How I learned to hate you. Parasocial interactions in echo chambers and their spillover effects

Abstract

This article analyzes the most influential posts on Facebook related to COVID-19, for the first two years of the pandemic, to explain how parasocial opinion leaders created echo chambers, in the Romanian public sphere, and to discuss the cumulative spillover effects these echo chambers had on society at large. A database of the 233,242 most influential posts in Romanian about COVID-19, from the first two years of the pandemic, is investigated using a mixed methods approach, to 1) verify statistically if issue-related echo chambers existed and 2) to describe, qualitatively, how they functioned. A special focus is devoted to trolling in the form of reactions to posts, such as haha reactions for messages about COVID-related deaths. Using the literature on parasocial interaction, inoculation theory, online disinhibition effect and echo chambers, the article shows how echo chambers supported trolling behavior, for radicalized Facebook users, how they polluted the public discussion and how they made dialog impossible for social groups that ended up identifying each other as the enemy. Based on these research results, the author proposes two policy recommendations for social platforms.