YouTube celebrities and parasocial interaction: Using feedback channels in mediatized relationships

Abstract

Young media consumers are increasingly using online video platforms, as YouTube in particular registers extremely high numbers of viewers and subscribers. These numbers then increase the popularity of the celebrities who present themselves in the videos on the platform. With their far-reaching influence, through involvement in the public sphere as well as broad marketing concepts, they draw in viewers and gain attention worldwide. It can thus be understood that YouTube users also form a bond with the celebrities featured online, as formulated theoretically in the concept of parasocial relationships. In this study, an exploratory online survey examines quantitatively whether these parasocial relationships are predominantly formed with YouTubers via the platform’s feedback channels. As the results show, however, the strength of these parasocial relationships is not influenced to any great extent by use of the feedback functions.