Parasocial Relationships in Kpop

(FHE Health, 2024)

What are parasocial relationships?

Parasocial relationships are typically one-sided relationships that one creates with a celebrity or a fictional character. But the problem is that when it comes to celebrities, they are real people, which is something that people seem to forget as especially in kpop, parasocial relationships can significantly impact idols due to the way the industry works. However, idols are not the only ones impacted. A relationship always has two sides. In this case, idols and fans.

Impact on idols:

The world runs on money. And unlike Hollywood, where artists typically have at least some freedom, idols in kpop are controlled by their companies, who have groomed them from the start to be these “perfect” human beings to appeal to fans’ fantasies. The problem with this is that idols are not treated like they are human anymore, as companies control their entire lives to keep up these fantasies. Why? Money. The only way companies make money is by perpetuating parasocial relationships so that fans go to concerts, buy albums, and interact with their content. In doing so, idols completely individuality as artists. Speaking of which, similarly to keeping up these fantasies, companies also need to pump out content to make it easier for fans to form connections with their favorite idols, so that, again, they can make more money. This means that idols are not treated like artists, but like influencers that just so happen to make music, and they are never taken seriously. Not by the industry, and not by the general public. Imagine having spent years of your life as a trainee to achieve your dream, but instead of being treated like an artist, you're treated like a glorified influencer.

Impact on fans:

Parasocial relationships are not all bad, especially for fans. Parasocial relationships can actually help fans in some ways. It can help fans find a sense of belonging and help with feelings of loneliness. Especially because of fan culture in the industry, someone who is struggling with finding a community could easily connect with others through a shared parasocial relationship with their favorite idols, helping fans find those with a similar interest, both online and offline. 

Now let's get into the negatives. Going back to how idols are treated like dolls, companies are willing to do whatever it takes to make money. This includes manipulating fans into forming connections with idols. Whether this is through fan service or pretend representation. For example, for oppressed communities such as the LGBTQ+ community, false representation could be insinuating that there is romantic tension between two members of a group in a music video. For a fan, they could see the music video, form a parasocial relationship with the group, thinking that they are being represented, and later find out that the “romantic tension” was all just manufactured to get fans to interact with the content by watching the music video, making shipping edits, etc. This is a form of emotional manipulation that can significantly harm a fan long-term if they are continuously manipulated into thinking they are being represented, just to be let down after finding out that it was just another marketing ploy. Next, let's talk about fan service. This could be through aegyo or idols flirting with their fans. The problem with this is that it feeds fans' delusions. Typically, it is harmless, but there are some instances where, for example, with Nayeon’s stalker, fans can form an unhealthy obsession to the point where it can be dangerous for the idol.