The Development and Influence of Parasocial Relationships With Television Characters: A Longitudinal Experimental Test of Prejudice Reduction Through Parasocial Contact

Abstract

The current study investigates parasocial relationships as the underlying mechanism explaining prejudice reduction following extended exposure to mediated outgroups. Heterosexual participants viewed a fictional television series for 10 weeks depicting outgroup (gay) characters in which the outgroup attribute (sexuality) was accentuated or sanitized. Parasocial relationships with outgroup characters grew significantly over the course of the study regardless of condition. White participants and participants who reported the strongest pretest prejudice experienced the most intense growth. Outgroup prejudice decreased significantly over time for participants in both experimental conditions. Parasocial relationships predicted both prejudice reduction over time and behavioral responses to the outgroup. Parasocial relationships with an ingroup character engaged in intergroup contact did not contribute to prejudice reduction beyond parasocial relationships with outgroup characters. This research suggests that audiences can develop socioemotional bonds with outgroup television characters that can influence attitudes and behaviors much the same as direct, interpersonal intergroup contact.