Communication · Executive Insight Brief · 219
Audience bond is not reciprocity
Assess involvement with a media persona while separating in-exposure interaction, enduring relationship, liking, reciprocity, and persuasion
Premise
The Rubin–Perse–Powell Parasocial Interaction Scale was developed to measure involvement with a favorite local television news personality. It operationalized the idea that viewers can experience a media persona as socially present and relationally meaningful despite the absence of ordinary reciprocal interaction.
Its historical label now needs qualification. Contemporary research distinguishes parasocial interaction during a particular exposure from a parasocial relationship that persists across exposures. Because classic items include familiarity, companionship, attraction, and friendship-like interest, the total may combine immediate interaction with liking or longer-term involvement.
What the model is: Parasocial Interaction Scale in Knowledge →
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- FamilyTool
- CategoryMeasurement & Assessment Instruments
- DomainMedia, Publics & Society
What these mean
Editorial orientation · Family
Tool
In this series, Tool names the editorial family primarily used to act on, examine, measure or organize communication. It includes instruments, methods, practices, protocols, codes and institutional arrangements. Membership does not certify effectiveness, portability or safe use in every setting.
Editorial orientation · Category
Measurement & Assessment Instruments
Produces measures, scores, profiles or assessments through defined items, observations or measurement rules. The entry identifies what is measured and the conditions governing interpretation.
- KnowledgeParasocial Interaction Scale