Lecture 7 Flashcards
PSR: Parasocial relationship
4 phases of para social relationship
Initiation : impression formation
Experimentation : seeking exposure to the media figure
Intensification : being more and more present to attract the attention of the media figure
Integration/bonding : The media figure notices the user
These parasocial relationships and interactions are at the base of trust.
parasocial relationships and interactions are at the base of trust.
But how do we decide who to trust, who we want to bond with ?
Source credibility is one of the foundations of parasocial relationships
How to say someone is credible ?
do they have precoived expertise (CS)&(PR)
do they have seem honest (PR)
Are they attractive (PR)
DO they look like me (PR)
Source credibility is one of the foundations of parasocial relationships
How to say someone is credible ?
do they have preceived expertise (CS)&(PR)
do they have seem honest (PR)
Are they attractive (PR)
DO they look like me (PR)
But how do we determine this ?
We use elaboration likelihood model (ELM)
ELM have 2 routes
Central route : conscious , argumentative,based on facts (CS)
Peripheral route: based on impressions, positive or negative cues, heuristics (mental shortcuts) (PR)
Peripheral route is more effective at cultivating credibility
How much power does influencers have on followers
Example 2 categories: Fitfluencers and Greenfluencers
Example Fitfluencers : can influence people to workout and get healthy
But can they really ?
Because they can also promote stuff like unattainable appearances causing a social (upward) comparison
It was found that ;
If u think that fitfluncer is credible if u will have a better parasocial relationship
But most of the time apparently compared to other types of influencers fitfluencers don’t have a n extra impact in impacting what people eat
Discrepancy hypothesis :
(background food not healthy compared what promoted is more effective way of promoting the healthy product)
