Uses And Gratification Theory

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Theory In this study, theories of uses and gratification and parasocial relationships come together to describe how fans feel towards their favorite athlete as a role model. Uses and gratifications theory is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people (Swanson, 2016). With the connection of uses and gratifications theory through parasocial relationships, it was determined whether or not fans should purchase their role model's jersey or root for them after wrongdoings and think about redeeming them or not. Parasocial relationships are one-sided relationships, where one person extends emotional energy, interest and time, and the other party, the persona, is completely unaware …show more content…

For example, Albert Bandura noted that by imitating others, individuals learn not only discrete information and/or isolated behaviour but also complex behavioural patterns (as cited in Biskup & Pfister, 1999, p. 200). Individuals who learn using a role model find out they are able to be guided by orientations and suitable ways of behaving without having to test these actions in all kinds of situations and being able to adapt it in changing environments. If one applies the above-mentioned ideas to the process of ‘learning using a role-model’, it can be assumed not only that behavioural patterns and ‘doing gender’ are imparted and learned, but also clusters of orientations, attitudes and values which fit into the picture a person has of him/herself and influence his/her image and identity (Biskup & Pfister, 1999, p. 200). This means that people select role models themselves and pick out certain attributes and behavioral patterns from athletes. People search for role models that suit them because they can help influence self-concept and life plans. These behaviour patterns play a pivotal role in childhood and adolescence by providing them ways of finding their way in society. Role models also contribute to young people finding themselves in this conflictual world along with providing them with a insight on how they should behave and look …show more content…

Many experiences are shared with big name celebrities and we develop close intimate friendships with the media user which makes us feel that they know and understand us. Parasocial relationships expand the social network in a way that negates the chance of rejection and empowers individuals to model and identify with individuals of their choosing who naturally elicit an empathic response (Bennett et al., 2014). Years before technology took over, parasocial relationships mostly involved television personalities or identities, but now they occur between individuals and their favorite bloggers, social media users and gamers. The nature and identity of parasocial relationships have matured over the years which gives celebrities opportunities to share their opinions and activities through social media outlets such as Facebook and Twitter for example. It was found out that social attraction was a more important factor to help with the development of parasocial relationships than physical attraction. Despite the noted parallels between social and parasocial interaction, the status of parasocial relationships as relationships is doubtful if using long-established definitions of relationships, such as Robert Hinde who argued that “a relationship exists only when the probable course of future interactions between the

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