Department of Media and Communication, LMU Munich, Munich, Germany.
Institute for Media and Communication Studies, University of Mannheim, Mannheim, Germany.
Cyberpsychol Behav Soc Netw. 2021 Oct;24(10):648-653. doi: 10.1089/cyber.2020.0546. Epub 2021 Feb 3.
Research on parasocial interaction (PSI) has a long tradition in noninteractive environments such as watching TV or listening to radio speakers. In the past years, researchers have started to apply PSI on videogame streaming environments, where the audience can interact with the observed media persona and get immediate feedback on their messages and requests. In a 3 × 2 online experiment ( = 251), we manipulated how a streamer addressed participants (individual vs. collective vs. no addressing) and whether he paid attention to and answered messages in the chat (attention vs. no attention to the chat). Findings show that the more individually participants were addressed and whether the streamer reacted to messages in the chat affected experiences of PSI. Furthermore, alongside their overall enjoyment, PSI predicted viewers' commitment to social norms. We discuss these findings regarding their implications for the conceptualization of PSI in light of interactive novel technologies.
关于拟社会互动（PSI）的研究在非互动环境中有着悠久的传统，例如看电视或听广播演讲。在过去的几年中，研究人员已经开始将 PSI 应用于视频游戏流媒体环境，在这种环境中，观众可以与观察到的媒体角色互动，并对他们的信息和请求立即得到反馈。在一项 3×2 的在线实验（n=251）中，我们操纵了主播如何与参与者交流（个体对个体、集体对个体还是不交流）以及主播是否关注并回复聊天中的信息（关注还是不关注聊天）。研究结果表明，参与者被个体交流的程度以及主播是否回复聊天中的信息，都会影响 PSI 的体验。此外，PSI 预测了观众对社会规范的投入，这与他们的整体享受有关。我们将这些发现与互动新技术背景下 PSI 的概念化进行了讨论。
