Look me in the eyes

How direct address affects viewers’ experience of parasocial interaction and credibility

Bibliographic Data

ID7477569
AuthorsErga Atad (0000-0003-4388-8233, Reichman University, corresponding author), Jonathan Cohen (0009-0004-3061-9020, University of Haifa)
Year2023
Volume25
Issue4
Pages941-959
Publication date2023-04-17
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournalism (JOURNAL)
Journal identifiersISSN: 1464-8849 • E-ISSN: 1741-3001
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/14648849231169886
OpenAlexW4366292791
LanguageEN
Citations received5
References cited53

This study examines whether viewers’ parasocial interaction with a journalist affects the credibility of the journalist and the credibility of the news message, as well as whether the journalist’s direct or indirect address triggers this effect. In a between-subjects experiment ( N = 255), viewers had a more intense parasocial experience when the journalist addressed them directly rather than indirectly. Furthermore, viewers’ intense parasocial experiences contributed to their perceptions of source credibility, message credibility, and news enjoyment. Additionally, as predicted, a more vital parasocial experience indirectly affected credibility through enjoyment. The results concern journalist and news message credibility and the importance of audience engagement in the news is discussed

Advertising · Business · Credibility · Perception · Persuasion · Persuasive communication · Political science · Source credibility · Media Influence and Health · Media Studies and Communication · Media, Gender, and Advertising · Psychology · Law · Social Psychology

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