AI Article Synopsis
- Research on parasocial interaction (PSI) has shifted from traditional media, like TV and radio, to video game streaming, where audience engagement is more direct and interactive.
- A study with 251 participants examined how different methods of addressing viewers and responding to chat messages influenced their experience of PSI and enjoyment.
- Results indicated that personalized addressing and streamer interaction with chat significantly enhanced PSI experiences, which in turn predicted viewers' adherence to social norms, highlighting the evolving understanding of PSI in interactive media.
Article Abstract
Research on parasocial interaction (PSI) has a long tradition in noninteractive environments such as watching TV or listening to radio speakers. In the past years, researchers have started to apply PSI on videogame streaming environments, where the audience can interact with the observed media persona and get immediate feedback on their messages and requests. In a 3 × 2 online experiment ( = 251), we manipulated how a streamer addressed participants (individual vs. collective vs. no addressing) and whether he paid attention to and answered messages in the chat (attention vs. no attention to the chat). Findings show that the more individually participants were addressed and whether the streamer reacted to messages in the chat affected experiences of PSI. Furthermore, alongside their overall enjoyment, PSI predicted viewers' commitment to social norms. We discuss these findings regarding their implications for the conceptualization of PSI in light of interactive novel technologies.
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| http://dx.doi.org/10.1089/cyber.2020.0546 | DOI Listing |
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