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Parasocial Interaction on Social Media: Can It Affect Parasocial Relationship?

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Parasocial Interaction on Social Media: Can It Affect Parasocial Relationship? JURNAL INTERACT - VOL. 8 NO. 2 (2019) Available online at: http://ojs.atmajaya.ac.id/index.php/fiabikom/index Jurnal InterAct | ISSN (Print) 2252-4630 | ISSN (Online) 2614-1442 | PARASOCIAL INTERACTION ON SOCIAL MEDIA: CAN IT AFFECT PARASOCIAL RELATIONSHIP? Oktavia Nur’afifah, Nuke Farida, Fitri Dwi Lestari Faculty of Communication Sciences Gunadarma University INFORMASI ARTIKEL ABSTR AK Media sosial dapat digunakan sebagai saluran untuk melakukan interaksi Diterima: September 2019 parasosial antara influencer sosial dan pengikutnya, dan kemudian interaksi Direvisi: December 2019 mereka dapat berkembang menjadi hubungan parasit. Penelitian ini bertujuan Tersedia: online: February 24, 2020 untuk mengetahui pengaruh interaksi parasosial pada media sosial, yaitu YouTube dan Instagram influencer sosial kecantikan, Rachel Goddard KATA KUNCI terhadap hubungan parasosial. Metode yang digunakan regresi linier berganda untuk menemukan efek perbandingan dari platform media sosial yang berbeda Beauty Vlogger, Instagram, Parasocial pada interaksi parasosial untuk membentuk hubungan parasit. Sampel Interaction, Parasocial Relationships, penelitian adalah 388 mahasiswi Universitas Gunadarma menggunakan YouTube purposive sampling. Penelitian ini juga menggunakan pendekatan Penetrasi Sosial untuk menganalisis bagaimana interaksi parasit mempengaruhi KORESPONDENSI hubungan parasosial melalui media sosial. Hasil penelitian menunjukkan bahwa secara bersamaan, interaksi parasosial di YouTube (X1) dan di E-mail: [email protected] Instagram (X2) terhadap hubungan parasosial (Y) memiliki efek positif dan signifikan. Ini menunjukkan bahwa mereka memainkan peran penting sebagai media untuk interaksi parasosial untuk membentuk hubungan parasosial. Semakin banyak Anda berinteraksi di YouTube dan Instagram, semakin banyak hubungan parasosial yang Anda miliki. Secara parsial, interaksi parasosial di Instagram memiliki t-hitung yang lebih besar daripada t-hitung interaksi parasosial melalui YouTube, itu berarti interaksi parasit di Instagram memiliki efek yang lebih kuat daripada YouTube pada hubungan parasit. Kami menyimpulkan bahwa secara umum menggunakan saluran media sosial yang berbeda. melakukan interaksi parasosial dapat menembus tingkat hubungan parasosial, dan Instagram terbukti lebih efektif untuk memiliki hubungan parasosial yang lebih dalam daripada YouTube. 66 NUR’AFIFAH / JURNAL INTERACT - VOL. 8 NO. 2 (2019) 66-77 INTRODUCTION Parasocial Interaction YouTube channel can be used The concept of parasocial to drive social and physical attraction interactions has become well that form parasocial relationship established in media literature and (Kurtin, O’Brien, Roy & Dam: 2018). communication since this term first Parasocial interactions on social media appeared in an article by Horton and will lead to parasocial relationship Wohl (1956). The parasocial between celebrity and its audience interactions were initially defined as (Cohen, 2009). Not only YouTube but real face-to-face interactions that could also Instagram is used to build and occur between media characters and maintain social relationships with other their audiences. While the audience people" (Lee et al., 2015). Yuni (2015) consists of mass media users, media found that the use of social media has a figures can include several types of positive and significant relationship media figures (or personae) such as towards parasocial relationships. presenters, actors, or celebrities. Persona behaviour during any Parasocial relations develop when interaction event (for example, a audience thinks that the character television program, commercial, or talk portrayed by the media "as if they were show interview) helps viewers to form in their circle of peers" (Horton and an opinion about the character, which is Wohl, 1956 in Chung and Cho, 2014). then followed by the viewer to the next Thus, this parasocial relationship level of parasocial (Auter, 1992). increasingly emerges through social As with interpersonal media, such as sharing video sites and interactions, this opinion will then Instagram to make fans of a famous affect the audience's feelings about person or celebrity easy to connect and persona's behaviour, which will then interact with their favorite celebrity affect the parasocial relationship with (Cohen, 2014). Todays, YouTube and the person (Alperstein, 1991). In Instagram content about make-up and addition, although each encounter with cosmetics ranked first so that beauty a media persona will cultivate some and fashion vloggers also emerged level of parasocial interaction, a strong (Pradika, 2017). Previous research feeling of media figures will occur only findings showed that when consumer after a person has been exposed to a of products feel connected to the brand number of parasocial meetings (Auter through individual interactions on 1992). With recurring meetings, the social media, they also feel a deeper viewer will gain an improved sense of loyalty to company products attribution trust about the personality in (Labrecque, 2016). the media (Perse & Rubin, 1989). This research aims to compare Conceptually, parasocial the influence of parasocial interactions interactions can be considered the same on YouTube and Instagram towards as interpersonal social interactions or parasocial relations between relationships, although they usually Indonesian beauty vlogger, Rachel consist of much weaker bonds. When Goddard and her followers. viewers preview even meet with their idol celebrities and over time, the LITERATURE & METHODOLOGY meeting can make the viewer begin to Nur’afifah 67 JURNAL INTERACT - VOL. 8 NO. 2 (2019) feel intimate feelings with celebrities as Horton and Wohl proposed that if they were close friends. When the a symbolic relationship evolved 'relationship' increased, watching between media personas and audiences impressions about the celebrity could who played interactive roles with each increase to retain friendship (Rubin, other (Nabi & Oliver, 2009). Perse, 1989). In addition, repetitive Weaver (1993) reveals a viewing can be a natural habit, where relationship has emotions with varying watching this repeatedly can be degrees of proximity (intimacy). planned by the viewer, and that Emotions in interpersonal relationships impression can be an important part of occur if they involve: the viewer's daily life. 1. Repeated interaction. There is an interaction that occurs repeatedly, it Parasocial Relationship is related to the intensity and Various forms of involvement frequency of the meeting. Repeated with media persona in parasocial interactions will make interactions are also a response of communication in the relationship mediated characters such as feel more individual. identification, imitation, and attraction. 2. High self-disclosure. There is a high It is considered to represent the level of freedom to reveal all complement of social interactions and information concerning him. the form of mass media dependence to 3. High interdependence. A high sense meet the needs of social interactions of dependence on couples. (Nabi & Oliver, 2009). Interdependencies become very The presence of social media high because there is negotiation and fan sites meet the desire of the going on. audience to continue learning about his 4. High emotional involvement. idol, the use of social media has Where there are strong emotions changed the relationship that makes it that are felt and expressed easy for celebrities to communicate spontaneously. constantly with her followers. From an audience perspective, the intensity of a parasocial Social Penetration Theory relationship resembles the intensity of Social penetration theory romantic social relationships and other emerged first in 1973 through the social relationships, relating to adult writings of Irwin Altman and Dalmas bonding patterns. When a parasocial Taylor which was published in the relationship is formed, they try to book titled "Social Penetration: The develop a way similar to the social Development of Interpersonal connections they usually live. The Relationships" (Altman & Taylor, effects of a media persona are not 1973). They explain the thesis on a confined to the behavior of media interpersonal relationship will end as a messages, but include emotional best friend (intimate) if they perform a effects that affect our lives and how series of processes systematically or audiences relate to them. orderly in a stage and form, where this 68 Nur’afifah NUR’AFIFAH / JURNAL INTERACT - VOL. 8 NO. 2 (2019) 66-77 first process must go through initial involving a person, in a particular surface levels then through more context situation, by engaging in the intimate exchange tiers as a function of process to form the media as a immediate and approximate results destination (Thurlow et al., 2004). (Miller, 2002). The thing here is not how two In this way the social or more machines can interact with penetration process describes the stage each other, but how two or more people of the relationship in which individuals can communicate with each other using move from a supervised a computer tool through an application communication to a more intimate program on the computer The. In fact, communication (Altman & Taylor, it is not only a computer and an Internet 1973). network, but in such a computer there The social penetration theory must be certain programs or also explains that with the proliferation applications that allow communicators of relationships, expanse and depth will to interact with their community.
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