Looking for a lift? The answer might be YouTube.
Watching videos on the ubiquitous social media site may make people happier than small talk with casual acquaintances or coworkers, according to new research.
The research, which actually encompassed three studies that surveyed 1,080 people in the UK and US found that 52% of respondents felt they had a strong parasocial relationship, and 36% said they felt close to a YouTuber.
Parasocial relationships are described as having a bond with someone you’ve never met, or probably will never meet — often an influencer or a celebrity. They’re not bad, in fact, psychologists believe these types of relationships can play a pivotal role in helping people feel less alone or validated in a particular experience.
“Parasocial relationships are an important part of our psychological toolbox when it comes to feeling like we have people out there who are able to validate and support us in times of need, even if we can never actually meet with them in reality,” Dr. Veronica Lamarche, study author and psychologist at the University of Essex told ScienceDaily.
Lamarche also found that people also feel liked and respected by fictional characters.
The researchers, who published their findings in Scientific Reports in April, say this isn’t intended to be a treatment or substitution for real human interaction for those who are genuinely depressed or lonely, but that it could be helpful for some.
“These parasocial relationships offer that guaranteed safe haven,” Lamarche told BBC. “They maybe can’t hold your hand the way a loved one could, but they can’t reject you or tell you they’re too busy for you because you are able to access them in your own time and on your own terms. I think that is part of the power and appeal of these relationships that in a sense there is always someone available.”
Lamarche went on to say that their findings could suggest people don’t feel comfortable opening up to the certain social networks.
“What was really interesting [is] that these parasocial relationships were seen as more effective compared to our weaker in-person ties,” Lamarche noted.”That maybe suggests that people aren’t feeling comfortable relying on those social networks.”
Emily Norris, a mother of three who has been posting content on YouTube for about a decade, said that she understands watching people like her on social media allows for connection no matter how busy you are because her videos are always available.
“If you were to speak to a colleague or chat to someone in your life then they can potentially judge you or comment or say something whereas I guess if you’re just watching someone — that is not going to happen,” Norris told BBC. “I think sometimes when you are watching someone on YouTube, they just resonate with you. We all have really busy lives but if you are craving connection — you can turn to your phone or your laptop and almost have that with someone.”
Parasocial, or “one-sided” relationships, however, have obvious shortcomings. Although they were seen as being more fulfilling that weak tie real life relationships — coworkers, neighbors or acquaintances — they were no substitute for strong tie relationships — those that you have with people you love or close friends or family.
Romantic relationships or close friends were still seen as the most effective way to fulfill emotional needs.
