PARASOCIALINĖ ŽINIASKLAIDOS VEIKĖJŲIR AUDITORIJOS SĄVEIKA
PARASOCIAL INTERACTION BETWEEN MEDIA ACTORS AND AUDIENCE

Summary/Abstract: The aim of the work was to analyze the development of parasocial relationships between media actors and audience. The analysis is based on the research of the processes of parasocial interaction and the psychological model of parasocial interaction. The author analyses parasocial interaction between audience and the prominent Lithuanian actor Vytautas Kernagis. After his death, a large number of comments were placed on the Delfi website. These comments were analyzed for themes relating to aspects of the parasocial relationships that the fans had experienced with Vytautas Kernagis. The claim of the article is that parasocial relationships between media actors and audience members encompass dozens of diverse interactions. Strongest relationships are created in the longer term with actors who appear in diverse media and perform diverse roles. Parasocial interaction continues when celebrities die. The strength of this continuation depends on the scale of image of a celebrity and on the intensity of attempts of media industry to disseminate the works of a celebrity and messages about the celebrity.

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