Updated: Jun 17
The ultimate illicit of Parasocial Behavior as the Corporatist Agenda
Originally published by Illumination Curated on Medium
One of the least spoken aspects of human behavior is the concept of “parasocial relationship.” It is the denomination of immature affairs that rationale its judgment on personal fascination about someone, often a celebrity figure.
The idolized parasocial relationships are utterly one-sided, where the person on the other side of the association offers no emotional energy, interest, or time. That person is completely oblivious of the other’s existence.
Parasocial relationships commonly occur in organizations and often expand their network by nullifying the opportunity of rejection and empowers someone to prototype and identify with those of their preference who typically elicit an empathic rejoinder.
Traditional socialism encompasses political, social, and economic philosophy based on collective or shared values of the populace within a society.
Liberal Socialism compels Parasocial disciples
Liberal socialism, a philosophy that incorporates liberal principles to socialism, often introduces itself as a progressive phenomenon. The socialist ideology has taken a new turn in our modern society, as political icons such as Sen. Bernie Sanders’s call for socialism has resonated among many Americans, particularly the young generation. That has evolved to expand the parasocial relationship between radical liberal socialist and his constituents by promising the idea of a paradise on earth where everything is free, and there’s little famine.
The liberalism and social structure of the 21st century is the epitome of the one-sided relationship most young generations have with their idols. That is a kind of psychological bond experienced by the latter audience in their mediated encounters with actors through mass and social media moderation. The “parasocialists” see the liberal socialists’ personalities as friends, despite having limited knowledge of their training and thought process. One can describe it as an illusionary ordeal.
The modern socialists are parasocial merely because they inaugurate pseudo-personal relationships with their political leaders through media. Such a relationship is not a novel phenomenon, as Donald Horton and R. Richard Wohl were among the first people who introduced parasocial relationships in the 1956 political arena.
Horton and Wohl contended that the media had motivated an illusional face-to-face relationship between observers and politicians. The qualities of media, such as close-up shots and camera zooms, create a sense of intimacy, reality, and affinity toward the personas on the screen. And Viewers have confirmed that these qualities are felt more strongly in the context of politics.
Socialism in the Corporate world
The power of the parasocial relationship is endless. Millions of people believe they know celebrities like Dolly Parton or Kardashians. While they may not have met them in person, they idolize their way of thoughts and beliefs, and physical appearances. That is true with Karl Marx, Vladimir Lenin, Bernie Sanders, and so many more. Taking it one step forward, businesses such as avatar have contemplated strategies to bring parasocial power to our living rooms.
Referred to as “the power of the avatar,” it reveals tactics that nonprofit organizations have effectively used for years to reincarnate charity and concerns to the poor. So, they say, by bringing the realities of work in a distant land vividly to life in a partner’s living room, the avatar uses technology to make the world a smaller place.
Corporations in support of Liberal Socialism using the power of Avatar and Parasocial concept
It is not veiled that we have already entered an era of corporatism. It upholds the ideology that endorses the institution of society by corporate factions, such as agricultural, labor, military, business, scientific, or guild associations on their common interests. It is also apparent that some big players, to name a few, Google, Apple, Facebook, and Amazon, have earned an excellent reputation for being an elite employers. They have become the parasocial agency; thus, they have mastered the use of avatar intuition. They have done so by evaluating the rhetoric of global interconnectivity, philanthropy, and humanitarianism.
Corporations have placed their brands at the attention point of parasocial behavior. However, brand placement has been a controversial issue; further, its potential has been increasing.
Undoubtedly, we live in an era where a celebrity, brand, and political figure has a more significant impact on us than ever before. And that is not necessarily in support of their credibility but to the popularity among the populace. There seems to be a considerable portion of communities who, in one way or another, have a powerful idol on whom they have a parasocial crush. And those who are part of the progressive or social liberal wings are better off using the concept of parasocial to their benefit. Moreover, since corporations have triumphed over that form of a one-sided relationship, it would be fair to state that parasocial relationships through idolized norms relate to the modern-day socialist strategy and the ultimate illicit of the corporatist agenda.