Attractiveness code: what makes a media person successful in the eyes of the audience
Year: 2025
Type: article
Abstract: The subject of research in the article covers a comprehensive study of the phenomenon of attractiveness of media persons and the mechanisms of formation of parasocial relationships between them and the audience. The research focuses on three key areas: child psychology, psychology of consumer behavior and political psychology. The work analyzes in detail the mechanisms of formation of group identification and perception of media images by various social groups. Particular attention is paid to the study of both the external characteristics of media persons (physical attractiveness, style, lifestyle) and internal qualities (intellectual abilities, personality traits, behavioral patterns). The article examines the peculiarities of the formation of an audience’s emotional attachment to a media person, mechanisms for creating the illusion of interpersonal interaction and factors contributing to the transition from superficial attention to a deep emotional connection. The authors explore how modern trends are shifting the emphasis from external characteristics to internal qualities and value guidelines of media persons, as well as how this influences the formation of audience loyalty. The research methodology is based on a theoretical analysis of scientific works within the framework of parasocial theory, including systematization of empirical data, comparative analysis of the results of various studies and synthesis of acquired knowledge. Methods of content analysis, group dynamics and social perception are used. The scientific novelty lies in the creation of a universal theoretical model of the attractiveness of media images, integrating subjective and parasocial components. The model makes it possible to predict the formation of audience loyalty to a media person at the behavioral level. Main scientific achievements: A universal model of the attractiveness of media persons has been created, taking into account both external and internal factors in the formation of audience attachment. Key factors of attractiveness have been identified and systematized: reliability of information, personal characteristics, visual content and behavioral patterns. A new trend has been established to shift the emphasis from external characteristics to internal qualities and value guidelines of media persons. Identified mechanisms for the transformation of parasocial relationships in the digital environment. Features of the formation of group identification in the context of the perception of media images are revealed. The main conclusions of the study: Parasocial relationships are a key factor in the transformation of media images; Group identification plays a central role in the formation of loyalty to a media person; The reliability of information and personal characteristics are the determining factors in the formation of trust; Visual content and behavioral patterns significantly influence the formation of emotional connections.
Source: Психология и Психотехника
Institution: Penza State University
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4417091612