Washington: As digital platforms blur the boundaries between public figures and their audiences, parasocial relationships-one-sided emotional bonds formed with people users have never met-are becoming more intense, widespread, and economically powerful, experts say.
According to Anadolu Agency - English, the term parasocial relationships, once largely confined to academic research, has entered mainstream discourse as social media, livestreaming, and algorithm-driven content foster a constant sense of intimacy between fans and celebrities, influencers, and even artificial intelligence chatbots. Parasocial was chosen as Cambridge Dictionary's 2025 word of the year, although the concept dates back decades. Originally introduced in 1956 by researchers Donald Horton and Richard Wohl, the idea described how television audiences developed feelings of familiarity and emotional closeness with on-screen personalities.
Mel Stanfill, a professor at the University of Central Florida, told Anadolu that social media has dramatically amplified parasocial relationships by turning intimacy into a strategic product. K-pop, in particular, markets a manufactured sense of closeness, with celebrities increasingly blending their professional brand with carefully curated glimpses of their private lives. This constant exposure deepens fans' emotional investment, sometimes motivating extraordinary loyalty-and, in extreme cases, troubling behavior. Stanfill cited incidents involving K-pop idols and historical cases such as the 1981 assassination attempt on former US President Ronald Reagan, driven by an obsession with actress Jodie Foster, as examples of how parasocial attachment can turn dangerous.
Gayle Stever, a media psychology researcher at Empire State University in New York, told Anadolu that social media has blurred the boundary between purely parasocial and genuinely social interaction. She explained that the perceived reciprocity of receiving responses from celebrities on social media strengthens fan loyalty, benefiting artists and creators whose careers increasingly depend on highly engaged fan bases. Stever emphasized the importance of fan bases to the success of celebrities, citing K-pop bands like BTS and Blackpink, as well as major US stars, who benefit from fans mobilizing to boost streams, charts, and promotional campaigns out of devotion.
Experts stress that parasocial relationships are not inherently harmful and can provide emotional support and coping mechanisms. Stever shared an example of a cancer patient who found comfort in listening to singer Josh Groban's music, describing it as a bond offering reassurance without direct interaction. Such relationships can foster community, motivate travel and social engagement, and help manage loneliness or stress. However, Stever warned that parasocial attachments can become unhealthy, especially for adolescents and individuals with existing mental health issues, who may be more prone to extremes and should receive appropriate support.