Do parasocial relationships help loneliness?

Arthur C Brooks, a social scientist and professor at Harvard, says parasocial relationships (one-sided emotional connections with public figures or fictional characters) can offer companionship but come with risks.

In a recent interview, Brooks explained how being devoted fans of celebrities or fictional characters, while comforting, can lead to unintended effects.

“Humans evolved to thrive in groups,” Brooks says. “Thousands of years ago, social bonds were necessary for survival.” Because we are constantly exposed to celebrities or characters on social media, books, and television these days, we tend to connect with them emotionally, especially if they are interesting.

For example, Brooks notes: “This is the secret to the success of the Harry Potter book series and the TV show Breaking Bad. The writing has to engage you emotionally.”

On the positive side, parasocial relationships can offer joy, inspiration and a sense of belonging, similar to the fan communities surrounding shows like “Friends” and “Game of Thrones.” They can even help shape values. For example, kids can learn life lessons from characters on shows like “Sesame Street,” while older fans can draw inspiration from well-known public figures.

Parasocial relationships can also address the stigma around mental health.

A study of people ages 18 to 35 found that those exposed to a creator who shared their personal struggles with bipolar disorder reported reduced prejudice against mental health issues.

However, Brooks points out that these relationships can also have negative aspects. “They’re like fake food. They taste good, but they have no nutritional content,” he says. Relying on them too much can increase loneliness or isolation, which can lead to depression, anxiety, and other health risks. There is also a risk of adopting harmful ideas, especially for young people whose parasocial relationships may expose them to controversial themes.

Brooks suggests that it is important to keep these relationships in balance. “If you’re so attached to a character or celebrity that you’re skipping actual social events to spend time ‘with’ them, that might be a sign to rethink things,” she advises.

He warns that social media influencers often use parasocial connections to generate profits. “The new economy is all about monetizing parasocial relationships on a mass scale,” says Brooks.

Brooks suggests small steps to shift the focus to real-life connections.

“Have dinner with a friend, spend time with your family, make more eye contact,” he suggests. He notes that real-life connections provide genuine emotional satisfaction that parasocial relationships cannot replace.