Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Spring 2023

Date of Submission

2023-08-23

Advisor

Hajrah Rahman, Lecturer, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Abstract

This study, conducted in the field of media psychology, investigated the relationship between the three Big Five traits (openness, neuroticism, and extroversion) and parasocial relationships (PSR), specifically with an individual's favorite fictional TV character. The primary aim was to determine the presence of a relationship between these variables and identify the strongest predictors of PSR in a collectivistic society like Karachi. The study hypothesized a positive relationship between neuroticism, openness, and PSR, as well as a negative relationship between PSR and extroversion. Data was collected through an online questionnaire completed by 160 emerging adults (aged 18–25) residing in Karachi. The measures used included the Parasocial Interaction Scale and the Big Five Personality Inventory. A multiple linear regression model in SPSS was employed to analyze the data. The findings revealed that openness emerged as the strongest predictor of PSR, exhibiting a significant positive relationship. Furthermore, a non-significant positive relationship was found between neuroticism and PSR, while a non-significant negative relationship was observed between PSR and extroversion. These relationships were analyzed using the theoretical frameworks of narrative transportation and the social surrogacy hypothesis. The study discusses the limitations, provides directions for future research, and explores practical implications and interventions for both the media industry and society at large. The results open avenues for further research in this domain, contributing to the existing knowledge base.

Pages

68

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