Fanship as parasocial relationships: an outlook on the model for strategic management of fan communication

Abstract

This dissertation designed and tested a model for fanship for parasocial relationship (FPR), in order to provide a scale to measure the relationships between fans and their favorite celebrities, taking into account publics activity, fan behaviors, and interpersonal relationships. To do so, a total of four studies were conducted to develop and validate the scale. Previous research about fandoms has focused on cultural artifacts and the observation of in-group and out-group behaviors within fandoms, and fan behaviors, but there has been a gap in the literature referring to the management of relationships between fans and celebrities. The present study contributes to the theoretical development of parasocial relationships, grounded in public relations and interpersonal communication frameworks. This dissertation presents a model which consists of a total of six dimensions; attending, bonding, charm(ed), dedication, expectation, and formativeness. In addition, the study predicted that fanship as parasocial relationship was influenced by antecedents, such as two-way symmetrical communication and interpersonal communication motives. As well, the development of fanship as parasocial relationship triggers consequences in terms of fans’ behavior, producing higher intentions of positive megaphoning, advocative behaviors, and media consumption when the relationship between celebrities and fans intensifies. The present work suggests an urge to abandon old models of public relations such as press agentry, and encourages the use of two-way symmetrical communication and relationships cultivation to manage celebrities.