Coevolution between Parasocial Interaction in Digital Media and Social Contact with LGBT People

Abstract

ABSTRACT Using a mixed methods approach, this research focuses on the association between exposure to online LGBT-related content and direct contact with LGBT people. We found that online parasocial contact facilitates both offline and online social interaction with members of the LGBT community. Consistent with parasocial contact theory, we found a positive association between exposure to LGBT-related content in online news and on social media and attitudes toward LGBT people. Moreover, these attitudes partly mediated the association between parasocial contact in digital media and social contact. Such mediation was found for all types of parasocial contact (online news and social media) and all types of direct social contact (offline and online). We also found that uncertainty reduction, humanization, and crowdsourcing can be important facilitators for effective parasocial contact with minorities through digital media.