Political Social Media Influencers and the Parasocial Bridge to Democratically Corrosive Attitudes
Year: 2026
Type: preprint
Abstract: Political social media influencers (PSMIs) have become prominent political actors, yet their democratic significance is difficult to assess because influencer content has porous boundaries. We develop a functional, audience-centered approach and distinguish two forms of engagement: reach, measured by exposure to political influencer content, and bond, measured by parasocial attachment. Using a survey of 1,055 US voters in spring 2025, we examine associations with populist attitudes, conspiratorial orientation, tolerance for political violence, and feelings of being devalued. Reach is associated with populist and conspiratorial attitudes, but not violence or devaluation. Bond is associated with conspiratorial orientation, political violence, and devaluation. Exposure operates similarly among Harris and Trump voters, whereas the association between parasocial attachment and transgressive outcomes is stronger among Trump voters and respondents with politically homophilous media diets. The democratic relevance of PSMIs lies not only in whom they reach, but also in the bonds they cultivate.
Authors: Julien Labarre, Christian Pipal
Institution: University of Zurich
Language: English
Topic: Social Media and Politics
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7225621731