YouTubers can improve your mood more than regular friends

At a time when online connections often feel as real as face-to-face interactions, new research reveals a surprising source of emotional support: YouTubers. These digital influencers are not just artists; they become significant figures in the lives of their followers. Research from the University of Essex highlights that parasocial relationships – those one-way bonds we form with media personalities – can sometimes provide greater emotional fulfillment than casual interactions in real life. This study sheds light on the enormous role YouTubers play in our emotional well-being and suggests they may have a greater impact than we ever imagined.

Key takeaways

Definition and meaning of PSR: People form one-sided “parasocial” relationships (PSR) with people they never meet, such as celebrities or fictional characters, to satisfy their psychological needs.
Comparison with bilateral relations: PSRs are perceived as more effective in meeting emotional needs than weak personal relationships (friends), but less effective than strong bilateral relationships (close friends or family).
Research overview:
- Study 1 and 2: Participants rated PSRs (with both YouTube creators and other figures) and bilateral relationships in terms of their ability to meet emotional needs. Strong PSR relationships have been found to be more effective than weak bilateral relationships, but less effective than strong bilateral relationships.
- Study 3: We examined how people with high and low self-esteem perceive the PSR reaction after experiencing social rejection. Individuals with high self-esteem perceived the PSR as more responsive in the face of social threat, whereas individuals with low self-esteem consistently perceived the PSR as responsive regardless of the threat.
Advantages of PSR:
- PSRs provide coherent social resources that cannot reject or abandon individuals.
- People can easily return to PSRs and reconnect with them, providing a sense of stability and control.
Satisfying emotional needs: PSRs help regulate emotions by providing perceived social support similar to traditional relationships. They can cheer people up, provide comfort and enhance positive emotions.
Psychological mechanisms:
- PSRs provide reliability and predictability of support, unlike bilateral relationships that may vary in response times.
- They fill gaps in emotional support networks, especially when immediate two-way interactions are not possible.
The role of self-esteem: The degree to which people rely on PSRs for emotional support varies depending on their level of self-esteem. People with low self-esteem consistently perceive PSRs as supportive, whereas people with high self-esteem perceive PSRs as more responsive in the face of social threat.
Implications and future research: The study highlights the integral role of PSR in people’s social portfolio and calls for further research to explore the mechanisms and long-term effects of PSR on well-being and emotion regulation.

In today’s digital landscape concept parasocial relationships gained significant attention. These one-sided relationships, in which an individual develops a strong emotional bond with a media personality or fictional character, are becoming increasingly common in the age of social media and online content creation. A recent study from the University of Essex sheds light on the emotional impact of these relationships, especially those with popular YouTubers.

YouTubers as emotional support systems

A study published in Scientific Reports shows that parasocial relationships with YouTubers can take you to the next level emotional fulfillment compared to interactions with casual friends such as neighbors or co-workers. Participants reported feeling more liked, respected, and understood by online personalities, even though the interaction was not reciprocal. This finding highlights the potential of these one-way connections to offer a sense of companionship and support, especially in the absence of strong relationships in real life.

Contrary to popular belief, the study found that the phenomenon of parasocial relationships is not limited to a specific age group or demographic. Research that has been conducted over 1080 participants in the UK and America, whose average age is 36, revealed that people of all ages reported feeling a strong bond with at least one fictional character, celebrity or internet personality they had never met. This suggests that the desire for emotional connection and validation from media characters is a universal human experience.

The role of YouTubers in emotional fulfillment

Among the participants, 52% said they had strong parasocial connections, and 36% feel particularly close to the YouTuber. The study highlights the unique role YouTubers play in providing emotional support to their viewers. Popular personalities like Zoella, KSI, and PewDiePie have amassed millions of subscribers by creating a sense of intimacy and familiarity through regular video uploads and personal storytelling. This consistent commitment allows viewers to develop a strong sense of attachment, even if the relationship is one-sided.

While the study highlights the potential benefits of parasocial relationships, it also acknowledges the importance strong bilateral relations, such as romantic partnerships or close friendships, in meeting emotional needs. These interconnections were consistently found to be most effective in providing emotional support and satisfaction. Therefore, it is extremely important to find a balance between contact with media personalities and cultivating relationships in real life.

Balancing parasocial relationships with real-life connections

The results of this study have important implications for understanding the changing nature of interpersonal relationships in the digital age. As individuals increasingly turn to online platforms for entertainment, information and emotional support, it is important to recognize the potential impact of social relationships on mental health and well-being. Future research could explore the long-term effects of these one-way connections, as well as strategies to support healthy and sustainable relationships in the digital age.

Moreover, the study opens up opportunities to explore the role social media in shaping contemporary relationships. As platforms like YouTube, Instagram and TikTok continue to dominate the online landscape, understanding how these spaces foster emotional connections and influence social dynamics becomes increasingly important. Additionally, examining the psychological impact of fictional characters and their ability to provide comfort and inspiration can provide valuable insights into the complex relationship between media consumption and emotional well-being.

source: Nature

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