People perceive parasocial relationships to be effective at fulfilling emotional needs.

People regularly form one-sided, "parasocial" relationships (PSRs) with targets incapable of returning the sentiment. Past work has shown that people engage with PSRs to support complex psychological needs (e.g., feeling less lonely after watching a favorite movie). However, we do not know how people rate these relationships relative to traditional two-sided relationships in terms of their effectiveness in supporting psychological needs. The current research (Ntotal = 3085) examined how PSRs help people fulfil emotion regulation needs. In Studies 1 and 2, participants felt that both their YouTube creator and non-YouTube creator PSRs were more effective at fulfilling their emotional needs than in-person acquaintances, albeit less effective than close others. In Study 3, people with high self-esteem thought PSRs would be responsive to their needs when their sociometer was activated, just as they do with two-sided relationships.

Parasocial relationships on YouTube reduce prejudice towards mental health issues.

Intergroup contact has long been established as a way to reduce prejudice among society, but in-person interventions can be resource intensive and limited in reach. Parasocial relationships (PSRs) might navigate these problems by reaching large audiences with minimal resources and have been shown to help reduce prejudice in an extended version of contact theory. However, previous studies have shown inconsistent success. We assessed whether parasocial interventions reduce prejudice towards people with mental health issues by first creating a new PSR with a YouTube creator disclosing their experiences with borderline personality disorder. Our intervention successfully reduced explicit prejudice and intergroup anxiety. We corroborated these effects through causal analyses, where lower prejudice levels were mediated by the strength of parasocial bond. Preliminary findings suggest that this lower prejudice is sustained over time. Our results support the parasocial contact hypothesis and provide an organic method to passively reduce prejudice on a large scale.

Brief exposure to social media during the COVID-19 pandemic: Doom-scrolling has negative emotional consequences, but kindness-scrolling does not.

People often seek out information as a means of coping with challenging situations. Attuning to negative information can be adaptive because it alerts people to the risks in their environment, thereby preparing them for similar threats in the future. But is this behaviour adaptive during a pandemic when bad news is ubiquitous? We examine the emotional consequences of exposure to brief snippets of COVID-related news via a Twitter feed (Study 1), or a YouTube reaction video (Study 2). Compared to a no-information exposure group, consumption of just 2-4 minutes of COVID-related news led to immediate and significant reductions in positive affect (Studies 1 and 2) and optimism (Study 2). Exposure to COVID-related kind acts did not have the same negative consequences, suggesting that not all social media exposure is detrimental for well-being. We discuss strategies to counteract the negative emotional consequences of exposure to negative news on social media.