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Pride Month: Celebrating LGBTIQ+ Allied BrandsIn recent years, there has been a growing movement of brands that are publicly committed to equality and fairness.
Online relationships offer convenience, immediacy and a global reach, which has led to the creation of virtual communities and friendships in the online world. However, relying on digital communication is also challenging.
Online interactions often lack the emotional depth you get from face-to-face conversations. Lack of body language and tone can lead to misunderstandings, and overexposure to social media can contribute to feelings of loneliness and anxiety.
What is a parasocial relationship?
A parasocial relationship is the one-sided relationship that an audience member forms with a media personality. This relationship is created through repeated exposure to this personality’s content such as movies, TV shows, music, or social media posts. As the audience member gets to “know them better”, they may feel a personal connection developing between them, even though the relationship is not mutual.
Parasocial relationships are not new. They emerged with the mass media, or even before that, when people bonded with deities and royalty. However, the rise of social media has made it easier than ever for people to develop parasocial relationships, simply because we are exposed to a wider variety of public figures and have more opportunities to interact with them; even “getting to know them” more intimately. And they strengthen those ties, allowing the illusion of proximity with their fans, generating attachment and affection.
For some, these relationships help with self-esteem as they find the same interests in others and avoid rejection. According to data from Kaspersky, 56% of those surveyed in Latin America say that they learn from the influencers they follow in areas such as health, hobbies, fashion and news. Even 5% experience a feeling of absence if they don’t interact with their influencers.
The benefits and challenges of parasocial relationships
Parasocial relationships can have a number of benefits for an audience member. They can provide companionship and support, especially for people who are lonely or isolated. They can also be a source of entertainment and information. In some cases, parasocial relationships can lead to positive changes in the person’s life, such as increased motivation or self-esteem.
While parasocial relationships can be beneficial, they can also be risky. For example, a person being overly invested in the relationship and starting to believe that the person is their friend or confidante. This can lead to disappointment and emotional distress when the other person does not reciprocate your feelings.
Another risk is that parasocial relationships can lead to unrealistic expectations about relationships in real life. If a person only sees the curated lifestyle of a public figure, they may develop unrealistic expectations about what a real relationship should look like. This increases the difficulty of creating healthy relationships in real life. Examples of these phenomena can be found in media cases such as the #FreeBritney movement, the trial between Johnny Deep and Amber Heard, or Shakira and Piqué’s breakup.
7 Tips for Building Meaningful Relationships in the Digital Age
1. Balance. Although online relationships are valuable, it is important to maintain a healthy balance between the online and offline worlds. Setting up time to interact in person fosters a deeper and more authentic connection.
2. Effective communication. Online communication should be clear and considerate. Since a lack of non-verbal cues can lead to misunderstandings, it’s critical to choose your words carefully and use emojis and punctuation to convey the right tone.
3. Authenticity. Be yourself online. Authenticity builds stronger long-term relationships. Avoid creating a false image on social media, as this can undermine trust and authenticity.
4. Digital limits. Set healthy boundaries for your online activity. Overexposure to social media can be detrimental to emotional well-being. Create offline hours and use them in activities that nurture your relationships off-screen instead.
5. Cultivate meaningful connections. Instead of searching for a herd of followers or online friends, focus on building meaningful relationships. Spend time connecting with people who share your values and interests.
6. Empathy. Practice empathy online by recognizing that behind every screen is a person with their own experiences and feelings. Treat others with respect and consideration, regardless of digital distance.
7. Professional opportunities. The digital age has also transformed the way we build professional relationships. Social networks like LinkedIn offer a platform to connect with colleagues and professionals from around the world, which can be beneficial to your career growth.