Relaciones parasociales en jóvenes universitarios de la ciudad de Barranquilla
| datacite.rights | http://purl.org/coar/access_right/c_f1cf | |
| dc.contributor.advisor | Alarcon-Vásquez, Yolima | |
| dc.contributor.author | Castañeda Escorcia, Edgar Enrique | |
| dc.contributor.author | Nova Molinares, Gabriela | |
| dc.contributor.author | Salcedo Pacheco, Emanuel David | |
| dc.contributor.author | Vélez Pedroza, Nathaly Vannesa | |
| dc.date.accessioned | 2025-01-29T20:37:54Z | |
| dc.date.available | 2025-01-29T20:37:54Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract | Antecedentes: El fenómeno de las relaciones parasociales, definido como un vínculo unidireccional que algunas personas desarrollan con figuras públicas o personajes ficticios, ha captado cada vez más la atención de investigadores en psicología y ciencias sociales. En el contexto moderno de los medios de comunicación, Horton y Wohl (1956) describieron las relaciones parasociales como conexiones unidireccionales que los individuos establecen con figuras mediáticas, tales como celebridades, personajes de televisión e influencers en redes sociales. Según Giles (2002), aunque estas relaciones no son recíprocas, pueden proporcionar una sensación de compañía y apoyo emocional similar al de las relaciones interpersonales reales. Este tipo de vínculo ha ganado relevancia en la era digital, donde los usuarios interactúan constantemente con contenidos generados por influencers y figuras públicas, intensificando los efectos de estas conexiones. Estudios recientes han explorado los diversos factores que impulsan las relaciones parasociales y los impactos que estas tienen en los individuos. Esto se ve reflejado en las afirmaciones realizadas por Juntiwasarakij (2018) donde explica que la "cultura de la celebridad" se ha arraigado profundamente en las generaciones más jóvenes, ya que los estudios en adolescentes estadounidenses muestran que eligen la "fama" como prioridad en la vida por encima del desarrollo del capital intelectual y la seguridad financiera, debido a la actual sociedad conectada. De igual forma, Lou y Kim (2019) revelaron que el valor de entretenimiento, la experiencia, la fiabilidad, el atractivo y la similitud percibida con los influencers refuerzan estas conexiones, especialmente en adolescentes, relacionándose además con valores materialistas e intenciones de compra en los jóvenes. Por otro lado, Yudha (2023) encontró que el liderazgo de opinión y el atractivo de los influencers impactan positivamente en la intención de compra, aunque la experiencia no tiene un efecto directo. Este hallazgo resalta la influencia comercial de las relaciones parasociales, que en ocasiones se utilizan estratégicamente para generar lealtad hacia marcas o productos. Ejemplo de esto es visto en la simpatía y la experiencia psicológica de los usuarios de Weibo con las marcas de lujo en China Rungruangjit (2022) reveló que un alto nivel de simpatía en las redes sociales conducía a una actitud más favorable hacia la marca, pero la hipótesis sólo se cumplía en el caso de la marca con un reconocimiento relativamente bajo, y el efecto no se extendía al comportamiento posterior de la gente. A su vez, investigaciones sugieren que los vínculos parasociales pueden no ser siempre beneficiosos. Tsay-Vogel y Schwartz (2014) encontraron que estos vínculos pueden exacerbar problemas emocionales en personas con estilos de apego inseguros. Este estilo de relaciones no solo se logra observar en Jóvenes y adultos emergentes, Bernhold (2019) utilizó una muestra de adultos mayores para experimentar sobre las relaciones parasociales negativas con personajes que no les gustan y encontró que estas relaciones parasociales con personajes televisivos desagradables predijeron mayores aumentos de síntomas depresivos y de soledad en adultos mayores con baja evitación del apego y relaciones románticas de baja calidad. Otros estudios destacan aspectos adicionales de las relaciones parasociales. Scherer et al. (2022) encontraron que personas con altos niveles de empatía tienden a presentar una mayor autoidentificación con las relaciones parasociales, lo que puede generar altos niveles de angustia personal. Cohen et al. (2021) señalaron que una conexión parasocial más fuerte tiende a disminuir el efecto de simpatía en la percepción de credibilidad de figuras mediáticas, lo que implica una modificación en el juicio de confiabilidad. Aw y Labrecque (2023) señalaron que las relaciones parasociales también pueden extenderse a las marcas representadas por las figuras públicas, promoviendo perdón y comprensión hacia estas en caso de controversias. Este fenómeno se explica por el compromiso afectivo que dichas relaciones generan, lo que puede inducir o intensificar la disonancia post-relación o post-autoconcepto tras una transgresión. La presente investigación tiene como objetivo explorar estas dinámicas en jóvenes universitarios que frecuentan redes sociales, considerando las dimensiones afectiva, cognitiva, conductual y decisiva propuestas por García et al. (2022), y las de identificación, conocimiento, interacción e interés señaladas por Boyd et al. (2022). A partir de estas premisas, se formula la pregunta: ¿Cuáles son las características de las relaciones parasociales de los jóvenes universitarios que frecuentan las redes sociales? Objetivos: Describir la intensidad de las relaciones parasociales entre los estudiantes universitarios en la ciudad de Barranquilla. Materiales y Métodos: Se aplico una encuesta en la plataforma de Microsoft Forms, en la cual se utilizaron la escala Multidimensional Measurement of Parasocial Relationships (MMPR) y la escala Parasocial Relationships in Social Media (PRISM) que facilitaron la evaluación de dimensiones como la afectiva, cognitiva, conductual, decisiva, de interés, conocimiento, identificación e interacción pertenecientes a las relaciones parasociales de 323 estudiantes universitarios entre los 18 años y los 28 años, por medio de una investigación de carácter descriptivo. | spa |
| dc.description.abstract | Background: The phenomenon of parasocial relationships, defined as a one-sided bond that some individuals develop with public figures or fictional characters, has increasingly captured the attention of researchers in psychology and social sciences. In the modern media context, Horton and Wohl (1956) described parasocial relationships as one-way connections individuals establish with media figures, such as celebrities, television characters, and social media influencers. According to Giles (2002), although these relationships are not reciprocal, they can provide a sense of companionship and emotional support similar to real interpersonal relationships. This type of bond has gained relevance in the digital age, where users constantly interact with content generated by influencers and public figures, amplifying the effects of these connections. Recent studies have explored the various factors driving parasocial relationships and their impacts on individuals. Juntiwasarakij (2018) highlights that the "celebrity culture" has deeply rooted itself in younger generations. Studies on American adolescents show that they prioritize "fame" over intellectual capital development and financial security due to the current connected society. Similarly, Lou and Kim (2019) revealed that entertainment value, experience, reliability, attractiveness, and perceived similarity with influencers reinforce these connections, especially among adolescents. These connections are also linked to materialistic values and purchasing intentions in young people. On the other hand, Yudha (2023) found that influencers’ opinion leadership and attractiveness positively affect purchase intentions, although experience does not have a direct effect. This finding highlights the commercial influence of parasocial relationships, which are sometimes strategically used to foster loyalty toward brands or products. An example can be seen in users’ psychological sympathy and experience with luxury brands on Weibo in China. Rungruangjit (2022) revealed that a high level of sympathy on social media led to a more favorable attitude toward brands, but this hypothesis only held for brands with relatively low recognition and did not extend to post-purchase behavior. Considering this, it was concluded that parasocial relationships are strengthened through effective communication between Internet celebrities and consumers. By promoting these parasocial bonds and providing Internet celebrities with information about the brands or products they endorse, companies can create deeper connections with audiences. At the same time, research suggests that parasocial bonds may not always be beneficial. Tsay-Vogel and Schwartz (2014) found that these bonds can exacerbate emotional problems in individuals with insecure attachment styles. This relationship style is not exclusive to young people and emerging adults. Bernhold (2019), using a sample of older adults, investigated negative parasocial relationships with disliked television characters. The study found that such relationships predicted increased depressive symptoms and loneliness in older adults with low attachment avoidance and poor romantic relationships. Other studies emphasize additional aspects of parasocial relationships. Scherer et al. (2022) found that individuals with high levels of empathy tend to exhibit greater self-identification with parasocial relationships, potentially leading to higher levels of personal distress. Cohen et al. (2021) indicated that stronger parasocial connections tend to diminish the likability effect on the perceived credibility of media figures, suggesting changes in trust judgment. Aw and Labrecque (2023) pointed out that parasocial relationships can also extend to the brands represented by public figures, fostering forgiveness and understanding in the face of controversies. This phenomenon is explained by the emotional commitment generated by these relationships, which can induce or intensify postrelationship or post-self-concept dissonance following a transgression. The present research aims to explore these dynamics among university students who frequent social networks, considering the affective, cognitive, behavioral, and decisional dimensions proposed by García et al. (2022), as well as the identification, knowledge, interaction, and interest dimensions outlined by Boyd et al. (2022). Based on these premises, the research question is formulated: What are the characteristics of parasocial relationships among university students who frequently use social networks? Objective: To describe the intensity of parasocial relationships among university students in the city of Barranquilla. Materials and Methods: A survey was conducted using Microsoft Forms, employing the MMPR and PRISM scales to assess dimensions of parasocial relationships among 323 university students aged 18 to 28. These dimensions included affective, cognitive, behavioral, decisive, interest, knowledge, identification, and interaction. The study utilized a descriptive research approach. | eng |
| dc.format.mimetype | ||
| dc.identifier.uri | https://hdl.handle.net/20.500.12442/16168 | |
| dc.language.iso | spa | |
| dc.publisher | Ediciones Universidad Simón Bolívar | spa |
| dc.publisher | Facultad de Ciencias Jurídicas y Sociales | spa |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | eng |
| dc.rights.accessrights | info:eu-repo/semantics/embargoedAccess | |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | |
| dc.subject | Relaciones parasociales | spa |
| dc.subject | Vinculo | spa |
| dc.subject | Celebridad | spa |
| dc.subject | Redes sociales | spa |
| dc.subject.keywords | Parasocial relationships | eng |
| dc.subject.keywords | Bond | eng |
| dc.subject.keywords | Media figure | eng |
| dc.subject.keywords | Social media | eng |
| dc.subject.keywords | Emotional connection | eng |
| dc.title | Relaciones parasociales en jóvenes universitarios de la ciudad de Barranquilla | spa |
| dc.type.driver | info:eu-repo/semantics/other | |
| dc.type.spa | Trabajo de grado - pregrado | |
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| oaire.version | info:eu-repo/semantics/acceptedVersion | |
| sb.investigacion | Salud, educación y bienestar | |
| sb.programa | Psicología | spa |
| sb.sede | Sede Barranquilla | spa |
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