ПРИВАБЛИВІСТЬ ОБРАЗУ МЕДІАПЕРСОНИ В РАМКАХ ПАРАСОЦІАЛЬНОЇ ТЕОРІЇ

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Юлія Чаплінська

Анотація

У межах парасоціальної теорії розкривається тема привабливості образу медіаперсони для медіаспоживачів. На основі аналізу літератури визначено три основні напрямки наукових розвідок щодо заявленої теми, а саме: дитяча психологія, психологія споживчої поведінки та політична психологія. Представлено світовий науковий доробок щодо характеристик та вимог привабливості медіаперсони, а також створену на його основі за допомогою синтезу та узагальнення авторську універсальну модель. Відповідно до останньої привабливість медіаперсони залежить від двох основних параметрів – суб’єктивного і парасоціального. Суб’єктивний параметр охоплює характеристики внутрішні, зовнішні та поведінково-комунікативні. До внутрішніх належать інтелект, гумор, доброзичливість, щирість та надійність, чесність, повага до інших, позитивність, екстравертованість та певною мірою агресивність (несамовитість), до зовнішніх – демонстрація атрибутів успіху та багатства (наявність дорогих брендів та коштовних речей, розкішної нерухомості); регулярна зміна локацій та чек-інів; виражена сексуальність та зовнішня привабливість; до поведінково-комунікативних – обговорення “гострих” тем; розкриття широкому загалові інформації, що стосується особистого життя; регулярне поповнення та оновлення сторінок у соціальних мережах; яскравість, цікавість, новизна, достовірність, наочність та узгодженість наданої медіаспоживачам інформації; ініціювання різноманітних акцій у соціальних мережах, створення нових хештегів. Парасоціальний параметр об’єднує формування почуття дружності, наявність почуття близькості та інтимності, створення відчуття належності, готовність до наслідування та ідентифікації, поділяння цінностей з медіаперсоною. Результати дослідження становлять інтерес для представників різних медіаспільнот, формують універсальне підґрунтя для розроблення стратегій управління іміджем публічних осіб. Перспективи подальших досліджень авторка пов’язує зі сферою політичної психології, а саме дослідженням впливу парасоціальної комунікації на електоральну поведінку.

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Як цитувати
ЧаплінськаЮ. (2019). ПРИВАБЛИВІСТЬ ОБРАЗУ МЕДІАПЕРСОНИ В РАМКАХ ПАРАСОЦІАЛЬНОЇ ТЕОРІЇ. Проблеми політичної психології, 22(1), 22-48. https://doi.org/10.33120/popp-Vol22-Year2019-18
Розділ
Articles
Біографія автора

Юлія Чаплінська, Інституту соціальної та політично психології НАПН України

Докторант, кандидат психологічних наук, старший науковий співробітник лабораторії психології масових комунікацій та медіаосвіти.

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