The Pop Culture Phenomenon of the “Parasocial” in 2025
In a year defined by interconnectedness and evolving social dynamics, the Cambridge Dictionary has named “parasocial” as its Word of the Year for 2025. This selection underscores a growing cultural phenomenon: the formation of one-sided relationships between individuals and public figures, digital personalities, or even artificial intelligence. The term, which describes the deep, often intimate, connection people feel to media figures they have never met, highlights a significant shift in how audiences engage with entertainment and media.
Professor Simone Schnall, an experimental social psychology expert at the University of Cambridge, elaborated on the term’s resurgence. “A parasocial relationship is when we think we know someone, or we feel very close to someone who’s in fact, a person we’ve never met, like a celebrity, an influencer, or somebody in public life who’s famous for some reason,” Schnall explained. She noted that while the concept originated in 1956—coined by University of Chicago sociologists Donald Horton and Richard Wohl to describe television viewers’ bonds with on-screen actors—its prevalence has exploded in the digital age. “In our culture, we now see parasocials on steroids, simply because there are so many opportunities for it.”
The entertainment industry provides numerous examples of intense parasocial relationships. Pop superstar Taylor Swift, for instance, commands a global fanbase known for its deep emotional investment. Fans often feel a profound connection to Swift, driven by her relatable lyrics and public persona, following her personal life and romantic relationships with an almost familial interest. Similarly, social media influencers like Logan Paul, with millions of followers across platforms, cultivate powerful parasocial bonds. In 2018, when Paul faced widespread condemnation for a controversial video filmed in Japan’s Aokigahara “suicide forest,” many of his devoted followers fiercely defended him, illustrating the strength of these one-sided attachments.
However, Schnall cautioned about the potential risks associated with these relationships. “They [influencers] could do some serious harm to their followers. The people who feel they’re in that parasocial relationship, they could really be harmed by that,” she warned. This concern is particularly acute when influencers disseminate misinformation, promote questionable products, or exhibit unethical behavior, blurring the lines between genuine guidance and exploitative content.
AI Chatbots and the Deepening of Digital Connections
A significant factor contributing to the heightened relevance of “parasocial” is the emergence of AI chatbots. These AI companions are increasingly facilitating emotional connections, with users forming bonds that range from friendly to romantic. A 2025 report by Common Sense Media revealed that 72% of U.S. teenagers aged 13 to 17 had used an AI companion at least once, seeking emotional support, mental health aid, or simply companionship. “They’re called chatbots because we feel like we’re chatting with someone already,” Schnall remarked, noting that users can develop “a friendship or even romantic relationship, or at least, that’s how they feel about it, when of course in reality, there is no one else involved.”
This trend extends beyond teenagers. A survey by Vantage Point Counseling found that 28% of over 1,000 American adults reported having had a romantic or intimate relationship with an AI. This rise in AI-mediated connections occurs against a backdrop of what Schnall identifies as two compounding issues: a global loneliness epidemic and escalating screen time. “People tend to be more lonely than in previous generations, and they spend so much time on their screens where these parasocial relationships are very easy to establish,” she explained.
The entertainment and tech industries are keenly observing this trend. The development of more sophisticated AI with advanced conversational capabilities, coupled with persistent social isolation, suggests that parasocial interactions will only become more common. This shift poses both opportunities and challenges for content creators, platforms, and audiences. While AI companions can offer immediate, non-judgmental interaction, fostering a sense of connection, they also raise questions about authenticity, psychological well-being, and the nature of human relationships.
The antidote, according to Schnall, lies in prioritizing real-life interactions. “The more time I spend chatting with a chatbot, the less time I probably spent chatting with a real life person,” she emphasized. As streaming platforms, social media, and AI technologies continue to blur the lines between mediated and authentic connections, understanding the dynamics of parasocial relationships becomes crucial for both industry stakeholders and the broader public. The entertainment landscape, already heavily influenced by fan engagement and celebrity culture, is now grappling with the profound implications of digital intimacy, as highlighted by publications like Variety which have explored the evolving relationship between audiences and media.
Globally Pulse continues to monitor these critical developments in the intersection of technology, entertainment, and social behavior. Read more on Globally Pulse Entertainment for insights into how these trends are shaping the future of media consumption and fan culture.
