–04 season, Evra was linked with a 2004 winter move to English club Arsenal, Italian clubs Juventus and Milan, and Spanish club Barcelona.


title: Patrice Evra

text: After appearing consistently with the team, on 24 March 2004, Evra suffered an ankle injury in the club's 4–2 first leg defeat to Spanish club Real Madrid in the quarter-finals of the Champions League. Evra subsequently missed two weeks in the league, but was healthy enough to return for the team's second leg quarter-final tie against Madrid, which Monaco won 3–1. The win allowed the club advancement to the Champions League semi-finals on the away goals rule. In the semi-finals, Monaco faced English club Chelsea. Evra appeared in both matches as Monaco advanced to the final, beating the London club 5–3 on aggregate. In the 2004 UEFA Champions League Final, Monaco were pitted against Porto at the Arena AufSchalke in Gelsenkirchen, Germany. The club was defeated 3–0 by Porto. Evra played the full 90 minutes. After the season, Evra was given the UNFP Young Player of the Year award, becoming only the second defender and the first since 1997 (Philippe Christanval) to win the award. He was also named to the organisation's Ligue 1 Team of the Year.


title: Patrice Evra

text: Despite missing out on playing in UEFA Euro 2004, Evra endured a tumultuous summer in which the player was linked with moves to Manchester United in England, and Juventus and Internazionale in Italy. Despite offers, Evra remained at Monaco. On 24 September 2004, he signed a one-year contract extension with the club until 2008. In the season, Evra was a regular appearing in a career-high 52 matches scoring one goal and contributing seven assists as Monaco reached the semi-finals in both the Coupe de la Ligue and Coupe de France. Evra scored his only goal of the season on 8 January 2005 in the team's round of 64 Coupe de France match against amateur club AC Seyssinet-Pariset. He netted the opener in a 7–0 win. In the Champions League, Monaco reached the first knockout round, where they suffered defeat to PSV 3–0 on aggregate. Evra appeared in nine of the ten matches the team contested in the competition. In April 2005, Evra confirmed he was interested in departing the club, stating, "I will have a decision to make for the rest of my career... If attracted clubs show concrete interest, I will think about it seriously." Despite several clubs declaring interest in Evra, Deschamps declared he would not be sold. At the start of the 2005–06 season, Monaco struggled falling to 15th place after only a month of play. On 21 December 2005, Evra made his final appearance with the club in a 1–0 win over Lille in the Coupe de la Ligue.


title: Patrice Evra

text: On 27 December, French sources revealed that Manchester United was interested in signing Evra. Despite rumours of Monaco reaching a transfer agreement with Internazionale, on 3 January 2006, Evra revealed he preferred to move to England to join Manchester United. The following day, Manchester United officially issued a transfer bid for the player. On 6 January, United manager Sir Alex Ferguson confirmed a deal for Evra was reached. Four days later, the transfer was official as Evra joined the club for a transfer fee of around £5.5 million and signed a three-and-a-half-year contract. Evra's arrival signalled Ferguson's intention to shore up the club's defence that had suffered since the sidelining of Gabriel Heinze. After joining the club, Evra affirmed that Manchester was his only future destination: "I was not very keen to go forward in the talks with Arsenal, Liverpool or Real Madrid. They all talked with my agent in the past two seasons. But to me, it was over. As I said to the Monaco officials, I only wanted to hear about Manchester."