Media Theory – Julie Fredrickson

I feel a struggle to continue this writing experiment. I feel a struggle to continue on at all in a public fashion online as the world is refolded and restructured around us.

I am just so tired and I fear an early death as the life and treasure of my generation is squandered on the perpetuation of systems that no longer work. I was texting with my mother about her husband’s third knee surgery (ain’t Medicare great) as enormous protest raged outside my window. I am in the capital of a European nation where this is quite common.

This is the third large demonstration in the space of three weeks for an opposition party that is mostly made up of technocratic stooges trying to hide the sins of wars no one remembers except those who deployed in them. I happen to know people who did deploy in them or I certainly wouldn’t know that the opposition is made up of the siblings, children and social circle of a former dictator.

Every time they protest the roads are blocked and then it gets out of hand. Water canons are set on the fires the protestors set and then tear gas is thrown out and no one can get through the city center. I assume this is some flavor of controlled opposition as America and the EU both support the existing government.

This time there were drones above the entire affair and much of the rally seemed to be music that was a mix of Catholic liturgy and electronic dance music. A famous priest DJ performed in the city over the weekend so maybe it was him. Who knows.

Nothing is weirder than hearing O Fortuna played over riot dispersal water cannons. We don’t have that kind of cinematic drama in American protests. Honestly everyone here seems sick of it. Most of all the hotel staff and the diplomats that live in it.

I watched it unfold from a vestibule with a Ukrainian woman who said she hoped I’d stay safe. I told her I wasn’t worried as I’ve seen this before.

She was understandably more concerned than I was being a refuge in a country that no one would have thought would be more stable than Ukraine a generation ago. Socialists holding off nationalists is not a terribly equilibrium if you can afford it. America can’t but it seems plenty of Europe still can.

If you aren’t familiar with the term “parasocial” I’d encourage you to dive into the term and its impact on our culture.

Parasocial interaction (PSI) refers to a kind of psychological relationship experienced by an audience in their mediated encounters with performers in the mass media, particularly on television and on online platforms.

A parasocial interaction, an exposure that garners interest in a persona,^[6] becomes a parasocial relationship after repeated exposure to the media persona causes the media user to develop illusions of intimacy, friendship, and identification.
Wikipedia Parasocial Interactions

Because so little in daily life feels personal or reciprocal as intermediation and automation split us off from past norms of one-to-one relationships, parasociality is on the rise.

You and I are likely to be in some kind of parasociality in this blog post. It’s not a new phenomena having been theorized as far back as 1956, but social media’s ubiquity has now put all of us into varying degrees of parasocial interactions with each other. We have opinions about personas from movie star celebrities to niche Twitter accounts.

We don’t seem to have these parasocial relationships just with humans. There was a an era of corporate brand marketing (that seems to be fading) where we interacted with brands like as friends. I followed all sorts of Twitter accounts for brands that acted like personalities in the golden era of “funny” Twitter.

Yet as more and more people are becoming brands it seems that the old school idea of a brand as a an amorphous corporation is disappearing.

Perhaps it’s because we encouraged the cultivation of personal brands as a professional marketing necessity. Millennials leveraged carefully manufactured profiles to climb the last remaining rungs of the old career ladder.

Naturally this strategy has some drawbacks. During the Great Awokening/Weirding we saw inexperienced humans cope with the ramifications of having a reputation that extended far beyond work, family and community. Now we loosely call it cancel culture though it took years for the term to become less contested.

I’d like to encourage more people to not take things so personally. It’s not bad for be in parasocial relationships. In life we have varying degrees of intimacy and boundaries in even our closest relationships. No one is exactly one person or even persona. Next time you get really upset at someone else’s behavior try to remember it’s not about you. If someone gets upset at you recall that this still applies.