Parasociality in the political sphere: overview of scientific research

Abstract

Background and purpose. This article analyzes the world experience of scientific research on parasociality in the political sphere. Despite the fact that research in the field of parasocial theory has been conducted for more than 60 years developments in the field of political psychology are quite small. They are almost not represented in Ukrainian science. The purpose of this scientific work is to review research not only at the Ukrainian level but also worldwide.

Findings. After analyzing more than 80 scientific works within the theory of parasociality, the author identified 25 for analysis and review, relating to the political sphere. The author determines four areas in which these studies can be divided: parasociality and media images of politicians; use of parasociality to predict basic support, providing voters to a political candidate; communication and parasociality in social networks; psychodiagnostic tools of parasociality in the political sphere. It is worth noting that the author calls the division conditional, due to the fact that certain studies contain broad empirical data that can be considered in several areas. The most extensive and detailed research is in the field of presenting media images of politicians to a wide audience, as well as research related to social networks and the ability to communicate and disseminate information to voters. The least represented (although in the author's opinion they are key) research that related to psychodiagnostic tools. Although the value of parasociality in predicting election results and electorate support for a candidate is undeniable, only three such tools have been developed in the world. It is also worth mentioning that the presented psychodiagnostic tools are quite concise and are usually used with additional metrics or questionnaires. Studies of parasociality in the political sphere are relevant and necessary in terms of studying new electoral technologies and opportunities to resist manipulative influences. According to the author, the phenomenon of parasociality provides ample opportunities for manipulation, a good platform and quality tools. We see further research in the development of a series of practical exercises and recommendations for the development of critical thinking and resistance to manipulative influences that can carry media technologies based on the phenomenon of parasocialities.

Practical applications of the results. The presented results can be widely used both theoretically and practically for research in the field of parasocial relations with political mediapersons.