THE MEDIAPERSON’S IMAGE ATTRACTIVENESS WITHIN PARASOCIAL THEORY
Main Article Content
Abstract
This article reveals the topic of the media persona’s image attractiveness for media consumers within parasocial theory framework. Based on reference material analysis, the author identifies three main areas in which scientific developments were conducted on the stated topic, namely: child psychology, consumer behaviour psychology and political psychology. The author presents the world research potential in terms of characteristics and requirements towards media persona’s image attractiveness, as well as a universal model based on synthesis and information generalization and worked out by the author himself. According to this model the attractiveness of a media persona depends on two key parameters subjective and parasocial. The subjective parameter bridges internal, external and behavioural-communication characteristics. The internal ones consist of the intelligence, sense of humor, benevolence, sincerity, reliability, honesty, respectfulness, positivity, extraversion, and aggression (violence) to some extent. The external ones are: demonstrating success and wealth attributes (expensive brands and valuables, luxury real estate); regular check-in locations change; and expressive sexuality and appearance attractiveness. The behavioural-communication characteristics include: discussing “acute” topics; personal information disclosure to the public; regular updating social networks personal pages; brightness, curiosity, novelty, reliability, clarity and information consistency provided to media consumers; initiating various actions on social networks, creating new hashtags. The parasocial parameter combines the formation of a sense of friendliness, the presence of a sense of intimacy, creating the sense of belonging, willingness to be imitated and identified, sharing values with the media persona. This research is useful for various media communities, it forms a universal basis for shaping public image management strategies. The author uncovers the prospects for further research in the field of political psychology, namely the parasocial communication influence on the electoral behavior.
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Chaplinskaya, I. (2019). THE MEDIAPERSON’S IMAGE ATTRACTIVENESS WITHIN PARASOCIAL THEORY. Problems of Political Psychology, 22(1), 22-48. https://doi.org/10.33120/popp-Vol22-Year2019-18
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References
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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)
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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)
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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)
Hoffner, C., & Cantor, J. (1991). Perceiving and responding to mass media characters. In J. Bryant & D. Zillmann (Eds.), Communication. Responding to the screen: Reception and reaction processes, pp. 63–101. (in English)
Horton, D., & Wohl, R. (1956). Mass Communication and Para-Social Interaction. Observation on Intimacy at a Distance, Psychiatry, 19, 215–229. (in English)
Joseph, W. B. (1982). The credibility of physically attractive communicators: A review. Journal of advertising, 11 (3), 15–24. (in English)
Kahle, L.R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11 (4), 954–961. (in English)
Karadimitriou, A., & Veneti, A. (2016). Political Selfies: Image Events in the New Media Field. In A. Karatzogianni, D. Nguyen, & A. Serra (Eds.), The Digital Transformation of the Public Sphere: Conflict, Migration, Crisis, and Culture in Digital Networks, London: Palgrave McMillan. Retrieved from http://eprints.bournemouth.ac.uk/27466/1/Political_Selfies_Image_Events_in_the_Ne.pdf [Accessed 20 Nov. 2019]. (in English)
Khalid, R., & Yasmeen, T. (2019). Celebrity Physical Attractiveness Effect on Consumer Buying Behavior. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 16, 173–180. (in English)
Khaniwale, M. (2015). Consumer-buying behavior. International Journal of Innovation and Scientific Research, 14 (2), 278–286. (in English)
King, A. (2002). Do leaders’ personalities really matter? In A. King (Ed.), Leaders’ personalities and the outcomes of democratic elections (pp. 1–43). Oxford, England: Oxford University Press. (in English)
Koutsobinas, T. (2015). The Political Economy of Status: Superstars, Markets and Culture Change. UK and Northampton, MA, USA: Edward Elgar Publishing, P. 264. (in English)
Kowalczyk, C., & Pounders, K. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product & Brand Management, 25(4), 345–356. (in English)
Lalancette, M. & Raynauld, V. (2017). The Power of Political Image: Justin Trudeau, Instagram, and Celebrity Politics. American Behavioral Scientist, 1–37. (in English)
Lalancette, M., & Tourigny-Koné, S. (2017). 24 Seven videostyle: Blurring the lines and building strong leadership. In A. Marland, T. Giasson, & A. Esselment (Eds.), Permanent campaigning in Canada (pp. 259–277). Vancouver, British Columbia, Canada: University of British Columbia Press. (in English)
Lee, J. E., & Watkins, B. (2016). Youtube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69, 5753–5760. (in English)
Lemish, D. (2007). Children and Television: A Global Perspective. Malden, MA: Blackwell Publishing, P. 257. (in English)
Li, H., Cui, J.-T., & Ma, J.-F. (2015). Social influence study in online networks: A three-level review. Journal of Computer Science and Technology, 30 (1), 184–199. (in English)
Liebhart, K., & Bernhardt, P. (2017). Political Storytelling on Instagram: Key Aspects of Alexander Van der Bellen’s Successful 2016 Presidential Election Campaign. Media and Communication, 5, 15–25. (in English)
Livingstone, S. (1987). The implicit representation of characters in Dallas: A multidimensional scaling approach. Human Communication Research, 13, 399–420. (in English)
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