The Parasocial Contact Hypothesis

We propose a communication analogue to Allport's ( 1954 ) Contact Hypothesis called the Parasocial Contact Hypothesis (PCH). If people process mass-mediated parasocial interaction in a manner similar to interpersonal interaction, then the socially beneficial functions of intergroup contact may...

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Bibliographic Details
Published in:Communication monographs 2005-03, Vol.72 (1), p.92-115
Main Authors: Schiappa, Edward, Gregg, Peter B., Hewes, Dean E.
Format: Article
Language:English
Subjects:
Contact Hypothesis
Hypothesis testing
Parasocial
Prejudice
Television
Television Studies
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Summary:We propose a communication analogue to Allport's ( 1954 ) Contact Hypothesis called the Parasocial Contact Hypothesis (PCH). If people process mass-mediated parasocial interaction in a manner similar to interpersonal interaction, then the socially beneficial functions of intergroup contact may result from parasocial contact. We describe and test the PCH with respect to majority group members' level of prejudice in three studies, two involving parasocial contact with gay men (Six Feet Under and Queer Eye for the Straight Guy) and one involving parasocial contact with comedian and male transvestite Eddie Izzard. In all three studies, parasocial contact was associated with lower levels of prejudice. Moreover, tests of the underlying mechanisms of PCH were generally supported, suggesting that parasocial contact facilitates positive parasocial responses and changes in beliefs about the attributes of minority group categories.
ISSN:0363-7751
1479-5787
DOI:10.1080/0363775052000342544