Horton and Wohl revisited: exploring viewers’ experience of parasocial interaction
Open accessAbstract
Linking back toD. Horton and R. Wohl (1956),the present approach conceptualizes and empirically examines viewers' parasocial interaction experience with a TV performer. Causes and outcomes of parasocial interaction experience are examined. To this end, a new Experience of Parasocial Interaction (EPSI) scale is introduced. In a 2 (Bodily Addressing) × 2 (Verbal Addressing) between-subjects experiment (N = 198) viewers reported a more intense parasocial experience if they were addressed by a TV performer on a bodily and verbal level. In addition, the more viewers perceived the performer to be attractive and the stronger their perspective-taking ability, the more intense their parasocial experience. Stronger parasocial experience resulted in higher commitment to social norms and a greater enjoyment of the exposure situation.
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Parasocial interaction theory explains the formation of one-sided relationships between audiences and media figures.
“In addition, this study mobilizes parasocial interaction theory, which explains the formation of one-sided relationships between audiences and media figures (Hartmann and Goldhoorn, 2011).”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Hartmann and Goldhoorn, 2011
When consumers perceive an influencer as credible, they are more likely to interpret personal disclosures and engagement behaviors as genuine, thereby fostering a sense of closeness and emotional attachment consistent with parasocial interaction theory.
“When consumers perceive an influencer as credible, they are more likely to interpret personal disclosures and engagement behaviors as genuine, thereby fostering a sense of closeness and emotional attachment consistent with parasocial interaction theory”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Hartmann and Goldhoorn, 2011
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“The finding that a parasocial experience increases enjoyment may also explain why other studies found that TV users seek parasocial interaction to satisfy their entertainment needs (Levy & Windahl, 1984; Palmgreen et al., 1980).”
BackgroundIt's Okay to Shoot a Character: Moral Disengagement in Violent Video Games
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Nassim, S., Soulami, M., Hasinat, I., Nassim, I., & Touate, S. (2026) · Frontiers in Communication · doi:10.3389/fcomm.2026.1911649
- Authors
- Hartmann, T., & Goldhoorn, C.
- Affiliations
- Vrije Universiteit Amsterdam (NL)
- ORCID
- Hartmann, Tilo
- Venue
- Journal of Communication
- Publisher
- Oxford University Press (OUP)
- Published
- 2011-12
- Volume
- 61
- Issue
- 6
- Pages
- 1104-1121
- ISSN
- 0021-9916 (ISSN-L)
- OpenAlex
- W2152953506
- Cited by
- 569
- References
- 5
- Citations by year
- 2026: 89 · 2025: 62 · 2024: 64 · 2023: 58 · 2022: 49 · 2021: 62 · 2020: 35 · 2019: 20 · 2018: 21 · 2017: 30 · 2016: 32 · 2015: 21 · 2014: 11 · 2013: 8 · 2012: 6
- FWCI
- 153.25
- Type
- journal article
- Language
- en
- Open access
- green
- research.vu.nl
- Licence
- Locations
- Journal of Communication (publishedVersion)
- VU Research Portal (publishedVersion, other-oa)
- Digital Academic REpository of VU University Amsterdam (Vrije Universiteit Amsterdam) (submittedVersion)
- Data Archiving and Networked Services (DANS) (submittedVersion, other-oa)
- Topics
- Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
- Social Sciences › Communication › Media Studies and Communication
- Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
- Keywords
- parasocial interaction, perspective taking, perceived attractiveness, audience experience
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