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31 J. Broad. & Elec. Media 279 (1987)
Development of Parasocial Interaction Relationship

handle is hein.journals/jbem31 and id is 289 raw text is: Journal of-Broadcasting & Electronic Media Volume 31, Number 3, Summer 1987, pp. 279-292 Development of Parasocial Interaction Relationships Rebecca B. Rubin and Michael P. McHugh The parasocial interaction relationship development process was explored by applying principles of uncertainty reduction theory. Results suggested that para- social relationship development follows a path from (a) social and task attraction to (b) parasocial interaction to (c) a sense of relationship importance. Length of exposure to the television character was not related to parasocial interaction in the path model. The study affirmed the contribution of interpersonal communi- cation theories to understanding relationships people have with television per- sonalities. Implications for future research were explored. Television networks and producers actively seek attractive television per- sonalities so that audiences will continue to view programs week after week. They hope that audiences will form relationships with the characters, and audiences do. Uses and gratifications research has indicated that some viewers exhibit great amounts of affinity with the medium and with the characters they watch (Rubin, 1981, 1983, 1984). These relationships resemble interpersonal relationships in many ways. For example, in inter- personal relationships, uncertainty about others is reduced over time, allowing for increased attraction (Berscheid & Walster, 1978) and relation- ship growth (Berger & Calabrese, 1975). This investigation explored the possibility of a parallel pattern of relationship development with media characters, applying principles from both uses and gratifications and uncer- tainty reduction theories to understand further the development of paraso- cial interaction relationships. Both uses and gratifications and uncertainty reduction theories have emerged as viable frameworks for examining the interface of interpersonal and mass communication (Perse & Rubin, 1987; Rubin & Rubin, 1985). Uses Rebecca B. Rubin (Ph.D., University of Illinois at Urbana-Champaign, 1975) is Associate Professor of Speech Communication at Kent State University. Her research interests include interpersonal communication, communication competence, and interfacing personal and mediated communi- cation. Michael P. McHugh (M.A., Eastern Illinois University, 1979) is Assistant Professor of Com- munication at Sagamon State University. His research interests include integrating interpersonal communication with the uses and gratifications approach for studying media theory. An earlier version was presented at the Speech Communication Association Convention, Chicago, Novem- ber 1986. This manuscript was accepted for publication April 1987. g) 1987 Broadcast Education Association 279

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