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The Suppressing Effect of Media Dependency: Does the More Parasocial Interaction between Users and Social bots They Have, the More Lonely They Feel?
HAN Xiu, ZHANG Hongzhong, HE Kang, MA Siyuan
Chinese Journal of Journalism & Communication ›› 2021, Vol. 43 ›› Issue (9) : 25-48.
PDF(1670 KB)
PDF(1670 KB)
The Suppressing Effect of Media Dependency: Does the More Parasocial Interaction between Users and Social bots They Have, the More Lonely They Feel?
More and more social bots appear in social networks, and users’ parasocial interactions with social bots become more frequent. Does this interaction make people feel more lonely? This paper studies how parasocial interactions and media dependency affect loneliness. Researchers collected and analyzed data of Microsoft Xiaoice users (N = 2886). The results have shown that media dependency has a significant suppressing effect between parasocial interaction and loneliness. Parasocial interaction contains three dimensions: cognition, emotion, and behavior. The direct effect of users’ parasocial interaction with social bots on loneliness is all negative across the three dimensions. However, the effect through the media dependency path showes that the parasocial interaction has a significant positive impact on loneliness. The positive effect is much greater than the direct negative effect, which indicates the suppressing effect is significant. The parasocial interaction between users and social bots has significantly enhanced users’ loneliness through the suppressing effect of media dependency. The research indicates that even though parasocial interactions have widely existed in people’s media usage, it may not be a panacea of reducing loneliness for atomized individuals.
social bot / parasocial interaction / XiaoIce / loneliness / media dependency
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