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 2024

Date of Submission

2024-09-09

Advisor

Hajrah Rahman, Lecturer, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Keywords

Parasocial Relationships, Attachment Styles, Loneliness, Escapism, Media

Abstract

Parasocial relationships (PSRs) refer to the one-sided bonds that viewers develop with media personas on screen. Although previous research has explored the psychological factors influencing PSRs, the findings have been inconsistent. This quantitative study aims to address these inconsistencies by assessing how loneliness and attachment styles – two frequently studied factors – contribute to the formation of PSRs, particularly in the context of the evolving media landscape and celebrity culture. A sample of 100 female undergraduates from Pakistan was surveyed using the Celebrity Persona Parasocial Interaction Scale (CPPI), the UCLA Loneliness Scale, and the Adult Attachment Scale. The study hypothesized no significant correlations between the variables, informed by inconsistent trends observed in the literature review. The results revealed an average CPPI score of 63.39, reflecting a relatively high level of PSRs among participants. Correlation, ANOVA, and multiple regression analyses were conducted using SPSS to assess the relationships between the variables. Results indicated no significant correlation between loneliness and PSRs (r= -0.085), supporting the hypothesis. Similarly, no significant relationship was found between attachment styles and PSRs. However, the analysis identified significant differences in loneliness levels across attachment styles, with individuals exhibiting a fearful attachment style reporting higher loneliness. The study acknowledges limitations, including the small sample size and the quantitative nature of the research. Future studies with larger, more diverse samples are recommended. This research offers new insights into PSRs within a collectivist society and contributes to understanding young adult psychological development in an increasingly digital world.

Pages

75

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