“The Insane Loyalty of Fandom” — Vice, 2021, 22:39 — https://www.youtube.com/watch?v=9pq4hxfekuU
There are many sociological connections in this video, but the concept of parasocial relationships is discussed here (starting around 12:35). Parasocial relationships are one-sided relationships where an individual projects friendship onto a stranger. The stranger is usually a celebrity who is often unaware of the other person’s existence. Basically, we feel as if we are best friends with a given celebrity because we know them so well, but they do not know anything about us. In the world of social media, there may even be an illusion of reciprocity as video content feels more authentic and personal.
What is really interesting here is how parasocial relationships can explain the “merch” phenomenon. Merch is a catch-all category for branded mass-produced items sold by streaming stars (clothing, stickers, dolls, mugs, etc.). This video hints at how we buy merch because it is one of the few forms of interaction available in a parasocial relationship. Aside from watching, liking, subscribing, and commenting, there is little more we can do to demonstrate our involvement in a virtual parasocial relationship. Buying merch provides another form of interaction for those who want to move the perceived relationship further.
From the video’s description: Celebrity stalking is an old problem. But it’s happening way more in the age of YouTube, Instagram and TikTok. Fans repeatedly show up at their favorite content creators’ homes and expect the stars to be as welcoming as they are in their videos (“heeeeey guys”). Why don’t these fans realize this is invasive? In part, because the influencers encourage it.