Abstract
The concept of parasocial interaction explains the relationship that
exists between media consumer(s) and media figure(s). Although it is,
more or less, a one-way form of interaction, in this interaction, the
viewer identifies a media figure as one of his/her intimate friends or
his/her acquaintance just as he/she identifies any other individual in
his/her social circle. This research work aimed at exploring ‘para-social
Interaction’ (PSI) with special reference to Pakistani dramas. The study
has examined the relationship of TV dramas’ viewers with the
celebrities of Pakistan’s drama industry. For this purpose, a survey
(N=200) was carried out. Findings from the research showed that
watching dramas on TV gives rise to para-social Interaction and does
make the viewers develop a feeling of association with celebrities of
drama. However, this sense of association does not depend on the
amount of time that the respondents spent on watching television
dramas; it was rather found to be dependent on other demographic
factors such as gender of the viewers, their age, income, education and
the viewer’s motives/reasons for watching television. Implications of
the findings are discussed.
Lubna Zaheer. (2019) Parasocial Interaction and Television Viewers in Pakistan , Journal of Behavioural Sciences, Volume 29, Issue 1.
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