ПРИВАБЛИВІСТЬ ОБРАЗУ МЕДІАПЕРСОНИ В РАМКАХ ПАРАСОЦІАЛЬНОЇ ТЕОРІЇ
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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
Чаплінська, Ю. (2019). ПРИВАБЛИВІСТЬ ОБРАЗУ МЕДІАПЕРСОНИ В РАМКАХ ПАРАСОЦІАЛЬНОЇ ТЕОРІЇ. Проблеми політичної психології, 22(1), 22-48. https://doi.org/10.33120/popp-Vol22-Year2019-18
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Articles
Посилання
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Bennett, W. L. (2016). News: The Politics of Illusions (Tenth Edition). New York: Pearson, Р. 304. (in English)
Bilsky, W., & Schwartz, S. H. (1994). Values and personality. European Journal of Personality, 8 (3), 163–181. (in English)
Bippus, A. M. (2000). Making sense of humor in young romantic relationships: Understanding partners’ perceptions. Humor: International Journal of Humor Research, 13, 395–417. (in English)
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Brown, D. J. (2002). Mass Media Influences on Sexuality. Journal of Sex Research, 39 (1), 42–45. (in English)
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34 (4), 481–495. (in English)
Clavio, G., & Geurin, A. (2011). Gender and Sexually Suggestive Images in Sports Blogs. Journal of Sport Management, 25, 295–304. (in English)
Corner, J., & Pels, D. (2003). Media and the restyling of politics. Consumerism, celebrity and cynicism. London, England: Sage, Р. 201. (in English)
Coursaris, C. K., & Van Osch, W. (2016). Beauty brands versus vloggers: Exploring the effects of source credibility on information adoption on youtube. ECIS 2016 Proceedings (pp. 1–9). Istanbul: AIS Electronic Library. Retrieved from http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1031&context= ecis2016_rip [Accessed 20 Nov. 2019]. (in English)
D’Alessandro, S., & Chitty, B. (2011). Real or Relevant Beauty? Body Shape and Endorser Effects on Brand Attitude and Body Image. Psychology & Marketing, 28 (8), 843–878. (in English)
Drolet, M.-J., Lalancette, M., & Caty, M. E. (2015). ABC de l’argumentation. Pour les professi-onnels de la santé et toute autre personne qui souhaite convaincre [ABC of Argumentation for Health Professionnals or Everyone who Whises to Convince]. Québec, Canada: Presses de l’Université du Québec, Р. 380. (іn French)
Duncan, M. C. (1990). Sports photographs and sexual difference: Images of women and men in the 1984 and 1988 Olympic Games. Sociology of Sport Journal, 7, 22–43. (in English)
Fiorella, S., & Brown, D. (2013). Logic and reasoning (or how we learned to love influence marketing). In S. Fiorella, & D. Brown (Eds.), Influence Marketing: How to Create, Manage, and Measure Brand (рр. 1–2). Indianapolis: Que publishing. (in English)
Flanagan, T. (2014). Winning power. Canadian campaigning in the 21st century. Montreal, Quebec, Canada: McGill-Queen’s University Press, Р. 252. (in English)
Fouts, G., & Burggraf, K. (2000). Television situation comedies: Female weight, male negative comments, and audience reactions. Sex Roles, 42, 925–932. (in English)
Giles, D. C. (2002). Parasocial interaction: A review of the literature and a model for future research. Media Psychology, 4, 279–305. (in English)
Grabe, S., Ward L. M., & Shibley, J. (2008). The Role of the Media in Body Image Concerns Among Women: A Meta-Analysis of Experimental and Correlational Studies. Psychological Bulletin, 134 (3), 460–476. (in English)
Grittmann, E., & Ammann, I. (2009). Die Methode der Quantitativen Bildtypenanalyse. Zur Routinisierung der Bildberichterstattung am Beispiel von 9/11 in der Journalistischen Erinnerungskultur [The method of quantitative image type analysis. On routines in visual press coverage. The example of 9/11 in journalistic rememberance]. In T. Petersen & C. Schwender (Eds.), Visuelle Stereotype [Visual stereotypes], pp. 141–158. (in German)
Grittmann, E., & Ammann, I. (2011). Quantitative Bildtypenanalyse [Quantitative image type analysis]. In T. Petersen & C. Schwender (Eds.), Die Entschlüsselung der Bilder [Decoding of images] (pp. 163–178). (in German)
Hardin, M., Lynn, S., & Walsdorf, K. (2005). Challenge and conformity on “contested terrain”: Images of women in four women’s sport/tness magazines. Sex Roles, 53 (1/2), 105–117. (in English)
Hartmann, T. & Goldhoorn, C. (2011). Horton and Wohl revisited: Exploring viewers’ experience of parasocial interaction. Journal of Communication, 61(6), 1104–1121. (in English)
Harwood, J. (1999). Age identification, social identity gratifications, and television viewing. Journal of Broadcasting & Electronic Media, 43, 123–136. (in English)
Haveten, C. E. (2017). Beauty vloggers and their influence on consumer-buying intentions (The case of the Netherlands). Erasmus University Rotterdam. Retrieved from https://thesis.eur.nl/pub/39696/Have-Charlotte-ten.pdf [Accessed 20 Nov. 2019]. (in English)
Hellweg, A. (2011). Social Media Sites of Politicians Influence Their Perception by Constituents. The Elon Journal of Undergraduate Research in Communications, 2 (1), 22–36. (in English)
Herring, S. C., & Kapidzic S. (2015) Race, Gender, and Self-Presentation in teens profil photographs. New Media & Society, 17 (6), 958–976. (in English)
Hoffner, C. (1996). Children’s wishful identification and parasocial interaction with favorite television characters. Journal of Broadcasting & Electronic Media, 40 (3), 389–402. (in English)
Hoffner, C. & Buchanan, M. (2005). Young Adults’ Wishful Identification With Television Characters: The Role of Perceived Similarity and Character Attributes. Media Psychology, 7, 325–351. (in English)
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