A qualitative exploratory study on the influence of parasocial relationships on child behavior in generation alpha students from UPRHS (12-13 years old)

Date

2025

Adviser

Aries John G. Enardecido

Principal

Mabel S. Buela

Abstract

Parasocial relationships, the nonreciprocal connection of an individual with a personality or influencer (Hoffner & Bond, 2022), have become a significant aspect of social media engagement, especially for Generation Alpha (born after 2010). As a result, this shift changed how children are exposed to social media platforms. Generation Alpha, who experienced this shift during their formative years, has the unique experience of building connections with social media figures with whom they have no direct reciprocal interactions. Previous studies have examined the effects of parasocial relationships on individuals in the context of consumerism and social media marketing (Tsiotsou, 2015; Quintero Johnson & Patnoe-Woodley, 2016; Baek et al., 2013). Much less is unpacked about how the era of digitalization changes the dynamics in our current society, which is most noticeable in children. Thus, this study aims to evaluate the parasocial relationships among Generation Alpha through their social media consumption. It employs interpretative phenomenological analysis (IPA) to focus on the ‘detailed examination of the participant’s lifeworld’ (Smith, Flowers, & Larkin 2009, p. 53). The present study collects data from quantitative surveys and semi-structured interviews among select grades 7 and 8 students from UPRHS. Findings indicate that participants form strong parasocial relationships with influencers on social media platforms (e.g., TikTok and YouTube). However, parental involvement heavily dictates the level of parasocial relationships of an individual. Peer mediation also plays a key role in the exposure of an individual to parasocial relationships. Furthermore, their tendency to gratify their emotions also contributes to how they connect with parasocial figures. The findings suggest the need for strong media literacy and guidance to help young users navigate these emotional dynamics healthily. Overall, the study aims to contribute to social media, psychology, and communication studies, specifically to the area of identity formation, parasocial processes, and media consumption in and through media discourse.

Language

English

Location

UP Rural High School

Document Type

Capstone

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