Parasocial relationships in podcasting: problem or privelege?

The popularity of podcasts has greatly risen in recent years, with many influencers and celebrities moving towards podcasts as their main platform. I would suggest that the social media world we operate in, as well as the long-lasting effects of COVID time, has allowed podcasts to flourish and to capitalise on a more intimate space in media. It has been reported that “listening to more podcasts per month and higher social engagement with podcasts was tied to greater presence of meaning in life”. This shows the power of podcasts in creating meaningful bonds with their audiences. Many also say that listening to their favourite podcasts feels like hanging out with friends. Does this mean that podcasts are likely to create parasocial relationships? 

“a one-sided connection in which an individual imagines a personal bond with someone in the public eye”

Forbes defines a parasocial relationship as “a one-sided connection in which an individual imagines a personal bond with someone in the public eye”. It was a term originally coined by Horton and Wohl in 1956 to describe these situations that became present across radio, television and cinema. But, of course, since the ‘50s, the modes of forming parasocial relationships have increased dramatically and the way we interact with media has also increased, becoming a part of our daily lives.  

How do these parasocial relationships work for podcasts? Podcasts undeniably establish an intimacy that fosters a place for parasocial relationships to grow. The conversational flow of podcasts, their regularity, and their ability to be able to be listened to anywhere at any time creates a sense of kinship between the podcasters and the listeners. Moreover, with many influencers who already share their lives on social media platforms creating their own podcasts, it creates a feeling of friendship since it can feel like the listener knows every aspect of their lives. And indeed, with the variety of podcast topics available, they can tap into each individual interest which promotes a more concrete connection. 

”With many podcasts, these relationships can build a real sense of community.”

This can have a positive effect on mental health since it can fulfil people’s need for social connection. With many podcasts, these relationships can build a real sense of community. A recent example is Sophia and Cinzia, who went on tour with their podcast The Girls Bathroom. Their crowd interactions, use of real-life dilemmas from listeners, and the opportunity for the listeners to engage in a community of predominantly girls have allowed their relationship with listeners to flourish. Their tour went viral, with many taking to social media branding them as their “unpaid therapists” and congratulating them for creating a safe community. This exemplifies how parasocial relationships form in the podcast community. These parasocial relationships with podcasts also provide a form of escapism for listeners. 

On the other hand, parasocial relationships with podcasts also have negative effects. Due to their one-sided nature, they cannot be used to replace real-life relationships. The “lopsided dynamic can create a false sense of intimacy, leaving fans emotionally attached to individuals who are essentially strangers.” Despite initially appearing to be beneficial, these relationships in the long run can be damaging and are ultimately based upon falsities. This connection can also be exploited by brands and adverts since the individual is in a vulnerable position.  

”the way in which podcasts operate creates an intimacy in itself.”

So, are podcasts more susceptible to forming these parasocial relationships in comparison to other mediums? I would conclude that the answer is yes. As mentioned previously, the way in which podcasts operate creates an intimacy in itself. This intimacy therefore replicates that of a real-life friendship. Especially if an individual is listening to the same podcast regularly, they recognise the voice of the podcaster, and it can make them feel like they are catching up with a friend. The way in which podcasts are set up exploits people’s desire for social connection.  

Ultimately, podcasts are highly likely to produce parasocial relationships compared to other mediums. Whilst seemingly beneficial at first, these relationships can spiral out of control and lead to negative consequences if not managed by the individual. Podcasts are great in creating a sense of community and providing escapism for its listeners, but listeners should certainly be wary about forming unhealthy attachments to them.