Celebrity Culture and Connective Media

The research identifies new expressions of parasociality, including Parasocial Love, Forgiveness, and Hate, aiming to deepen our understanding of online relationships. Focusing on fandoms, the study reveals the normalization and propagation of parasociality, marking a shift from traditional one-way communication to interactive online relationships.With over three billion social media users worldwide and the rapid growth of the fandoms, understanding the interplay between social media, parasocial relationships, and fandom culture becomes increasingly important. Social media platforms serve as essential conduits for content dissemination and fan engagement, particularly in the context of global appeal. By exploring the dynamics of parasocial relationships within fandoms, the research investigates how social media shapes these asymmetrical connections between fans and idols.

Autorentext
Esther Olaniyi is a dynamic PR expert with extensive experience in developing compelling narratives and strategic communication campaigns. Proficient in utilizing both traditional and digital channels, she excels in spearheading impactful PR initiatives. Authoring several books on PR, she holds a Master's Degree in CCM from Coventry University, UK.