Dimensions of Parasocial Interaction by Letter-Writers to a Popular Entertainment-Education Soap Opera in India

  title={Dimensions of Parasocial Interaction by Letter-Writers to a Popular Entertainment-Education Soap Opera in India},
  author={Suruchi Sood and Everett M. Rogers},
  journal={Journal of Broadcasting \& Electronic Media},
  pages={386 - 414}
  • S. SoodE. Rogers
  • Published 22 June 2000
  • Education
  • Journal of Broadcasting & Electronic Media
Here we explore an alternative conceptualization and measurement of parasocial interaction, using data from a qualitative content analysis of audience letters written to an extremely popular television soap opera, "Hum Log", in India. Parasocial interaction is the degree to which an audience member develops a perceived interpersonal relationship with a media character. We measure five sub-dimensions of parasocial interaction (affective, cognitive, and behavioral involvement of audience members… 

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