Parasocial Bonds Deepen in Digital Era

(MENAFN) As online platforms increasingly blur the line between public figures and their audiences, parasocial relationships – one-sided emotional attachments formed with individuals users have never met – are becoming stronger, more widespread, and economically influential, according to experts.

Once mainly discussed in academic circles, the concept of parasocial relationships has now entered mainstream conversation. Social media, livestreaming, and algorithm-driven content foster a continuous sense of closeness between fans and celebrities, influencers, and even artificial intelligence chatbots.

Parasocial was selected as Cambridge Dictionary’s 2025 word of the year, though the idea itself has existed for decades.

The term was originally introduced in 1956 by scholars Donald Horton and Richard Wohl, who observed that television audiences developed feelings of familiarity and emotional intimacy with on-screen personalities.

Today, however, constant digital access, personal updates, and direct replies create an illusion of proximity – making parasocial connections feel more authentic than ever before.

Examples include dedicated K-pop fan groups, followers of influencers, and emotional responses to celebrity milestones, such as fans crying over U.S. pop star Taylor Swift’s engagement to NFL player Travis Kelce.

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