But what is a parasocial relationship? “It’s when a person has the impression of having or imagines having a relationship with a known person, describes Marie-Anne Sergerie. But there is a kind of one-way relationship where there is no reciprocity. »
Stardom has always existed, recalls Nellie Brière, consultant in digital communications and social networks. Digital, however, brings a greater sense of closeness. “We always have our phone with us and we consume the content alone,” she explains. In addition, the format mode like the stories makes it possible to document his life and to put it on stage. »
Social networks are platforms where the dissemination of personal information is a little less filtered. It can give an impression of proximity and of having access to privileged content.
Marie-Anne Sergerie, psychologist
It is therefore normal to – almost – know everything about the latest breakup of our favorite star, to be worried about the pet of a famous person whom we follow religiously or to be well aware of what several celebrities have made their holiday season.
Parasocial relationships have also increased with the growth in the number of public figures – whether celebrities or influencers – on social media. “The relationship between a subscriber and an influencer, it comes from a person who will give a lot of content,” says Emmanuelle Parent, doctoral student and lecturer at the University of Montreal, co-founder of the Center for Emotional Intelligence Online. (The sky).
These relationships are not “necessarily unhealthy”, says psychologist Marie-Anne Sergerie, author of the book Cyberaddiction: When the use of technologies becomes problematic. “Basically, humans are social beings. So we need to connect with others and naturally we tend to band together and form bonds to do that. Now, it’s more behind a screen and on social networks. »
Sonia Benezra is always amazed by the direct contact offered by social networks. “There is a present and encouraged intimacy,” says the host who is followed by 33,000 people on Facebook. Some consider her a friend, or even a confidante, and deliver very personal messages to her. “I appreciate people taking the time to write to me,” she says.
She avoids replying to a few messages that make her more uncomfortable – like people who invite her for a coffee – but all in all, she appreciates this proximity increased tenfold by social networks.
The host even makes it a point to respond to messages that affect her. “ I take the time to write something thoughtful, something that is not instantaneous. Sonia Benezra says she is generous in her answers and wants at all costs to be authentic with her fans. “I’m not lying by saying that everything is beautiful or that everything is perfect,” she concedes, especially since she doesn’t want to take for granted this virtual community that follows her and encourages her.
shades
Florence Lyonnais has been following celebrities on social networks for a long time. The young woman even describes herself as a “fan girl” of several actresses – she even goes to salons to meet them.
“Of course I know them beyond their role,” she said. What I find interesting is to see their daily life, to learn a little more about what they do other than play and what they have to say on different current topics. »
Identifying with public figures and drawing inspiration from them can be beneficial, concedes psychologist Marie-Anne Sergerie.
PHOTO PROVIDED BY MARIE-ANNE SERGERIE
Psychologist Marie-Anne Sergerie
It can allow us to better understand each other, to take actions so that we can engage in our lives, so, in this regard, it is not a problem in itself to have an influence that remains within a framework that is healthy.
Marie-Anne Sergerie, psychologist
Emmanuelle Parent also sees benefits. “They can be important role models for young people, for their values or even aesthetics,” she believes.
Social networks also make it possible to identify with people who are not necessarily present in the traditional media, she points out, and to join communities that share the same interests.
However, digital communications and social media consultant Nellie Brière warns against a “false sense of closeness and even attachment” that can develop with a personality through social media.
PHOTO PROVIDED BY NELLIE BRIÈRE
Digital communications and social media consultant Nellie Brière
Because we feel like we know the person well, it gives us a lot of influence and it gives them the power to sometimes maintain the illusion of a reciprocal relationship.
Nellie Brière, digital communications and social media consultant
An effect that can affect the portfolio in particular. Florence Lyonnais concedes that she sometimes gets caught up in the game when a star she likes publishes advertising content. “It influences me to be interested in the product and sometimes to buy it,” she says. It makes me feel closer to stardom. »
Several personalities finance their activities on social networks through advertising. The experts consulted agree that the majority respects the rules governing this type of content. However, subscribers can be vulnerable, especially those who have developed parasocial relationships with them. “What can be insidious on social networks – and what benefits them – is that you can have a hyper-personalized recommendation, explains Emmanuelle Parent. It’s more difficult to have a critical mind, because you tell yourself that the person wouldn’t recommend it if they didn’t like it. »
When should you worry?
“Where it is problematic is if it creates a kind of invasion in life, indicates psychologist Marie-Anne Sergerie. If the relationship becomes obsessive and takes up all the space in a person’s life and even to the detriment of certain relationships that could be in real life. »
Marie-Anne Sergerie gives the example of a person who inundates a well-known personality with messages and comments. “It could turn into harassment,” she said. Emmanuelle Parent points out that platforms can encourage us to spend a lot of time on a given subject like a star, which can turn into fixation.
Nellie Brière also believes in identifying monomania, which is not necessarily caused by digital technology, she believes, but which social networks can amplify. “A person obsessed with losing weight, for example, they might just follow influencers with this content. It can be unhealthy and it can even become perilous,” she says.
PHOTO MARCO CAMPANOZZI, THE PRESS
Emmanuelle Parent, doctoral student and lecturer at the University of Montreal, co-founder of the Center for Emotional Intelligence Online (Le CIEL)
Good practices
“It’s as if our critical sense in relation to the relationship that comes from digital technology has not yet been undertaken, particularly in the education sector,” explains Nellie Brière, who believes that there should be greater importance given to digital literacy.
And since young people are more and more exposed to influencers on social networks, it is all the more important, continues Nellie Brière, “to integrate this knowledge”. “It’s as if we were in denial as a society,” she laments.
Is it okay to diligently follow many personalities? “It’s all in the way of doing it, she says, and it’s all in the development of critical thinking. »
CIEL co-founder Emmanuelle Parent also believes in moving beyond negative bias. “As it’s very fast and instantaneous, there may be a lower quality of content, but we have to move away from these stereotypes, because there are people who are doing good work. »
“Awareness is important in relation to any face of technology,” says psychologist Marie-Anne Sergerie. From the first moments when a child is introduced to technology, he must be accompanied by the parents. »