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Leveraging Parasocial Relationships for Crisis Management: Tim Ballard's Use of Social Media

Year: 2025

Type: article

Abstract: This study examines the role of parasocial relationships—one-sided bonds between media figures and audiences—in crisis management, using Tim Ballard of Operation Underground Railroad as a case study. Amid allegations of misconduct, Ballard’s use of Instagram was analyzed through parasocial interaction theory. A rhetorical analysis of comments on his posts revealed that most were supportive or defensive, highlighting the strength of parasocial bonds in maintaining public image. The findings emphasize the power of narrative control and emotional appeal in crisis situations and underscore the importance of critical media literacy in understanding media influence. Keywords: parasocial relationships, crisis management, Tim Ballard, social media, public perception, narrative persuasion, media literacy.

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.15312590

Author: Jessen, Wendy

Institution: Southern Utah University

Language: English

Topic: Public Relations and Crisis Communication

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W6949681645

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