Almost People - Parasocial Interaction with NASCAR Drivers

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We humans relate to media figures, fictional characters, brands, products, and organizations using some of the same psychological and interpersonal processes we use to relate to "real-life" people. With several friends and colleagues, I conduct and publish research on psychological, media, & consumer behavior applications in this area. This site is a collection of examples from news, advertising, and research illustrating people's social connections with celebrities, characters, and brands and products. These relationships, which are sometimes called "parasocial," are powerful reminders of our need to belong.

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Sep 23 2009 ∞

Parasocial Interaction with NASCAR Drivers

The Indy Idea blog recently discussed parasocial attachment between race fans and their favorite drivers…and how NASCAR gets this right:
“NASCAR has mastered what sociologists call parasocial interaction: a relationship between two individuals in which only one is actively engaged. In the case of NASCAR, that individual is the fan. The object of the parasocial relationship is the driver. This is not the same as living vicariously through another. Parasocial interaction in NASCAR is about the fan perceiving that he or she and the driver share certain life experiences and values.”

See the rest of this post at The Indy Idea blog…

Reference
IndyCar Championship: Tight but no Tension
Posted at The Indy Idea blog on September 20, 2009

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