Article2018

The Differential Effects of Direct Address on Parasocial Experience and Identification: Empirical Evidence for Conceptual Difference

Jonathan Cohen · Mary Beth Oliver · Helena Bilandzić

51 citations0/0 files storedCommunication Research Reports

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Media Influence and Health Media and Digital Communication Narrative Theory and Analysis

Abstract

Whereas parasocial experience is conceptualized as imagined interaction identification is defined as the merging of one’s identity with a character’s. Thus, having a character face the camera and directly address viewers should increase the sense of parasocial experience but not affect the intensity of identification. An experiment compared the levels of parasocial experience and identification among viewers of clips from the show House of Cards that included or omitted direct address tested this prediction. Results provide support for the previously theorized conceptualdistinction between parasocial experience and identification.

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References

1956Mass Communication and Para-Social Interaction 2001Defining Identification: A Theoretical Look at the Identification of Audiences With Media Characters 2002Parasocial Interaction: A Review of the Literature and a Model for Future Research 2015Complex TV: The Poetics of Contemporary Television Storytelling 2015Parasocial Interaction and Parasocial Relationship: Conceptual Clarification and a Critical Assessment of Measures 2011Horton and Wohl Revisited: Exploring Viewers' Experience of Parasocial Interaction 2003Viewer Aggression and Homophily, Identification, and Parasocial Relationships With Television Characters 2009The Power of Narratives: The Effect of Entertainment Television Organ Donation Storylines on the Attitudes, Knowledge, and Behaviors of Donors and Nondonors

Cited by

2023Immersion, Identification, and the Iliad 2024Research trends on parasocial interactions and relationships with media characters. A review of 281 English and German-language studies from 2016 to 2020 2023The Impact of Testimony Journalism on Audience Engagement: An Experimental Investigation of the Effects of Point of View 2023Look me in the eyes: How direct address affects viewers’ experience of parasocial interaction and credibility?

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