Young people scroll their TikTok and Instagram feeds — sometimes aimlessly consuming content, acquiring information, and developing emotional bonds with fictional and real-world celebrities. In Hopelab’s survey on parasocial relationships, AI chatbots, and joyful interactions online we asked young queer people to share their experiences on social media. They described experiencing personal and candid moments, respecting the candor of relatable content, and appreciating funny clips, music, and lifestyle commentary, which was sometimes focused on queer identity. The connections between audiences and media figures, such as social media content creators, are defined as parasocial relationships.
The term parasocial relationship was first coined in 1956 by Donald Horton and R. Richard Wohl, sociologists studying the psychological attachment formed from viewing television personalities. The advent of social media saw a resurgence of interest in parasocial relationships, with the idea now applied to social media personalities and influencers. Understanding the history of the phenomenon is helpful for understanding how parasocial relationships can benefit young people, particularly LGBTQ+ individuals exploring their sexual or gender identities.
Parasocial relationships vs. fandom: What is the difference?
Parasocial relationships are typically one-sided relationships that occur with content creators, musicians, actors, or influencers. A parasocial relationship is not the same as being a fan, though there is overlap. The relationship fans have with celebrities is typically more curated, somewhat distant, and not reciprocal. Fans know the image the celebrity (or the celebrity’s management team) chooses to project rather than the celebrity’s authentic self. Most parasocial relationships are normal and healthy, in fact, parasocial relationships are beneficial in several cases and have catalyzed studies analyzing the influence of these relationships on marginalized communities.
Parasocial relationships and the Queer community
The popular NBC television series, Will & Grace, is an example where parasocial relationships were shown to have an influence on the LGBTQ+ community. The sitcom was one of the most successful television series with gay principal characters and, despite criticism for its stereotypical portrayal of gay characters, received critical acclaim. In a 2008 survey of 245 college students, researchers observed that increased viewing frequency of Will & Grace and their parasocial relationship with Will’s character helped improve tolerance and acceptance of the gay community. The correlation was highest for those who had little to no interpersonal contact with lesbians and gay men. This research was the foundation for several more studies investigating audiences’ positive and negative parasocial relationships with TV characters and their effect on the LGBTQ+ population.
Parasocial Relationships and social media: Queer youth find comfort and acceptance
It’s crucial for queer teenagers to experience visibility and recognition. According to GLAAD’s 2022-23 annual Where We Are On TV Report, only 10.6% of total characters on broadcast series identified as LGBTQ+, with 70 regular LGBTQ+ characters slated to appear for the season. In response, numerous young individuals seek companionship, community, and support through social media. These platforms serve as a lifeline for isolated LGBTQ+ youth, providing safety, acceptance, and encouragement in non-judgmental environments. For LGBTQ+ young people to feel a sense of normalcy, it is vital for them to encounter individuals who share their appearance and use similar labels to identify themselves. Many LGBTQ+ youth may not be open about their identity or have access to support from their family, school, or community. Social media often becomes a refuge where they can find comfort and acceptance.
During COVID-19, social distancing contributed to more consistent exposure to discrimination and reduced community and mental health support for LGBTQ+ young people. A study published in 2021 explored how parasocial relationships between queer youth living in their parents’ homes and LGBTQ+ YouTube creators moderated the associations between family support and loneliness and between loneliness and depression symptoms. When there was not a supportive relationship with family, parasocial relationships between LGBTQ+ youth and queer media creators proved to be beneficial.
Parasocial relationships and mental health
In supporting the mental health and well-being of young people, the presence of parasocial relationships should not be overlooked or minimized. Content creators can be leveraged differently if they are equipped with tools that provide support and care for young people, especially LGBTQ+ and BIPOC young people who are seeking mental health support on non-traditional platforms. More research can and should be done on the effects of parasocial relationships, and how young people are leveraging them for healing. Those findings can be translated into action by creating tools that harness the power of parasocial relationships to support young people.
Check out one of Hopelab’s portfolio companies leveraging elements of parasocial relationships to bolster well-being outcomes.
Movement Genius is a subscription platform that offers inclusive classes designed to reduce stress and improve well-being. The program features inclusive instructors and classes tailored to the LGBTQ+, BIPOC, neurodivergent, and differently-abled communities. Co-founder Alyson Stoner is a multi-disciplinary artist, author, speaker, and activist. They appear regularly in Movement Genius’ social media feed and as an instructor on the platform.
